Head of Instagram Adam Mosseri confirms that in 2023 the platform will once again put photos at the center of the experience. Last year too many videos were even shown. A better balance is already having an effect on the company.
Adam Mosseri acknowledges that the platform has become too video-focused in the past year. For a while, this went so far that, in the eyes of many users, Instagram adhered extremely to the trendApp Approached TikTok – and neglected its own USPs and principles. In the summer of 2022, hundreds of thousands of users took action against the TikTokification of the app Petition „Make Instagram Instagram again.“ missed a reminder. Thereupon Instagram stopped some developmentswhich made the app look like TikTok 2.0 – including one Full-Screen-Feed-Test as well as the comprehensive display of recommendations in the style of TikToks For You Page. Mossers said a few months ago:
I’m glad we took a risk — if we’re not failing every once in a while, we’re not thinking big enough or bold enough. But we definitely need to take a big step back and regroup. [When] we’ve learned a lot, then we come back with some sort of new idea or iteration. So we’re going to work through that.
Meanwhile, Instagram seems to have learned a lot from the past year. The Meta subsidiary has already announced some big changes for 2023. Now Adam Mosseri also confirms that the platform wants to return to its roots in a way and give photos a lot more space again.
That’s what Adam Mosseri says about the realignment: “Too many videos and not enough photos”
Recently, in a Q&A, the platform chief was in his Instagram Story very clearly. He said that the 2022 video focus was too strong; and that in 2023 more photo content should be the focus again. Adam Mosseri explained:
I think we were overfocused on video in 2022 and pushed ranking too far, and basically showed too many videos and not enough photos. We’ve since balanced, so things like how often someone likes photos versus videos, and how often someone comments on photos versus videos, are roughly equal, which is a good sign that things are balanced.
Because photos on Instagram that Engagement Mosseri goes on to say that if you drive them forward in particular, they will appear and be promoted more from now on.
And so to the degree that there is more video on Instagram over time, it’s going to be because that’s what’s driving overall engagement more. But photos are always going to be an important part of what we do.
Chris Welch reports on Mosseri’s claims for The Verge and has released a transcript of the story explanation (since the story is now unavailable). However, it also shows that video content will continue to be an important part of Instagram’s strategy. As Moseri said:
We definitely have a number of photographers who have been upset. I want to be clear: though we are leaning into video, we still value photos. Photos will always be a part of Instagram
For example, Instagram is currently testing one CTA for reels, which calls on the user to to react to the short videos. Social media expert Hammod Oh shows on Twitter what the “ask to react” function could look like.
#Instagram is testing a new option when you’re sharing a Reel video via DMs “Ask to react” pic.twitter.com/7kZKPmR7fJ
— Hammod Oh (@hammodoh1) January 22, 2023
Also, users may soon be able to share albums they create with friends on Instagram also share as a reel in the group feature. However, these albums are primarily about photos and connections between users – two aspects that the platform would like to particularly strengthen in 2023.
#Instagram is working on the ability to create albums with friends ????
ℹ️ Everyone can add, download and delete photos and delete or forward the album or share as a #Reel pic.twitter.com/aihvf95ys2
— Alessandro Paluzzi (@alex193a) January 5, 2023
Here’s how Instagram is positioning itself in 2023: New app navigation and a focus on connections and creativity
Right at the beginning of this year Adam Mosseri introduced the three core elementsthat Instagram wants to focus on in 2023.
- Inspire Creativity
- Discover New Things
- Spark Connections
The platform aims to provide support with various features in terms of support for creation, providing users with more Explore moments and a focus on connections between users and creators. Towards the end of last year five new functions were introduced at oncethat meet these goals. The Candid Stories, for example – which are strongly reminiscent of BeReal – could ensure more connections and engagement between users. The new feature also pays attention to this goal Instagram Notes on and could increase the usage time in the app. Notes are short posts of up to 60 characters that contain only text and emojis.
With additional functions such as collaborative collections, new stickers in the story and group profiles, users on Instagram have a number of new options at hand to express themselves creatively and communicatively. Also features like the new ones Trending badges for companies and the Location Stickerdesigned to help boost story performance, underscore the importance of creation for Instagram.
The fact that creation is literally the center of attention was recently shown when when Mosseri introduced the novel app navigation. The biggest news was that the Shop tab will be removed from the app (from February 2023). Instagram confirmed the rearrangement in the navigation bar at the bottom of the screen. The reels tab moves to the position of the shop tab in the app. A shortcut for content creation is placed in the center of the navigation bar. Adam Mosseri explained:
[…] So we’re bringing create down to the bottom, front and center, and we’re removing the Shop Tab. But you’ll still be able to shop on Feed, in Stories, in Reels and in Ads. And this will launch in February. Now the idea here is to simplify Instagram and focus it more on what we’re trying to do. We’re trying to bring people together over what they love […].
???? Navigation Update ????
The navigation is changing in February to make it easier for people to create, be entertained and connect with friends over the things they love.https://t.co/9tR4kIH9d0 pic.twitter.com/DwinENhku7
— Adam Mosseri (@mosseri) January 10, 2023
The new Quiet Mode gives you a break
In addition, the platform is also increasingly committed to protecting very young users in particular. A number of new features are designed to help better manage the interests pursued on Instagram and the time spent on the platform. In addition to the Hidden Words (as a filter function for DMs and comments) and Not Interested Multi-Select (as an option to hide several posts at once in the discover feed) functions, the new Quiet Mode is of particular interest. This should give users a break. Users who activate Quiet Mode will no longer receive notifications during the selected period and the activity status in the profile will also change to “in quiet mode” during this time. Contacts who send a direct message to people in Quiet Mode will also receive an automatic response from Instagram that the user is currently taking an Instagram break. However, this function is not yet available in Germany.
Adam Mosseri has provided a summary in a video on Instagram for anyone who is interested in how the platform actually displays and ranks content, regardless of the new functions and Instagram’s orientation.