Observed Signal · Jan 20, 2025 · Product Launch · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Instagram Adds Friends Reels Feed in Reels Tab
Instagram's CEO Adam Mosseri shares 2025 ranking insights in a reel, following the Friends Reels Feed update and the rollout of 3-minute Reels for US business accounts. Mosseri outlines two ranking types—Connected Reach (followers) and Unconnected Reach (non-followers)—with three core metrics for both: Watch Time, Likes per Reach, and Sends per Reach. He advises creators to monitor these metrics and notes that posting more generally increases reach, provided quality remains high. A newly launched Trial Reels feature may bypass the Connected Ranking for non-followers, before content is unlocked for followers. The piece also notes Instagram's broader format shift, with profiles defaulting to a 3:4 aspect ratio. This article builds on the earlier report about Friends Reels Feed and reinforces the emphasis on posting frequency and algorithm transparency for growth.
Regional rollout of a new Friends Reels Feed; initial stage
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Key Takeaways & Evidence Grounding
- Instagram announced 3-minute Reels for US Business Accounts
- Adam Mosseri described two ranking types: Connected Reach and Unconnected Reach
- Watch Time, Likes per Reach, and Sends per Reach are the key metrics for both ranking types
- Trial Reels feature lets non-followers bypass Connected Ranking before being shown to followers
- Profile grid formatting updated to a default 3:4 aspect ratio
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
Grok Bot Searches X, Integrates Rival AI Models
SpaceXAI has enhanced its AI agent Grok Bot with the ability to continuously search and analyze the entire X platform. Users can now deploy the agent for 24/7 social listening, brand monitoring, and trend analysis, similar to Google's Information Agents. Grok Bot will also integrate other AI models from competitors, such as Claude Opus 5.5, Midjourney, and Suno, depending on the task. This move signals a shift towards multi-model AI agents and expands the capabilities of AI-driven social media analytics.
Instagram Edits App Now Supports Carousel Creation
Instagram's Edits app now allows creators to create Carousel posts directly within the app, according to an announcement by Instagram's Creators account via Instagram and Threads. The feature is available immediately for iOS users, with an Android version expected soon. In a broadcast channel, Instagram head Adam Mosseri confirmed that users can mix photos and videos on any slide, connect images across slides, and use the same stickers, text effects, and cutouts used in video editing. This functionality aims to streamline content creation and boost engagement, as Carousels remain a popular format on the platform. Additionally, the Edits AI Assistant, which provides video ideas based on account metrics, is currently available only in the US. Meta continues to enhance its creator tools to support social media marketing efforts.
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