• Hunter Communications

Instagram announces app updates: video content to become priority

Updated: Oct 13


While it is widely known that video is ‘king’ in the digital world - with research suggesting video posts receive up to twice as much engagement as other types of content – this has been reaffirmed by Instagram’s CEO, who recently announced video will become the key priority for the app.


In a move to compete with video sharing social media platforms TikTok and YouTube, Instagram CEO Adam Mosseri recently shared some significant changes coming to Instagram, including a heavy focus on video content. While photo sharing will still be available, this type of content will not be considered a priority in Instagram’s updated algorithm.


Users can expect to see numerous changes and experiments on Instagram over the coming months, as the app reformulates itself to reimagine the experience. Mr. Mosseri said the primary focus areas on the app will be:


· Creators

· Video

· Shopping

· Messaging


While photo sharing will still be available, this type of content will not be considered a priority in Instagram’s updated algorithm.


Similar to TikTok’s ‘For You Page’ concept, Mr. Mosseri revealed that Instagram would be providing more ‘recommendations’ to Instagram users – showcasing content from other users that they don’t follow, based on their likes and interests.


Further to this, Instagram will look to create more immersive and engaging content by focussing on full-screen videos – another concept pulled directly from TikTok.


While it is yet to be confirmed exactly how Instagram will implement its new strategy, we can expect to see new features being trialled on the app and a serious reformatting to Instagram’s existing layout.


Instagram has often been referred to as the ‘copycat app’ – a strategy that has seen the platform evolve over the years by cloning features available on other social medias, with little or no changes to the original concept. For example, Instagram ‘Stories’ was pulled from Snapchat and Instagram ‘Reels’ is an attempt to replicate TikTok’s offering.


Now, we are seeing Instagram directly compete with the top video sharing apps – replicating both YouTube’s long-form video offering, and TikTok’s short-form video content.

There has been much industry speculation as to whether this strategy will continue to reap rewards for the app, or if Instagram will eventually run its course by becoming an umbrella app that is too broad…


Only time will tell, but you can rest assured that the Hunter team will be in the know and keep you updated on the latest social media changes.

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