MARKETING

Instagram’s efforts to reclaim young users will see the video become the focus of the main content display


Soon, your main Instagram feed will be a combined display of relevant posts with images, stories, reels and video content, all displayed in a user-friendly, full-screen drag-and-drop screen, ala TikTok, as the platform works to keep up with trends uses that are evolving, and stop the flow of users migrating to the short video application.

Instagram hasn’t confirmed this in any official capacity, but the app is increasingly going, with the latest experiment with longer videos in Stories, which essentially brings all its video formats in order, which will facilitate the next phase of merging content.

Why would Instagram do this?

As mentioned, the rise and rise of TikTok has left Instagram and parent company Meta completely distraught, especially as it expects the next big shift, and using its huge reach to introduce the ‘metaverse’, a new digital platform of impressive experiences that will ideally help make Meta an even more critical utility, in terms of e-commerce, entertainment, social tools, etc.

But if Meta continues to lose favor with younger users, as statistics show is happening, then it won’t be able to maximize this new boost, as it will be harder to achieve widespread acceptance of, say, new AR glasses or its advanced VR headphones, as all these new elements become harder sell if young people don’t want to spend their time in Meta apps because they just aren’t a cool place anymore.

Of course, Meta could still win them over with advanced tools and features that could become the next key trend. But at the moment, the migration from Facebook and Instagram is significant, and as TikTok continues to grow, it presents various growth problems for Meta, both for her current and long-term plans.

That’s why Instagram, Meta’s key connector for youth culture, is now seeking to reciprocate.

So what will it look like in practice?

In short, I would expect traditional Instagram news with static posts and videos to be out soon.

Instagram boss Adam Mosseri has already highlighted various changes in that regard. Back in January, Mosseri noticed that IG wanted to merge its current video tools to better facilitate creation and reduce confusion in the app.

As Moseri explained Decoder:

We are looking for how we can – not only with IGTV, but on the whole of Instagram – simplify and consolidate ideas, because we placed a lot of new bets last year. I think this year we need to get back to our focus on simplicity and craft. ”

Instagram last month announced the merging of its video feeds into one format, along with the withdrawal of the IGTV brand, while the latest 60-second video test in Stories essentially now means all posts, Stories and Reels now have the same video post length.

This means that you will soon be able to post full Reels in Stories, share regular video posts like Reels, etc. Basically, all of Instagram’s video options are put in order, step by step, as the platform works to make it easier to upload video content in one stream.

And here comes this new test.

Instagram Reels label

As you can see in this new notice, which is shared by the user Hammod Oh on Twitter, now, when you record a short video in the app, Instagram will automatically post it as Reel, and there is this new note on the composer’s screen:

“Your video can appear in Reels, it can also be seen on your profile and in the feeds of your followers.”

So, all your videos can be displayed in the same places – while again, some users can also share the same in Stories, bringing everyone into a larger set of Instagram video posts.

Which is the key goal. TikTok is able to highlight the best content to each user as it can extract from a huge array of publicly released clips, which it can then display in your ‘For You’ feed, according to your preferences. Instagram can’t do that because it’s limited to the people you follow in the main feed, while it also doesn’t open full screen, like TikTok.

But that could be the next big step.

Late last month, as part of Meta’s third-quarter earnings announcement, CEO Mark Zuckerberg said re-establishing a connection with younger audiences will be a key focus for the company’s progress.

As Zuckerberg explained:

Historically, young adults have been a strong foundation, and that’s important because they’re the future. But over the last decade, as the audience using our apps has expanded so much and we have focused on providing services to everyone, our services have become best for most people who use them, not especially for young adults. And during this period, the competition also became more intense, especially with Apple’s iMessage growing in popularity and the recent rise of TikTok, which is one of the most efficient competitors we have ever faced.

As a result, Zuckerberg says Meta’s teams will “to make the service of young adults his star north“, Which will see them want to align with the trends of younger users, instead of sticking to more traditional processes.

Adam Mosseri from Instagram also noted his greater focus on video, in particular, explaining back in July that:

“We will also experiment with how to capture video on a wider scale – full screen, impressive, fun, video that comes first for mobile devices.”

Instagram, Mosseri also noted, “is no longer a photo-sharing app,” saying people come to Instagram to have fun, not to watch a digital photo album as such.

Combined, these statements and experiments point to a big shift for Instagram, which is likely to, as noted, see the platform move more towards TikTok-like content, all full-screen, giving Instagram a better insight into what they are. interests of each user and enable him to then improve the user experience especially in accordance with the behavior of younger users.

Which will also mean big shifts in the process for social media marketers – but really, given the various experiments and changes that are already in place, this is happening anyway.

Indeed, it seems obvious, even logical, that Instagram started right there. But it will be a big change for the app and not everyone will like it.

But again, as Zuckerberg explained in his rationale for his strategic change:

… This will involve trade-offs in our products and is likely to mean that the rest of our community will grow more slowly than it would otherwise have. But it should also mean that our services become stronger for young adults. ”

Some older users won’t like it, but Meta is willing to take that risk to gain a critical younger cohort of users.

All of this points to big changes, and as all Instagram video tools align, you can probably expect that sooner rather than later.

Prepare to change your IG strategy in 2022.





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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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