Instagram is introducing many updates to its platform to change how it operates to allow more exposure for smaller content creators.
The Instagram updates we can expect to see include changes with:
- Reels
- Notes
- Instagram ads
- Carousels
- AI updates
- Stories
Reels
Unsurprisingly, over 50% of the time spent on Instagram is on Reels! This highlights that Reels are an important tool for boosting user engagement for content creators.
New editing opportunities have been developed for Reels, which include:
- The ability to post Reels for close friends only, which works for public and private accounts. This has been available for stories but is now rolled out to reels.
- You can now add up to 5 collaborators, and all collaborators can see the comments and interactions with the Reel.
- Lyrics can be added, which can be customised on the Reels as to how they show up to the audience.
- Users can experience a new browsing experience to discover and save templates which can be kept for future use. This allows creators to upload their content into the template and post immediately.
- Creators can add up to 20 tracks of audio.
- You cannot add collaborators to previously posted Reels
These new editing opportunities mean creators using the Instagram platform can improve their reach and boost their exposure. This is achieved by the ability to create more engaging Reels and include collaborations with new creators, which can improve your reach as you’re now posting to audiences who may not have seen your content yet.
It is also important to note the best practices for Reels, which include:
- Use a three-second hook at the start of your video to stop people scrolling and gain their interest.
- If you want your content recommended, you should work in the sweet spot of 30-60 seconds.
- Use trending, relevant hashtags and audio.
- Ensure the content you are posting is of a high resolution.
It can be noted that users seeing the steadiest growth on Instagram are posting 10 or more Reels organically a month.
Notes
The second update we want to talk about is the creation of Notes. An Instagram note allows you to share a short status update with people.
Notes can be up to 60 characters long and are considered semi-private, as they can be shared with an entire audience or close friends only. They are temporary, lasting only 3 days.
Notes can now be posted on others’ content and your own. This can allow for an increase in exposure to new audiences. This is achieved by users being more likely to see a post of someone who they don’t follow if someone they do follow posts a note on their content.
However, challenges can occur for brands and content creators as there is the risk of a negative note being posted that their audience can see, damaging their brand reputation.
Instagram Ads
Instagram has made it possible for anyone running ads to place a banner at the bottom of a Reel.
This update is the one we are most excited about. Short-form content is becoming the norm for how users like to digest content, and now we have been given an ad placement on this type of content!
We expect these ads to be really effective for retargeting. Stay posted. We are testing this with some of our clients and will be posting case studies soon!
Instagram Carousels
An Instagram carousel allows users to post content containing more than one photo or video, which they can view by swiping left on the post.
Previously, content on Instagram posted as a carousel had to be the same size, meaning that elements that are longer or wider than the initial photo or video will have a black border across the top and bottom or left and right.
Instagram has now provided the ability to include various-sized images that can be uploaded together into a single carousel. This means that the images’ original size can be used without alterations to the dimensions.
However, these carousels are only possible if the post is organic, as they cannot be boosted. We are unsure why you would want to anyway—the best practice is not to have various image sizes! We’d recommend staying away from this update.
The carousel update to care about is that you can now add music to videos and static images within carousels – this one has been long overdue! Make sure you fully optimise your carousel posts with music to make them as engaging as possible, adding an extra layer of sound.
One final update that can be noted regarding carousels is that Instagram has now provided you with the ability to add up to 20 photos or videos to a single carousel.
Instagram has previously expanded their carousels to 15 photos or videos for a single post in March 2024, prior to this latest update of 20, which is a growth on the original limit of 10 and continues to progress on their current offerings.
This update has been created to make it easier for you to share your content on specific topic all in one post and it is available for all users!
AI Updates
It’s not an update without AI being mentioned these days, is it?!
Instagram is launching new artificial intelligence throughout its platform in AI Studio and AI Info.
AI Studio allows users to create customised AI chatbots that can reply to followers on their behalf. The AI chatbot looks like a regular DM, but it has a tiny notification stating that it is a chatbot and not a real person.
We’d recommend testing this one a lot before going live – from experience, a chatbot that doesn’t meet expectations frustrates people more than if the chatbot didn’t exist.
The second update is ‘AI Info’, previously known as ‘Made with AI’. AI Info is a label placed onto content suspected to be AI-generated. It is a tool used by creators’ audiences to understand what is true and what might not be. People want to know when things are made with AI and what is genuine and created by the content creator.
Instagram Stories
Instagram stories have included a new element called the Super Like.
Different from the regular story on Instagram, users can super-like someone’s story once every 24 hours.
Super likes currently don’t have any meaning behind them, unlike a gift that can be given via a live stream on TikTok, but we can expect to see a development in the impact a super like can have in the near future.
For example, super likes could potentially increase creators’ reach by improving their engagement with the audience. They could also substitute for common features such as a poll.
It will be interesting to see if a Super like gets more points than other interactions, considering you can only give 1 per day. We run regular competitions for some of our clients, and we plan on encouraging and testing super likes to see how they affect performance.
DM’s and Messaging
Instagram is a platform used for everyone to connect with their friends over common interests.
Over time, the platform has experienced a shift towards increased usage of the messaging feature, which Instagram is attempting to enhance by including features such as Notes, which promotes more private sharing.
Instagram aims to make messaging and DMs the main focus of the app by moving the messaging icon of the paper aeroplane to the middle at the bottom.
This can encourage the use of DMs, moving away from feed posting, which was previously the main focus of the app.
Why should we care about this as marketers? If Instagram is going to prioritise DMs and chats, we need to consider this in our strategies to ensure we stay in Instagram’s good books. If you encourage more DMs, Instagram will see this and likely think your content is liked by your community, and it will end up showing your posts more.
In Summary
Instagram is implementing updates to enhance user engagement and appeal to changes in user preferences regarding their usage habits across social media platforms.
What do you think of these updates? Are they beneficial to you and your business?
Contact ExtraDigital and explore new ways that the new updates can assist your journey to grow your business through social media!
