Observed Signal · Mar 26, 2025 · Deprecation · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Negative
Instagram Cancels Notes for Posts and Reels
Instagram will discontinue the Notes feature for Posts and Reels, though Notes will still be available on user profiles. The Notes feature rolled out in April 2024 to profiles, with a subsequent integration for Posts and Reels about a month later; the company is now turning off the option due to low adoption. Head of Instagram Adam Mosseri stated in a video post that the platform aims to simplify Instagram and will deactivate features that aren’t widely used. Despite this deprecation, Instagram continues to experiment with new ideas, including a TikTok-style Comment Search, an AI Agent in the Professional Dashboard for better community insights, a Voice Note Player for multitasking, and Group Chats directly from Story comments. The broader objective remains improving search experiences and preparing for potential ad inventories, while reconciling ongoing feature experimentation across the platform.
Moderate impact; deprecation of a feature on a major platform indicates ongoing simplification and potential shifts in creator engagement.
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Key Takeaways & Evidence Grounding
- Instagram will turn off the ability to share a note on posts or reels; notes remain on profiles.
- Notes rolled out to profiles in April 2024 and to posts/reels about a month later; the feature is being deprecated due to low adoption.
- Adam Mosseri explains the decision in a video post, citing a focus on simplifying Instagram and turning off underused features.
- Instagram is pursuing other experiments, including Comment Search (TikTok-like), an AI Agent in the Professional Dashboard, a Voice Note Player, and Group Chats from Story comments.
- The platform aims to improve its search experience to compete with other social platforms and explore potential ad inventories.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Global ad market grows 11.9% in 2026; print, TV weak
According to Warc Media's forecast, the global advertising market is set to grow by 11.9% in 2026 to $1.34 trillion, following 10% growth in 2024 and 2025. Key growth drivers include investments in AI and major events like the Olympics and the FIFA World Cup. Social media will see the strongest growth at 21.3% to $394.6 billion, followed by VOD, retail media, search, and DOOH. Traditional media declines: TV down 1.8%, print down 0.9%, and radio down 3.0%. Alphabet, Amazon, and Meta will capture a combined 59.7% of global ad spend outside China. The growth is expected to normalize to 8.4% in 2027 and 7.9% in 2028. AI is reshaping targeting, creative, and campaign optimization, and creating new ad environments like generative search.
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