Instagram’s Chief Outlines the Key Areas of Focus for the App in 2022


Throughout 2021, we noticed Instagram reproduction nearly the entirety that TikTok has to supply, and according to Instagram chief Adam Mosseri, you’ll be able to be expecting much more of the identical in 2022, as the platform seems to concentrate on its key spaces of expansion – and in specific, consolidating its video codecs to maximise engagement.

In the above video publish, in which Mosseri sums up the previous yr, he additionally says that Instagram will likely be interested by two key issues in 2022 – ‘Video and Control’

On the video entrance, Mosseri says that – you guessed it – Reels will stay the key center of attention:

“We’re going to double-down on our center of attention on video and consolidate all of our video codecs round Reels”

The upward thrust and upward thrust of TikTok has because of this greater the force on Instagram, which was once as soon as the main platform for younger folks to attach, and because then, IG has been scrambling to catch up, in any approach that it may possibly, which has result in combined effects from a perceptual and utilization viewpoint.

But from an general utilization viewpoint, the ones efforts have labored. Back in June, Meta CEO Mark Zuckerberg famous that Reels had transform the greatest contributor to engagement expansion on Instagram, and with the broader client shift in opposition to short-form video, it is smart for Instagram to additionally transfer with the instances, and align with what folks wish to see.

So what is going to that seem like in follow?

We’re already seeing it, with Reels clips now being built-in into your major Instagram feed, whilst Instagram additionally merged its video codecs again in October, and has since been mechanically defaulting shorter movies into Reels clips because it seems to amplify Reels achieve and publicity.

Instagram video upload flow

Eventually – and I’ve been announcing this for a pair of years now – I think Instagram will open to a full-screen Reels/Stories feed, shifting clear of the conventional house flow of static posts, which is able to put considerably extra center of attention on the structure, and make it the number one connection choice, once more shifting extra into line with TikTok.

Is {that a} just right factor? Will it assist Instagram sluggish TikTok’s momentum?

So much comes down in your non-public standpoint, however for Instagram, and father or mother corporate Meta, the numbers will inform the final story. Even should you assume their replication efforts are a bit affordable and shabby, if engagement rises consequently…

Mosseri additionally notes that Instagram will likely be having a look to make messaging a larger center of attention in the app, which is now ‘the number one approach that individuals attach on-line’, whilst it’s going to even be having a look so as to add extra monetization gear for creators in the app.

And the ultimate part of center of attention is transparency, and offering extra perception into ‘how Instagram works’.

That will most likely come in the kind of Instagram’s coming chronological feed toggle, which is able to give customers the capability to simply transfer to a opposite chronological publish feed – even though it gained’t be a saveable choice (i.e. you’ll wish to manually transfer to the chronological feed each and every time you open the app).

It’ll be attention-grabbing to peer what different transparency parts Instagram seems to put into effect, in an effort to provide customers extra regulate over their enjoy, and general, it’ll be attention-grabbing to peer whether or not Instagram’s endured push into TikTok-like territory will likely be its saving grace or its loss of life knell.

I imply, Instagram is some distance from failure in this recognize. The app has greater than one thousand million customers (reportedly, Instagram now has more than 2 billion users, however that quantity has now not been formally showed), and it’s nonetheless a key connection choice for many, whilst its eCommerce push may be sparking new behaviors and developments in the app.

There are masses of techniques for Instagram to stay related and robust – however whether or not changing into extra like TikTok will assist it take care of reference to more youthful audiences is unclear.

Maybe, thru enhanced alternatives for creators, it may possibly trap extra giant names to its app, and clear of TikTok, which will likely be a key pathway to ongoing expansion, or perhaps, thru Meta’s coming AR wearables, Instagram will tackle a brand new kind of relevance in the coming AR shift.

There’s so much to come back, and you’ll be able to be expecting so much of trade at IG consequently.

Also, extra TikTok – you’ll see increasingly TikTok-like parts, as has transform the norm for the app.

Bonus: Instagram has additionally printed its top hashtags of 2021:

Instagram top hashtags of 2021

Handy pattern notes for your reference.



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