Instagram has launched a new sound identity for its Reels section. The new sound, presented in a post on the social network, will play at the end of each Reel. According to the design team, they tested “a variety of different sounds” until they found one that is “simple and iconic.” However, many users have pointed out that they do not like the result—not at all.
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Subscribe (it's FREE) ►Siera Sinclair, sound designer at Meta, explained that the goal was to create “a punctuated, yet imperfect environment, a metaphor for everyday creativity.” According to Sinclair, “not everything creative needs to be perfect to be shared,” referring to the philosophy behind this sound. The design process was meticulous, involving multiple listening tests, adjustments, and different versions. The final sound begins with a bass drum hit symbolizing creativity, followed by a vibration that extends for a second.
Despite Meta’s efforts, the public’s response has been mostly negative, to the point of comparing the sound to a digital error message. “This really reminds me of a ‘fatal error’ warning message,” noted one user in the comments of the post, while another expressed, “I thought it was a download error.”
One aspect that greatly concerns users is the frequency with which the sound will be heard, as it will play at the end of each Reel watched or downloaded, which could make it somewhat annoying. A user warned: “Hearing this all the time would not be pleasant,” and asked Instagram to “reconsider” its choice.
According to Instagram, the biggest challenge for the design team was to create a soundtrack that could adapt to all types of Reels, “from the most serious to the inspiring or comedic.” However, while some consider that the sound fits well with the more “light-hearted” or motivational Reels, its suitability for more serious or sad content shared by users is not so clear. Will Meta end up reversing the sound?
