Mashable: Meta announced in its earnings conference that Reels account for more than 20% of the total Instagram time.

Instagram appears to be following in the footsteps of TikTok, whose full-screen short video style has been a huge success. For those who prefer a more immersive experience like TikTok's, the Meta-owned company is experimenting with a full-screen option on its home screen with videos occupying most of the screen real estate.

According to the report, this is Meta's latest attempt to get Instagram users to spend more time viewing videos. Meta announced in its earnings conference that Reels account for more than 20% of the total Instagram time. All videos on Facebook account for half of the time spent by users.

The bottom navigation bar still provides access to the discovery tab, Reels, shopping, and your personal profile. Adding a new post, seeing likes, and using Messenger or DM are all accessible from the top bar. However, the Stories bar is being eliminated. It appears that the Stories bar may be accessed by swiping down a little.

Adverts in-between Stories are more lucrative for Instagram than in Reels. In between Stories, marketers have a plethora of options and formats to choose from. Although the company plans to provide more monetization opportunities on Reels, this may be the reason for the change.

YouTube Shorts, Google's answer to the short-form video genre, has also entered the fray. Since last week, the business has indicated that YouTube Shorts get more than 30 billion views per day and that it aims to try advertising on YouTube Shorts.

Instagram's full-screen mode is presently being tested, but there's no news on when or if the functionality will be made available to the general public.