Instagram is testing auto-scroll in Reels!

If you're growing on Instagram, this one's for you. Instagram has started rolling out a new feature: automatic scrolling in Reels. After a Reel ends, a 5-second timer appears — if the user doesn't swipe manually, the app scrolls to the next video on its own. Right now it's only active for a portion of users (A/B test), but based on early feedback, Instagram seems to be preparing for a wider release.

What this means for content creators:
User attention is now even shorter
Less time to read descriptions or comments
Engagement shifts to the first 2–3 seconds
Slow-paced Reels are likely to lose reach

How to adapt:
Hook viewers in the first seconds — you have less time for CTAs and profile taps
Move key messages and CTAs to the beginning
Watch for changes in retention, especially in funnels or test campaigns
There’s no way to disable this feature yet — for now, it’s all about observing and adapting.
Who’s already seeing this on their account?

Curious — how has it affected your reach and engagement?

Lately im not doing anything related to automations but I must say I have tried to add the auto scroll before, never worked.

If they are adding this by themselves, there is a lot to do.

Instagram is testing an auto-scroll feature for Reels that automatically moves to the next video without users swiping.

This feature is designed to make scrolling more seamless, similar to TikTok’s experience, keeping users engaged longer by continuously serving content.

Use case:

- It caters to users who prefer a hands-free viewing experience.
- Helps creators gain more reach as viewers are more likely to watch multiple Reels without interruptions.
- Increases user engagement and session time, which can boost ad revenue for Instagram.

Would you like me to make this into a quick social media post style (for LinkedIn or Instagram)? Or a news-style update? Or both?

Doesnt seem like a good feature in my opinion

This will destroy attention of everyone who gets addicted to it, Not a good update at all

Why does it mean that cta needs to move to the start? User still watches the whole video until the right for the auto scroll to happen

They may have it there to test it, once they get user feedback; they will make adjustments.

Has anyone got auto scrolling yet?