Instagram certainly had a rather interesting 2022. In what can only be described as an extreme coaster ride of a year, Instagram also managed to hit some new milestones, including reaching a new high for monthly active users (2 billion). The majority of its strategy was mainly copying TikTok, which did improve engagement, but at the risk of losing its own identity.

Targets-Locked

The biggest challenge that Instagram will eventually face is that it’s no longer as distinct as it once was. It might have more tools and features, but they also serve as testimony that Instagram has lost its mojo and is no longer a cultural leader. Also, there seems to be this highly incessant push on Instagram to further lean into AI recommendations, which, for the most part, ended up costing it instead.

Then again, reaching 2 billion users does suggest that whatever tactics Instagram is employing, they must be working. With the ‘Gram’ becoming more and more like TikTok, that has at least stopped users from jumping to other apps. However, it does feel like Instagram is on the verge of falling from the cliff of relevance, but, the numbers do tell a tale – at least right now, Instagram remains a critical consideration for most marketers. With the advent of 2023 now upon us, it’s important to understand where the platform is headed. 

As if on cue, Instagram Chief Adma Mosseri has provided some insights on the platform’s three key priorities for this year: 

Inspiring More People to be Creative

Mosseri says that Instagram would be falling back more on its roots as the first major platform to implement filters and image overlays. As such, we should expect to see more visual customization and editing tools, possibly with more focus on AR creation and 3D object integrations. More creativity means that it’ll be a better draw for creators, which Meta’s aiming for since it knows it needs them to forward its Metaverse vision.

Help People Discover Things They Love

This basically plays to Instagram’s attempt to shift user behaviors toward a more TikTok-like experience, which hasn’t really played out well because it’s heavily reliant on the algorithm, which has been fine-tuned down to a tee on TikTok. Instagram has already started down this path, so expect to see more of it moving forward. 

Spark Connections Between People

This last element mainly alludes to the use of the main Instagram Feed for discovery, with more users now sharing and discussing posts via DMs and Stories, which is a new social engagement shift in itself. People have grown wary about what they post and share on their Feeds over time, which has led to an increase in more private interactions. Expect Instagram to feed into this with a range of new features like ‘Notes’, which enables users to share a conversation prompt in a Stories-like bubble directly above their inbox. So, the idea seems to be that these would help trigger more conversations and engagement in the app, which Mosseri says could help differentiate it from other apps. 

The Wrap

So, the best course of action is to take note of the latest creative additions in the app and how you can use them to improve your post presentation. As per the standard, though there might be certain new areas to watch out for, a core step is to identify your key value proposition, as well as what pain points your offerings seek to address. It also never hurts to better understand your audience’s broader interests, which could see your content displayed on more Feeds. Instagram’s looking to work with the trends, which could help guide your strategy to fall in line. It’s just the start of the year, so we have plenty of room for testing and adjustment.

Sources 

https://bit.ly/3IhFM1B