Instagram will now attach a new "signature sound" to Reels, which will accompany every Reel downloaded from the app at its tail end.
Yes, that's it. It sounds like you're jutting into the curb on your skateboard in Tony Hawk Pro Skater, or you've clicked the mouse one too many times on an error message. But this, according to IG, captures the essence of Instagram, in one simple audio hit.

What's a "signature sound" you ask?

Well, it's not really anything, though it's also whatever you want it to be. It doesn't do anything or mean anything, as such, but it adds a branding element to IG content, which, ideally, becomes recognizable as the sound of the app.

And again, the above is what IG's going with.

So why this sound specifically?

Instagram says that this is part of its new "sonic identity":

So, from mild to wild, our Creative Audio and Brand teams designed, iterated, and tested a variety of different sounds to land the right vibe: a simple and iconic sound that's designed to fit with every Reel.\"\

Apparently, the IG team went through a lot of tests of different sounds and assigned emotional values to them.

We brought a vibe where we intentionally wanted it to be punctuated, but imperfect. A metaphor for everyday creativity that doesn't have to be perfect to be shared."

"Brought a vibe", as a professional statement, immediately puts your credibility in jeopardy, but for some reason, this audio represents an amalgamation of Reels sounds and feelings.

So when you download a Reel and you hear it, this is what it is. It's not as cool as the TikTok bass drop then uplift, but it'll certainly grab your attention. I mean, mostly because you'll think your phone has freaked out, but attention nonetheless.