Instagram has developed a new "signature sound" for Reels, which will automatically be added to the end of every Reel that is downloaded from the platform.

Yep, that’s the sound. It’s like scraping a skateboard along a curb in Tony Hawk’s Pro Skater or clicking your mouse too many times on an error message. But, according to Instagram, this sound encapsulates the spirit of the app in one quick audio clip.

What exactly is a "signature sound," you ask?

Well, it's not really anything specific, but it can be whatever you interpret it to be. It doesn’t serve a functional purpose, but rather adds a branding element to Instagram content, which, ideally, will become recognizable as the app's own unique sound.

And that’s Instagram’s plan.

So why choose this particular sound?

Instagram says it’s part of their new “sonic identity”:

“From mild to wild, our Creative Audio and Brand teams designed, iterated, and tested a range of sounds to find the right vibe: a simple, iconic sound that’s meant to work with any Reel.”

Apparently, the Instagram team went through multiple sound tests, assigning emotional value to each.

“We created a vibe where we intentionally wanted it to be sharp yet imperfect. A metaphor for everyday creativity that doesn’t need to be flawless to be shared.”

Using the phrase “created a vibe” as a professional statement might raise some eyebrows, but for some reason, this sound is supposed to represent a blend of Reels’ moods and experiences.

So, when you download a Reel and hear this sound, that’s what it is. It’s not as catchy as TikTok’s signature bass drop and rise, but it’ll still catch your attention. Mostly because you might think something’s wrong with your phone—but hey, it’s attention nonetheless.