Observed Signal · Feb 24, 2023 · Policy Update · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Instagram returns to photos; Reels views down 20%
Instagram appears to be pivoting back toward photos, with CEO Adam Mosseri signaling a 2023 emphasis on photo content as engagement-boosters, after a period of heavy video and Reels focus intended to mirror TikTok. The move has already influenced performance metrics, with Adweek reporting some brand accounts seeing up to a 20% drop in Reels views while photo performance improves. Social-media experts like Ashni Mehta note that brands may pause or reallocate video budgets while video production remains costly, though others insist video remains essential. Meta, for its part, says it has not changed how Reels are served. The broader context includes past petitions to curb TikTokification and ongoing debates about the balance between photo and video content on Instagram. The piece underscores how platform strategy shifts can ripple across creative workflows and advertising outcomes.
Moderate impact: indicates Instagram's shift toward photos affecting Reels engagement; relevant to AdTech/MarTech and social media advertising.
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Key Takeaways & Evidence Grounding
- Instagram CEO Adam Mosseri confirmed a 2023 focus on photos, acknowledging last year had too many videos.
- Adweek reports some brand accounts saw up to a 20% decline in Reels views while photo performance improved.
- Ashni Mehta notes video production is costly and budgets may be reallocated from video to photo content.
- Meta spokesperson stated there have been no changes yet to how Reels are served to users.
- The article references past petitions to rein in TikTokification and ongoing debates about Instagram's content balance.
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Grok Bot Searches X, Integrates Rival AI Models
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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.
OpenAI defends advertising in ChatGPT for humanity's benefit
At Advertising Week New York, OpenAI's VP of monetization partnerships, Samantha Jacobson, defended the company's move to introduce ads in ChatGPT, framing it as a way to make AGI benefits accessible to all, since not everyone can pay for subscriptions. She emphasized consumer trust as paramount, even at the expense of revenue, and contrasted ChatGPT's intent-based advertising with traditional demographic targeting, which she called 'creepy.' OpenAI's ad business has grown rapidly: ads launched in February, a self-serve ad manager in the US in May, and by late August reached a $1 billion annualized run rate, with tens of thousands of advertisers in over 40 countries. The company reportedly targets $2.5 billion in ad revenue this year and $100 billion by 2030. Jacobson's comments come amid broader industry skepticism about ad-funded models and privacy concerns.
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