Gone are the days when Instagram feeds were full of filtered amateur food photography. Now, when you log in to the app, you'll likely find more and more video content.

The social media platform has shifted its focus to video in recent years, prioritizing products such as its short-form video feature Reels amid competition with TikTok.

The changes in Instagram have led many users to be disgruntled with the platform. But Instagram's video-centric focus is seems to be here to stay and could present opportunities for creators and brands, social media strategists said.

"I remember when (Instagram) first came out and we were all using those filters... on our photos," said Christina Olivarez, founder and chief executive officer of The Social Butterfly Gal. "If you scroll back to your oldest form of a photo on Instagram, you will see it completely changed. And I think that is why so many people are freaking out because it's that shift in where things are going now."

Currently, Instagram is testing a feature that turns video posts into Reels, Meta, the company that owns the platform, said.

"We’re testing this feature as part of our efforts to simplify and improve the video experience on Instagram," a Meta spokesperson said in an email.

Last year, Instagram head Adam Mosseri said the platform is "no longer a photo-sharing app," noting users are looking to be entertained and acknowledging competition from YouTube and TikTok.

Mosseri also said that one of the company's goals for 2022 is to "double down" on its video products and consolidate all of its video formats around Reels.

As Instagram continues to focus on video, here's what experts say that means for users and brands.

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What are users complaining about?

For users, the appeal of Instagram is that it's has gone from just an image platform to an intimate and engaging app, Yael Bar tur, social media consultant and partner at the public relations firm Sitrick.