“We are no longer a photo sharing app”



Instagram director Adam Mosseri announces a further expansion in the video by stating that his company’s app isn’t just about sharing photos.

In a video posted to social media, Mosseri says Instagram is currently creating new experiences in four key areas.

The company’s first priority is creators and help them earn a living with new monetization features. Mosseri recognizes that there has been a transfer of power from institutions to individuals in all sectors, and he wants to steer Instagram in that direction.

The second priority is video, which is currently experiencing immense online growth across all major platforms. Mosseri says Instagram needs to lean more into video, and later explains how he plans to do it.


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A third area that Instagram plans to develop is shopping. The pandemic has accelerated the shift from offline to online commerce, pushing the industry forward by several years. Instagram is trying to capitalize on this trend.

The fourth area that Instagram plans to develop 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 thread messages and stories and shifted to 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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Great plans for video on Instagram

“We’re no longer a photo-sharing app,” Mosseri says before embarking on his company’s video projects.

Instagram research reveals that the main reason people use the app is for fun. It’s what people are looking for every time they open it.

To entertain its users, Instagram will focus more on video. Mosseri acknowledges that there is serious competition from TikTok and YouTube, which means there is still a lot of work to be done to keep Instagram on par.

The company is meeting this challenge by working on a number of changes that will be rolled out in the near future. One of those changes is a new way to distribute content and introduce users to a wider variety of creators.

Over the next few months, Instagram will be experimenting more in the recommendation space. This involves showing users’ content in their feed from accounts they may not yet be following.

A first version of this test began to be deployed last week. This week there is a new test where users can tell which topics they want to see more or less.

Instagram will also be experimenting with how video is used as a content format. Mosseri briefly explains what to expect:

“We’re also going to be experimenting with how to embrace video more broadly – full screen, immersive, entertaining, first and foremost mobile video. And so you’ll see us doing a number of things, or experimenting with a number of things in this space over the next few months. “


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Finally, the company expects to be more transparent in its communication of upcoming changes, noting that these plans represent an ongoing effort and not overnight change.

“Now we have an idea of ​​where we want to end up in six months or a year, but I’m sure things will change a few times between now and then. It is not something we can do overnight. So you’ll see us rehearsing and trying to be very public about what we’re doing and why with videos like this.

See the full video with Mosseri below:


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