Observed Signal · Feb 17, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Instagram Tests Dislike Button for Comments
Instagram is expanding user controls and monetization options with multiple feature tests. The platform is testing a Dislike Button for comments on Feed posts and Reels to downrank problematic comments. It also officially enables paid testimonials, letting brands compensate creators for leaving positive comments on ads or posts, with those testimonials pinned to the top of the comment section for visibility; payment terms are negotiated between creator and brand and can include free products. In addition, Meta researchers noted two new feeds under test: 'Because you follow' and 'Instagram Suggested,' intended to improve ad and content recommendations. Finally, Instagram has rolled out disappearing messages for EU users’ DMs, with options to delete after viewing, after 24 hours, or after seven days. These moves illustrate Meta’s broader push to test moderation tools, creator monetization, and cross-service integration across Instagram and Threads.
Technical Release of a platform feature by a major platform (Meta).
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Key Takeaways & Evidence Grounding
- Dislike Button test for comments on Instagram Feed posts and Reels
- New monetization option: creators can be paid for testimonials in comments on ads/posts, with testimonials pinned for visibility
- Two new content recommendation tests: 'Because you follow' and 'Instagram Suggested'
- EU users gain disappearing messages in DMs with auto-delete options (after seen, 24 hours, 7 days)
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Google launches unified agentic AI for Gemini
At a Google Cloud event on Thursday, Google announced it is bringing agentic AI to its Gemini assistant, launching a unified agent that can autonomously plan and execute tasks on behalf of users. Aimed initially at businesses, the agent can connect to internal systems and external tools, use custom skills, and even choose from third-party models like Anthropic's Claude. It will have its own Workspace account with an email address, and will write its own audit trail. Early testers include On, Shopify, and PayPal. Gemini has over 1 billion monthly active users, and nearly 90% of Fortune 100 companies use Gemini Enterprise.
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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