Observed Signal · Sep 24, 2025 · Product Launch · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Instagram Reaches 3 Billion Users, New Reels Features
Instagram has surpassed 3 billion monthly active users, the platform announced ahead of its 15th birthday on Oct 6. Meta's Adam Mosseri revealed in a Reel that two new core features are coming to Reels to celebrate the milestone. The first feature will let users personalize the Reels algorithm by selecting topics they are most interested in and choosing whether to see more or less of them. The second update will change app navigation to make Reels and Direct Messages more prominent, placing them alongside the Home button in the main navigation. Instagram originally launched in 2010 and was acquired by Facebook in 2012 for about $1 billion. The announcement underscores ongoing emphasis on creator tools and personalized content experiences on Meta’s social platforms, with potential implications for content discovery and engagement on Instagram and related ad ecosystems.
Major social platform feature updates affecting Reels and user experience; potential impact on the AdTech ecosystem.
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Key Takeaways & Evidence Grounding
- Instagram now has over 3 billion monthly active users
- Two new core Reels features announced by Adam Mosseri in a Reel
- New features include personalization of the Reels algorithm by topics of interest
- Navigation update to place Reels and DMs more prominently in Home/Reels tabs
- Instagram was sold to Facebook in 2012 for about $1B
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Instagram Lets Users Tune Algorithm, Post 3D Photos
Meta announces new Instagram features designed to give users more control over what they see and to diversify content creation. A refreshed option lets users indicate which topics they want to see more or less, with Instagram proposing categories and allowing users to add their own; initial rollout targets Reels, with possible expansion to Explore and Threads. Instagram is also enabling posts in a 3D look that includes motion in the feed, though rollout appears incomplete. The company highlighted strong engagement metrics: Instagram exceeded 3 billion monthly active users, Meta AI is used by over 1 billion people monthly, and more than 20 billion images have been created with Meta AI tools. Threads continues to grow, now reporting about 150 million daily active users and confirming global Ads integration on the platform. Adam Mosseri publicly announced the algorithm-control feature.
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 advertising for TikTok on its platforms (Instagram, Facebook, WhatsApp) in several countries, including the USA, Japan, Vietnam, Canada, Egypt, Indonesia, and Thailand. This action, confirmed by Meta spokesperson Chris Sgro, prevents both ByteDance and third-party advertisers from promoting TikTok within Meta's ecosystem. The ban is seen as a competitive move amidst escalating rivalry between Meta, ByteDance, and YouTube. It may also be linked to Meta's recent $16.7 billion settlement with US states over youth safety, which includes conditions that require competitors like TikTok and YouTube to implement similar protective measures, suggesting a strategic pressure tactic to ensure they share the cost and responsibility of child safety initiatives.
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