Instagram has begun rolling out an “Auto Scroll” feature to select users, allowing content to automatically play and advance to the next post without manual interaction, according to a blog post by creator economy consultant Lindsey Gamble. 

The option appears when users tap the three dots menu on a post. Once enabled, the feature creates a hands-free browsing experience through the main feed.

This development aligns Instagram with competitors TikTok and YouTube, which already offer similar auto-scrolling capabilities.

Image credit: @earningwithdedra, who noticed the new feature first

User Experience Considerations

The auto-scroll function could potentially increase content views for creators and brands by removing the friction of manual navigation.

The feature may particularly impact how Gen Z interacts with content, as this demographic actively curates their social media experience. According to Meta’s research with BAMM Global, 63% of Gen Z users deliberately curate their Instagram and Facebook feeds to ensure they are relevant to their interests.

As Gamble notes, the introduction of auto-scroll creates a more “lean-back” viewing experience that mirrors how users already consume Reels content. This passive browsing mode could potentially increase the time spent on the platform, although some observers note that it might contribute to increased “doom-scrolling” behavior.

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