Instagram Rolls Out 'Watch More Reels' and 'Share' Buttons For Reels In The Feed
Instagram / Lindsey Gamble
Instagram has introduced new 'Watch More Reels' and 'Share' buttons for Reels. These buttons appear at the end of a Reel when viewed from the feed.
The 'Watch More Reels' button directs users to the Reels feed, while the 'Share' button opens a tray with options to share the Reel via DM, on Threads, to Stories, and other social platforms.
Why It Matters: These buttons aim to help users discover and consume more Reels. The 'Watch More Reels' button provides another way to access the personalized Reels feed. The 'Share' button promotes the sharing of liked Reels with friends and family.
This is significant because direct messaging plays a substantial role in how Reels are discovered and consumed, differentiating it from other social media experiences. Users often share Reels via DMs, a behavior this button further encourages.
In addition, Instagram head Adam Mosseri recently stated in an AMA video that the send rate—the frequency with which a Reel is sent via DMs—is more important than watch time or the count of likes or comments for Reels' reach. This is because it aligns more with the platform’s mission to help people discover content to connect with friends over.
Considering this, creators and brands aiming to expand their reach should concentrate on producing shareable Reels, which are typically informative or entertaining by nature. Given Instagram's objective, it's probable that these kinds of videos will be favored by the algorithm and attain a wider reach. Send rate can also be factored in when evaluating the performance of Reels, whether it's a creator’s or a brand's own video, or when they come together for sponsored content.
