Advertisers are not going to be very happy about this! 

Instagram is testing a new Stories UI, which shows parts of a Story series, and not all frames. A prompt to ‘Show All’ will appear in the top left corner to reveal the rest.

The prompt is visually easy to miss, therefore, it might be likely for viewers to miss out on the remaining parts. 

Digital strategists are speculating that this could most probably be tied to Instagram’s Reels-first approach. 

The feature is still in testing and we don’t know whether it is going to be rolled out soon or not. Its potential effects on the platform’s content strategy are also still unclear. 

Find out more here.