Instagram to double down on video content in 2022

Instagram has confirmed that it will shift its focus to video content in the new year despite its original role as an image sharing platform.

A year dominated by video content  

In a video message posted earlier this week, Instagram head Adam Mosseri said Instagram, which is “no longer just a photo sharing app”, will “double down” on video content in the coming months to “consolidate all of our video products around Reels and continue to grow that product”.

It comes as the popular social media platform, which was launched in 2010, continues adapting its current offerings to cater to growing demand and concentrate on the ongoing digital trend of video content. In October of this year, for example, it removed its longstanding IGTV feature in an attempt to reintroduce long-form videos to the main feed.

In 2021, Pinterest, Spotify, and Facebook also tapped into video content by introducing a number of new features to stay relevant and, as some may argue, to bring them closer in line with one of this year’s most popular social media platforms, TikTok.

A good sign for influencers

In addition to diverting its attention to video content, Mosseri also confirmed that Instagram would be introducing a number of monetisation tools in the near year to allow influencers and content creators to continue making a living through sponsored images and videos with related brands.

2022 will also see the app will focus on messaging and transparency with greater changes needed to convince users that their safety, security, and privacy remain chief concerns.

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