NEW Auto-scroll feature for Instagram Reels

You can now watch Instagram Reels without ever lifting a finger… literally. Auto-scroll is the new feature designed for the social media fan with a million other things they need to do with their hands. So, pull out a phone holder or prop your device against the nearest sturdy object (an empty coffee mug is my favourite) and go hands-free with your entertainment station.

Hands-free video viewing is rolling out across Instagram Reels and we are here for it. After all, the desire for entertainment doesn’t stop the moment you have to get on with other things. Get those hands free while one eye is firmly glued on your favourite social media app and allow Instagram to serve up reel, after reel, after reel. If you choose to peruse Instagram Reels on your coffee break, while washing dishes, sorting paperwork, typing away on a computer or while otherwise engaged, this is the feature for you.

How to turn on auto-scroll

There are only 3 steps to activating auto-scroll. However, Instagram seems to be in the process of rolling out this feature, so keep checking back if the option doesn’t appear for you right now.

To activate auto-scroll:

1. Navigate to the Reels tab using the navigation bar at the bottom of the screen.
2. Choose the 3-dot menu from the right-hand side of the screen.
3. Toggle the button next to ‘Auto-scroll’.

Why viewers love auto-scroll

Auto-scroll provides a new way to consume Instagram content. Instead of the same reel repeating constantly until swiped away, auto-scroll swipes onto the next piece of content for you as soon as the current reel ends. This is great for any user who wants to view content without actively engaging with it (I’m eyeballing all you lurkers out there!), as well as any viewer who doesn’t want to watch anything on repeat. It also helps viewers avoid looping scripts that can suck viewers into viewing content multiple times without realising the reel has ended.

Auto-scroll is the friend of the multitasker and the passive viewer. It’s perfect for busy people who seek entertainment while flitting between tasks at work, home or out and about. It’s for people who choose Instagram viewing over Netflix and chill or YouTube and snooze. And it’s ideal for people who have honed the algorithm to bring forth all their favourite topics, brands, personalities and passions.

The impact on brands and businesses

While auto-scroll is a vibe many people want to bathe in, it certainly has the ability to impact brands and businesses on the platform. Your strategy may well have to change if you’re relying on repeat views, active engagement and community conversation. While those are excellent things to strive for, if a large proportion of your audience embraces the auto-scroll function, you might have some evaluating to do. 

However, with every new feature there is a wealth of opportunity to dive into. Auto-scroll allows content to be viewed in length. Where one might usually swipe past immediately, if passive watching is occurring this creates a unique opportunity to get noticed and build trust with people who otherwise wouldn’t have paused to watch.

The key to keeping your social media presence thriving is understanding how your audience is consuming your content and making the most out of the patterns of behaviour you observe. If you have effective tools that help you notice shifting behaviours in your audience, you can take swift action to tailor your content in a way that supports your audience’s habits and leverages the algorithm in your favour.

Pay attention to your analytics

If you keep a close eye on specific analytical graphs, you might be able to spot a shift in viewer behaviour. This can help inform your strategy for upcoming content and shape your content planning and creation. If you notice an increase in watch time, auto-scroll could be the reason. However, if you were accustomed to repeat plays through techniques such as looping scripts, auto-play could cut your watch time.

If people are passively watching content while doing other tasks, such as washing up, you could expect active engagement to go down. Likes, comments, saves and shares are harder to do when your hands are in a washing up bowl after all. But there is potential for an explosion of watch time accompanying passive viewing behaviour if you publish longer videos and your content is being pushed by the algorithm.

Reach is another metric that's important to keep an eye on. If your content is reaching people who are passively watching, your watch time could rocket and trigger the algorithm to push your content more. After all, people who watch your reels in their entirety are more likely to be served up more of your content in general. The key to getting reach is to create quality content that your audience loves. Make it easy for the algorithm to get it in front of people who would happily binge your entire catalogue of content. 

Is auto-scroll influencing your data already? Find out now using Minter.io - the social media analytics tool for businesses and brands. Unlock your analytical graphs today and discover more about your audience, your posts, key optimisation information and your competitors.