Observed Signal · Dec 16, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Instagram Auto-Scroll and Secret Reels
Instagram is expanding its feature set with an auto-scroll option for Reels, now available to more users including in the EU and on both Android and iOS. The feature automatically plays the next Reel when one ends, reducing manual swipes and aiming to boost watch time. The article also reports tests of exclusive Reels accessible via a user-chosen access code, potentially enabling creator-only content, behind-the-scenes material, and new monetization concepts. In addition, Instagram is piloting a new metric to show how many Likes a single slide receives within a carousel, providing granular performance insights for creators. The piece notes broader experiments around user control of the algorithm, and mentions other IG developments like a Watch History-driven Scroll to Just Watched and longer Reels camera tools. The coverage portrays Instagram as tuning for passive consumption while exploring exclusive access and deeper analytics for creators and brands.
Major feature rollout by a leading platform (Instagram/Meta) affecting user experience, creator analytics, and potential monetization.
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Key Takeaways & Evidence Grounding
- Auto-Scroll rollout: Instagram extends Auto-Scroll for Reels to more users, including the EU; available on Android and iOS; access varies by account.
- Auto-Scroll detail: automatically plays the next Reel after one ends, reducing friction and potentially increasing dwell time.
- Secret Content: Exclusive Reels with access codes are being tested; creator NICKY shared first screenshots.
- Carousel insights: Instagram is testing a metric that shows how many Likes a single slide within a carousel receives.
- Your Algorithm: US-only test to show topics assigned to a user and allow adjustments, with optional sharing of interests in Stories.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Instagram Adds Reels Sorting Filters and Quicksnaps
Instagram is rolling out two new features aimed at discovery and intimate sharing. First, Reels now includes sorting filters in the Reels tab to switch between Latest and Most Viewed, signaled by a small arrow in the interface. The change was first spotted by content creator @boywhoblogs, and Lindsey Gamble described it as a signal that Instagram is prioritizing discoverability and performance in a TikTok-like approach. The option currently appears limited to a subset of users. Separately, Instagram introduced Quicksnaps, a feature for sending ephemeral, unedited photos to a select circle; the items disappear after viewing and the function was spotted by Radu Oncescu, appearing near Notes in the Direct Messages area. The article also touches on Storylines and other experiments as Meta balances performance with personal moments amid regulatory scrutiny.
Threads tests Gems to honor valuable posts daily
Threads is testing a new feature called Gems, which awards up to 25 outstanding conversations daily with a visible diamond badge. The selection is algorithm-based, focusing on originality, timeliness, and authentic discussion, regardless of follower count. Posts or direct replies qualify, but reposts and content cross-posted from Instagram are excluded. The feature is currently limited to public US-based accounts of users aged 18 and older, though the badges are visible globally, including in Germany. Recipients get a notification and can share the badge. Users can hide the label if desired. Initial hints appeared in August via app researcher Alessandro Paluzzi. Threads aims to encourage original and engaging content, with no negative impact on reach for non-recipients.
Meta Bans TikTok Ads on Its Platforms in Multiple Regions
Meta has banned advertisements and paid marketing messages for TikTok, owned by ByteDance, on its platforms in the US, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam, effective October 8, 2026. The ban applies to both direct ByteDance ads and third-party campaigns linking to TikTok or other ByteDance services. Meta spokesperson Chris Sgro confirmed the move, citing standard practice to avoid supporting competitors. This intensifies rivalry between the social media giants, both designated as gatekeepers under the EU's Digital Markets Act. The ban excludes EU countries, but raises questions about cross-platform advertising. It follows Meta's $16.7 billion settlement with US states over youth safety, which requires TikTok and YouTube to implement similar safeguards, suggesting a strategic pressure tactic.
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