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“We are no longer a photo sharing app”

"We are no longer a photo sharing app"

Instagram manager Adam Mosseri announces further expansion to video as he says his company’s app is about more than just photo sharing.

In a video posted on social media, Mosseri says that Instagram is currently building new experiences in four key areas.

The company’s first priority is creators and helps them earn a living with new revenue generation features. Mosseri acknowledges that there has been a shift in power from institutions to individuals across industries, and he wants to move Instagram in that direction.

Second in priority is video, which is seeing tremendous growth online on all major platforms right now. Mosseri says Instagram should lean more into video and later explains how he plans to do so.


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A third area that Instagram plans to expand is shopping. The pandemic accelerated the shift from trading to offline to online and moved the industry forward by a number of years. Instagram is trying to take advantage of this trend.

The fourth area that Instagram plans to expand is messaging, which Mosseri says has become the primary way people connect with their close friends on the app. Over the past five years, communication has moved away from feed posts and stories and moved toward DMs.

Mosseri shares more information on how Instagram plans to expand its video offerings and get new content in front of more users.


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Big plans for video on Instagram

“We are no longer a photo sharing app,” says Mosseri before launching his company’s video plans.

Instagram research finds that the main reason people use the app is to be entertained. That’s what people are looking for every time they open it.

To keep its users entertained, Instagram will lean more into the video. Mosseri acknowledges that there is serious competition from TikTok and YouTube, which means there is plenty of work ahead for Instagram to get to the same level.

The company is addressing this challenge by working on a number of changes that will roll out in the near future. One of these changes is a new way of distributing content and introducing users to a wider range of creators.

Over the next few months, Instagram will experiment more within the recommendations. It involves displaying users’ content in their feed from accounts they may not be following yet.

An early version of this test began rolling out last week. This week there is a new test where users can say which topics they want to see more or less of.

Instagram will also experiment with how video is used as a content format. Mosseri briefly touches on what to expect:

“We also want to experiment with how we embrace video more broadly – full-screen, immersive, entertaining, mobile-first video. And then you will see us do a number of things or experiment with a number of things in this space in the coming months. ”


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Finally, the company expects to be more transparent in its communication about upcoming changes and notes that these plans represent an ongoing effort and not a night shift.

“Now we have an idea of ​​where we will end up in half a year or a year, but I am sure that things will change many times in between. This is not something we can just do overnight. So you will see us repeat and try to be very public about what we do and why with videos like this. ”

Watch the full video with Mosseri below:


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Changes coming to video on Instagram 📺

On Instagram, we are always trying to build new features that help you get the most out of your experience. Right now we are focused on four key areas: Creators, Video, Shopping and Messaging.

– Adam Mosseri (@mosseri) June 30, 2021

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