In a video message, Instagram’s head Adam Mosseri said that the platform will “double down” on video and focus on Reels in the upcoming year. Mosseri said Instagram will “consolidate all of our video products around Reels and continue to grow that product”, Engadget reported on Wednesday.
“We are going to have to rethink what Instagram is because the world is changing quickly and we’re going to have to change with it,” Mosseri said. Instagram has been making some changes to how it handles videos in recent months. In October, it killed off the IGTV brand to bring longer-form videos into the main feed. However, users need to tap through Reels to watch the full video.
For creators, Mosseri said Instagram will introduce more monetisation tools to help them make a living. In addition, he said Instagram will focus on messaging and transparency in 2022. He noted the platform will double down on its work on controls as well, earlier this month, Instagram announced it will add parental controls in March. A version of the chronological feed will return next year too, the report said.
The platform has reiterated what it said in July earlier this year. “We’re no longer a photo-sharing app or a square photo-sharing app. Let’s be honest, there’s some really serious competition right now. TikTok is huge, YouTube is even bigger, and there are lots of other upstarts as well. People are looking to Instagram to be entertained, there’s stiff competition and there’s more to do. We have to embrace that, and that means change,” Mosseri had noted earlier this year. He had noted that Instagram is trying to build new experiences in four areas including creators, video, shopping and messaging.