Instagram has announced their intention to prioritise video, according to Adam Mosseri, head of the platform.
In a video posted to Twitter, Mosseri listed four areas where users could expect change: creators, video, shopping and messaging.
He went on to specifically talk about video, citing how “video is driving an immense amount of growth online for all the major platforms right now, and it’s one that I think we need to lean into more.”
Changes are coming to video on Instagram 📺
At Instagram we’re always trying to build new features that help you get the most out of your experience. Right now we’re focused on four key areas: Creators, Video, Shopping and Messaging. pic.twitter.com/ezFp4hfDpf
— Adam Mosseri 😷 (@mosseri) June 30, 2021
In the video, Mosseri said Instagram is “no longer a photo sharing app, or a square photo-sharing app” and cited research saying the number one reason people use Instagram is “to be entertained”.
He also openly spoke about the fact that the video world has “serious competition right now”, citing the size of both TikTok and YouTube.
TikTok is the most obvious competitor for Instagram in this area. Last year Instagram has introduced Reels, short videos of up to 15 seconds that, like TikTok, allow for in-platform audio and video editing.
According to Mosseri, Instagram will also be experimenting more with recommendations, “showing you things in Feed that you may not be following yet.” However, users will be able to select which topics they want to see more or less of.
One of the most interesting nuggets of information about what theis new “embrace” of video will see an emphasis on”full screen, immersive, entertaining, mobile-first video.” Focus on full screen is a shift away from Instagram’s established formula – square shaped picture arranged in a grid.
Experimental changes will likely be coming over the next few months.
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