Observed Signal · Nov 22, 2024 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Negative
Instagram Drops Hashtag Following, Adds Story Highlights Tab
Instagram has announced a forthcoming change: starting December 13, users will no longer be able to follow hashtags, and hashtags they already follow will cease to appear in the feed after that date. In addition, Story Highlights will be relocated to the Profile Grid with a dedicated tab, potentially alongside posts and Reels. App Researcher Alessandro Paluzzi uncovered a view of the new Highlights UI, while Instagram CEO Adam Mosseri explained the change as a UI optimization to surface more relevant content above the fold. The update may be driven by factors such as spam mitigation and a long‑running decline in hashtag relevance. The article also notes that contextual search could increasingly leverage generative AI, such as Meta AI, in future iterations. Some users may be frustrated by the shift, and the broader hashtag ecosystem’s utility is questioned as discovery evolves.
Major platform feature change by Meta affecting discovery and hashtag usage; classified as a Technical Release.
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Key Takeaways & Evidence Grounding
- Starting December 13, users cannot follow hashtags on Instagram, and existing followed hashtags will not appear in the feed after that date.
- Story Highlights will be moved to a dedicated tab in the Profile Grid, alongside posts and Reels.
- App Researcher Alessandro Paluzzi discovered a view of the new Highlights placement; Adam Mosseri described the change as UI optimization in AMA discussions.
- Contextual search on Instagram may increasingly rely on generative AI (e.g., Meta AI) in future approaches.
- In 2022, Instagram reportedly tested limiting hashtags per post to five, while Mosseri stated that hashtags still matter.
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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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