B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • News Corp
  • Married At First Sight
  • NRL
  • Cairns Hatchlings
  • Channel 10
  • oOh!Media
  • WPP
  • Anthony Albanese
  • Thinkerbell
  • Special
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Instagram Continues To Target TikTok With New Video Announcements
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Instagram Continues To Target TikTok With New Video Announcements
MediaTechnology

Instagram Continues To Target TikTok With New Video Announcements

Staff Writers
Published on: 6th July 2021 at 3:11 PM
Edited by Staff Writers
Share
2 Min Read
SHARE

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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Instagram, TikTok
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Emboldened, Emotional & Inspired – Cairns Crocodiles Masterclass, Presented By News Australia, Tug The Heartstrings
16/05/2025
TV Ratings (15/05/2025): Women’s State Of Origin Game 2 Pulls Nearly Twice The Viewers Of AFL Clash
16/05/2025
Nine Hails “A Great Day For Investigative Journalism” As Ben Roberts-Smith Loses Defamation Appeal
16/05/2025
Keep Left Updates Earned Media Impact Score Platform
16/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?