Observed Signal · Jul 29, 2024 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Instagram DMs: Lock and Hide Individual Chats
Instagram is testing a Lock and Hide feature for Direct Messages that lets users relocate individual chats into a private folder visible only to them and secured with biometrics such as Face ID or a fingerprint. The aim is to shield messages from prying eyes when someone else has access to the device, aligning with broader privacy efforts in Meta's app ecosystem. The feature was first spotted by social-media expert Jonah Manzano and shared on Threads with a screenshot, though the writer reports they cannot currently access it, suggesting the roll-out may be in early testing or limited in scope. The concept echoes WhatsApp’s similar option introduced in 2023, where a dedicated privacy layer was described by Meta as adding protection for private messages. If expanded, the feature could become a standard privacy layer for Instagram DMs across devices.
Moderate relevance: new privacy feature rollout for DMs on a major platform.
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Key Takeaways & Evidence Grounding
- Instagram rolled out a Lock and Hide DM feature for first users to conceal individual chats.
- Chats can be moved to a private folder visible only to the user and protected by Face ID or biometric authentication.
- The feature was discovered by Jonah Manzano and shared via Threads with a screenshot.
- The author cannot yet access the feature, suggesting it may be in testing or early rollout.
- WhatsApp has a similar feature since 2023 described by Meta as an 'extra layer of privacy.'
Connected Companies & Entities
2 Entities mappedRelated 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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