New Instagram Updates and Features for Marketers in 2023
You may have noticed Instagram is making new changes to the IG app, the biggest of which focuses on its up-and-coming competitor TikTok.
The image-based app is going to feature its Reels video function right at the bottom of the IG app. Reels videos are Instagram’s response to TikTok’s videos and launched July 2020.
Putting them in their own tab in such an eye-catchy place highlights Instagram’s dedication to overtake TikTok’s place in the market. Now, Facebook is ditching their traditional newsfeed and copying TikTok with a Discovery Engine.
Adam Mosseri, the head of Instagram stated:
“We don’t take these changes lightly – we haven’t updated Instagram’s home screen in a big way for quite a while.”
This is one of the biggest changes Instagram has made in the past decade. Mosseri comments:
“...How people create and enjoy culture has changed...the biggest risk to Instagram is not that we change too fast, but that we don’t change and become irrelevant.”
Meantime guess what else is happening? Facebook's ban hammer keeps dropping, read more to find out how to protect your ad account. Need an expert who worked at Facebook to help with Facebook ad policies and shut downs? Schedule a discovery call here.
Introducing Instagram broadcast channels
The Instagram Broadcast Channels have just come out in the latest update for Instagram's new features.
So what does an IG broadcast channel do? It lets creators to build community within a new messaging space. Perhaps you're an up and coming nano influencer - your Instagram Channel will act as a direct line between you and your followers.
It's kind of like a virtual email newsletter, where creators can distribute all their latest news directly to their most loyal followers. As of the time of this blog, IG Broadcast Channels are available only to US creators, but this feature will roll out worldwide in the coming months.
Want a do it yourself guide to not getting shutdown by Facebook's automations? Get it here.
Also let's talk about how video posts on IG are changing.
New Video Posts on Instagram Will Be Shared as Reels
Are you enjoying the short-form content of IG Reels? When I was in NYC recently, I used Reels to share my experience exploring the city. Now, new video posts under 15 minutes will be shared as reels.
- Discovery: If you create a reel and have a public account, it will also be eligible to be recommended and seen by more people on Instagram. This currently applies to reels that are under 90 seconds long. If your account is private, your videos will still only be shown to your followers.
- Profile: We will also consolidate the video and Reels tabs on your profile, so there is one home for all your videos.
- Past posts: Previous videos posted prior to this change will remain as videos and won’t become reels.
Content scheduling
It's pretty bad ass that you can pre-schedule Gmail emails, Facebook posts on Facebook Business Pages and now finally you can preschedule Instagram Posts. Just navigate to the ‘Advanced Settings’ menu. You'll find a toggle named ‘Schedule this post.’ When you turn this on, it allows the you to select the date and time when you want the post to be published.
Achievements
Instagram creators can unlock achievements related to specific actions they do when creating a Reel. This could include collaborating with another creator through Collabs tool, Add Yours sticker or Remix. Also making Reels more interactive with polls or quizzes will go towards an Achievement.
When you unlock an Achievement it will be visible through a notification once a Reel is published. The ‘…’ menu on a Reel will help users keep a track of their Achievements and possible new features.
Digital collectibles
When I worked on this project at Facebook, I helped creators ensure their Digital Collectibles functioned correctly. Digital collectibles are like non-fungible tokens (NFTs) which are designed to help creators make money on the platform.
The entire process from the creation of a digital collectible to its selling and buying happens on Instagram itself. Blockchains and wallets. Facebook shared what platform it was using for Digital Collectibles NFTs:
“Information for select collections where the metadata has been enriched by OpenSea, such as collection name and descriptions, will now be available on Instagram.”
Templates Browser
By tapping on ‘Templates’ in a Reel with 3 or more segments, the format of that Reel will be copied over to your camera, allowing you to upload or film content using the same template as the Reel you were just viewing. (The audio will also transfer.) Are you trying to recover your Facebook ad account? Here are a few tips.
Import Your Own Audio
Now, you can import your own audio directly within Instagram Reels to add commentary or background noise from any video that’s at least 5 seconds long on your camera roll. Not only that, but others will be able to use your audio in their Reels too. However, if licensed music is detected, it will be auto-attributed and linked to the song’s audio page.
Instagram’s navigation bar is changing (again)
Instagram is making a major change to its navigation bar in February. Starting this month, the Create shortcut is moving from the top navigation to the center of the bottom bar, a spot currently occupied by the Reels button. The Reels shortcut will shift to the right, replacing the Shop button.
The IG Shop tab will now shift as well.
Instagram users will still be able to access all their favorite shops through Discover or other channels on Instagram (like ads, in-feed posts, Reels, and Stories). Going forward, the shoppable content may just be strewn throughout all areas of the gram instead of in its own tab.
Instagram is launching Gifts for all creators in the US
When I was working on the Instagram Monetization Team at Meta, we talked about IG Gifts. This feature is another easy way for content creators on the gram to earn money through social media. Gifts allows fans to send digital gifts that eventually creators can monetize.
Gimme the Deets
The Gifts feature is selectively rolled out to creators on Instagram. If you are selected, you'll see a Gift option will appear in the bottom left corner of your Reels.
One of your followers, (or fans depending on what Facebook is calling them now) can choose and purchase a gift called Instagram Stars from the library and send it to you, the creator. When I worked with Stars On Reels at Meta, we let creators try new features to help us decide if we wanted to roll out or expand this product.
After a bit of time has elapsed, creators on IG can amass enough stars to withdraw these digital assets and exchange them for hold card cash, digitally. time the creators, once they accumulate a certain amount of gifts, will be able to exchange and withdraw them as real money.
How Will I Know if I'm Eligible?
- Creators needs to be based in America
- Have a professional Instagram account
- Actively create Reels on Instagram
- Follow the Monetization Policy
- Follow the Instagram Community Guidelines
To see if you are eligible, check for more information in your own Professional dashboard in the Instagram app.
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