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Instagram’s Chief Outlines the Key Areas of Focus for the App in 2022

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Instagram's Chief Outlines the Key Areas of Focus for the App in 2022


Throughout 2021, we saw Instagram copy virtually everything that TikTok has to offer, och according to Instagram chief Adam Mosseri, you can expect even more of the same in 2022, as the platform looks to focus on its key areas of growth – and in particular, consolidating its video formats to maximize engagement.

In the above video post, in which Mosseri sums up the past year, he also says that Instagram will be focused on two key themes in 2022 – ‘Video and Control’

On the video front, Mosseri says that – you guessed it – Reels will remain the key focus:

"Vi kommer att fördubbla vårt fokus på video och konsolidera alla våra videoformat runt Reels"

De rise and rise of TikTok has consequently increased the pressure on Instagram, which was once the leading platform for young people to connect, and since then, IG has been scrambling to catch up, in any way that it can, which has lead to mixed results from a perceptual and usage standpoint.

But from an overall usage standpoint, those efforts have worked. Back in June, Meta CEO Mark Zuckerberg noted that Reels had become the största bidragsgivaren till engagemangstillväxt på Instagram, and with the broader consumer shift towards short-form video, it makes sense for Instagram to also move with the times, and align with what people want to see.

So what will that look like in practice?

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We’re already seeing it, with Reels clips now being integrated into your main Instagram feed, while Instagram also merged its video formats back in October, and has since been automatically defaulting shorter videos into Reels clips as it looks to expand Reels reach and exposure.

Eventually – and I’ve been saying this for a couple of years now – I suspect Instagram will open to a full-screen Reels/Stories feed, moving away from the traditional home stream of static posts, which will put significantly more focus on the format, and make it the primary connection option, again moving more into line with TikTok.

Is that a good thing? Will it help Instagram slow TikTok’s momentum?

A lot comes down to your personal perspective, but for Instagram, and parent company Meta, the numbers will tell the ultimate tale. Even if you think their replication efforts are a little cheap and tacky, if engagement rises as a result…

Mosseri also notes that Instagram will be looking to make messaging a bigger focus in the app, which is now ‘the primary way that people connect online’, while it will also be looking to add more monetization tools for creators in the app.

And the final element of focus is transparency, and providing more insight into ‘how Instagram works’.

That will likely come in the form of Instagram’s coming chronological feed toggle, which will give users the capacity to easily switch to a reverse chronological post feed – though it won’t be a saveable option (i.e. you’ll need to manually switch to the chronological feed every time you open the app).

It’ll be interesting to see what other transparency elements Instagram looks to implement, in an effort to give users more control over their experience, and overall, it’ll be interesting to see whether Instagram’s continued push into TikTok-like territory will be its saving grace or its death knell.

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I mean, Instagram is far from failure in this respect. The app has more than a billion users (reportedly, Instagram now has more than 2 billion users, but that number has not been officially confirmed), and it’s still a key connection option for many, while its eCommerce push is also sparking new behaviors and trends in the app.

There are plenty of ways for Instagram to remain relevant and strong – but whether becoming more like TikTok will help it maintain connection with younger audiences is unclear.

Maybe, through enhanced opportunities for creators, it can lure more big names to its app, and away from TikTok, which will be a key pathway to ongoing growth, or maybe, through Meta’s coming AR wearables, Instagram will take on a new form of relevance in the coming AR shift.

There’s a lot to come, and you can expect a lot of change at IG as a result.

Also, more TikTok – you’ll see more and more TikTok-like elements, as has become the norm for the app.

Bonus: Instagram has also published its top hashtags of 2021:

Instagram top hashtags of 2021

Handy trend notes for your reference.





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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with de Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download här, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

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Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report här.

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