Why does Instagram automatically scroll to the next post or video?

If you've ever been browsing Instagram and noticed that it moves to the next post or video without your input, you're not imagining things. Many users have reported this behavior, often referring to it as Instagram auto scroll, leading to the question: Why does Instagram automatically scroll to the next post or video?

This automatic movement, often experienced during Reels, Stories, and sometimes the main feed, is part of Instagram’s evolving design focused on continuous engagement and passive content consumption.

1. Designed for Seamless Viewing

Instagram is built to keep users engaged by offering a smooth, uninterrupted experience. Just like TikTok, Instagram Reels auto-play and automatically scroll to the next video to keep the momentum going. The same goes for Stories—once one ends, the app quickly transitions to the next account’s Story.

This design ensures that users stay immersed without having to manually scroll, tap, or swipe each time.

2. Encouraging Longer Viewing Time

Auto-scrolling plays a key role in increasing user watch time. By reducing the need for manual interaction, Instagram keeps content flowing, which can make you spend more time on the app without realizing it. The more you stay engaged, the more ads Instagram can show, which supports its business model.

3. Algorithmic Content Delivery

Auto-scrolling works hand-in-hand with Instagram’s recommendation algorithm. When you're watching Reels or suggested posts, the app learns what you like and automatically feeds you similar content. The goal is to offer an endless stream of personalized posts without interruption.

4. Glitches or Bugs

Sometimes, users notice Instagram auto-scrolling unexpectedly in the regular feed—even without Reels or Stories. In such cases, it might not be intentional design but a bug. These glitches can cause your feed to refresh or jump to the next post without touching the screen.

If you’re experiencing this:

• Try restarting the app

• Clear the app cache (Android)

• Update to the latest version

• Report the issue through Settings > Help > Report a Problem

5. Testing New Features

Instagram frequently tests new features and layouts on small groups of users. If you’ve noticed automatic scrolling that didn’t exist before, you might be part of a test group. Instagram sometimes introduces experimental features without announcement to measure user response before wider rollout.

Final Thoughts

Instagram automatically scrolls to the next post or video mainly to create a seamless and immersive experience, encourage longer viewing times, and deliver algorithm-curated content. While it's great for passive browsing, some users may find it intrusive or distracting—especially when it happens unexpectedly.

If the behavior feels unnatural or disruptive, check for updates, adjust your app settings, or submit feedback to Instagram. The platform is always evolving, and user input can influence future design choices.