by Are you up to date on changes from Instagram? Wondering which Instagram updates are important to marketers and business owners?
In this article, we explore Instagram changes that affect your marketing.
#1: Instagram Private Sharing Features
In July 2023, Instagram CEO Adam Mosseri explained that the reason we are seeing less content from friends in the feed is because people are sharing less to the feed. Instead, they’re sharing in Stories and DMs.
The platform is leaning into this behavior with new tools that support more private conversations, including Audio Clips and Selfie Videos for Notes.
Additionally, Instagram expanded the “close friends” functionality to allow multiple friend groups. You can create groups around specific interests or relationships, like family, travel buddies, volunteering team, etc. In these groups, you can share Stories and communicate back and forth in a group chat format.
Our Take: Surprisingly, you can have up to 250 people in each group. Savvy marketers will leverage these groups as curated lead nurturing lists by tailoring content and special offers to each specific audience.
#2: Ad-Free Instagram Subscriptions
According to a Wall Street Journal report, Meta is exploring a paid monthly subscription model for ad-free versions of Facebook and Instagram in the European Union.
The plan would charge around €10 (£8.68) per month for desktop access or €13 (£11.28) on mobile for each account. Additional linked accounts would cost extra.
Our Take: Paid Instagram subscriptions are a possible solution to Meta’s need to comply with the data protection laws in Europe, and Instagram marketing expert Chelsea Peitz doesn’t think the rollout will extend beyond EU countries.
#3: Instagram Reels Features
Reels Following Feed
Instagram added a new “Following” feed in the Reels tab, to let you see only Reels from accounts that you follow.
Our Take: We don’t think Instagram will make the Following feed the default view in the Reels tab but it does provide an opportunity for marketers to prompt audiences to follow brand accounts so they don’t miss a reel.
The rollout seems to be hit and miss; neither our guest nor our host has the feature.
Sharing to Reels
Instagram is introducing direct sharing from third-party apps to Reels. Now apps can implement a “Share to Reels” button so videos can be posted with one tap instead of downloading first.
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GET THE DETAILS#4: Instagram Stickers
Instagram is experimenting with two new stickers: The App sticker takes people from Instagram to an external app. And a Secret sticker that reveals content when a viewer responds to the story.
Our Take: Details are light but the Secret sticker has us excited. Our goal as marketers is to capture someone's attention in a very busy place. And one of the best ways to capture someone's attention is to use what Hollywood screenwriters call a brain gap. They show something interesting in the opening scene and people stick around to watch and see what happens.
The Secret sticker plays into that by letting you tease something people are interested in and they message you to get the rest of the story.
Chelsea Peitz teaches sales professionals how to leverage social media and technology to build a powerful personal brand and develop content that generates real leads. She's host of The Chelsea Peitz Podcast. Her most recent book is What to Post.
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