If your Instagram feed feels like it’s slipped into winter overnight, you’re not imagining things. The “Snow Effect” has taken over Reels, with creators across India covering their videos in soft, dreamy snowfall.
The magic comes from Restyle, Meta’s new AI-powered tool inside the Edits app. In just a few weeks, it has turned into one of the biggest obsessions in the creator world.
Just a tap, and it’s snowing!
The reason it’s caught on is simple: it takes zero effort. Not long ago, adding snowfall meant downloading extra apps, fiddling with overlays, and learning editing hacks. Now, it’s just one tap, and suddenly, a regular video looks like a scene from a film. That easy transformation is exactly what people are hooked on.
Creators across languages are making the trend their own. Hindi creator @tech_liyakat has crossed 5.5 million views with a straightforward tutorial. In Gujarati, @ramlo_sindhav3 is using it for lifestyle clips, while @pratikwaghmare_07 in Marathi and @vinodkumark205 in Kannada are experimenting with timing and transitions so the snow falls in rhythm with their subjects.
What started as a filter has now become a little playground for regional creativity.
What Meta wants from it
For Meta, this kind of response is the dream.
“We built this feature so that anyone can experiment creatively and make fun, interesting videos to share with their friends, family, and followers,” the company explained.
The idea isn’t just to hand out a pretty effect, but to make professional-looking editing feel simple and natural.
As a Meta spokesperson put it: “It’s about giving everyday moments that extra spark, without needing professional skills.” And with the snow effect, that’s exactly what’s happening.
Why everyone’s joining in
It’s easy: no apps, no skills—just tap and post.
It looks good: snow sets the mood instantly: cosy, cinematic, nostalgic.
It spreads fast: Instagram often boosts new effects, so snow videos get more eyeballs.
It feels local: creators across languages are adding their own twists.
It’s FOMO-driven: when everyone’s posting snow, you don’t want to be left out.
Meta and Instagram are also quietly making Restyle a lot smoother to use. The latest rollout brings faster performance, which is especially noticeable when applying popular effects like this one. For people on mid-range devices, that means less lag and a much snappier experience.
At the same time, users are beginning to see more preset options inside Restyle’s menu. Instead of just snow, Instagram is also introducing new seasonal and ambient overlays like rain, fog, and warm golden light.
Creators are also experimenting with layered transitions, mixing snow with colour grading, light leaks, and blending modes to make the effect feel more natural and dynamic. In short, the snow is evolving.
The idea is to give creators more ways to instantly transform a simple clip into something atmospheric, without needing extra apps or editing skills.
It’s a small update on the surface, but together these changes make Restyle feel more polished and versatile, which is exactly the kind of accessibility Meta seems to be aiming for.
Will it last?
Like most Instagram crazes, this one will probably melt away once the next big effect rolls in. But it’s already proved something bigger: that AI-powered editing isn’t just for pros anymore. With Restyle, anyone with a phone can create clips that feel polished, cinematic, and fun.
For Indian creators, the snow isn’t really about the flakes falling on-screen. It’s about what they represent: creativity that’s quick, playful, and easy to share. And maybe that’s the real reason Reels everywhere are snowing right now.