Instagram, the popular photo and video sharing platform owned by Meta, has begun rolling out a highly anticipated auto-scroll feature that allows users to view Reels and posts without manually swiping or tapping. The new feature, announced in July 2025, is aimed at improving user convenience by making content consumption smoother and more immersive.
The auto-scroll function works by automatically transitioning from one Reel or post to the next after the current content finishes playing or is viewed for a specific period. This means users can sit back and enjoy a hands-free browsing experience, especially for long viewing sessions or when multitasking.
Currently, the feature is available to select users in a phased beta rollout and is expected to reach a wider audience globally over the coming weeks.
Auto-scroll will be active for:
Instagram Reels
Feed posts (including images and videos)
Users can typically activate or deactivate the function through a settings toggle located in the app’s preferences under the "Accessibility" or "Playback" section, depending on the device.
Auto-scroll isn’t just a UX novelty; it carries significant implications for how users interact with content on the platform.
For Creators: Higher chances of content being viewed with greater consistency.
For Users: Improved content consumption, especially in passive or hands-free scenarios.
For Meta: Increased engagement time and better placement for in-app ads as content is played continuously.
The launch of auto-scroll aligns with Meta’s broader effort to make Instagram and its family of apps more intelligent, intuitive, and user-friendly. Other upcoming updates powered by machine learning include:
Personalized feed ranking
Smart content suggestions
Intelligent pause/resume options based on user gesture recognition
With Instagram now exceeding 3.2 billion active monthly users globally, even subtle changes to the user interface can have a vast impact on content delivery, advertising strategy, and user behavior.
Instagram’s new auto-scroll feature marks a pivotal step in social media’s evolution toward automation and seamless content discovery. While some may prefer manual control, others are embracing the opportunity to consume content with minimal friction or effort.