Observed Signal · Jun 23, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Instagram Tests Explore Feature for Stories to Boost Reach
OnlineMarketing.de reports that Instagram is testing a dedicated Explore feature for Stories that would surface public, similar content directly within Story Visuals. In early tests, a magnifying-glass (loupe) icon with the label 'Explore similar stories' appears beneath the creator’s name, offering suggestions of public stories from accounts that may be unfamiliar to the viewer. Tapping the CTA navigates to these comparable stories, potentially expanding reach beyond a creator’s existing audience. The test is currently limited and not yet visible to all users; rollout timing remains unclear. Meta has previously experimented with in-Explore Story content since 2016, and the new Explore area would sit within the Stories experience to boost discovery and engagement. The feature could pave the way for future ads or monetization in the Explore context, but a wider rollout remains uncertain.
Major platform feature test with potential impact on reach and discovery in Instagram Stories.
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Key Takeaways & Evidence Grounding
- Instagram is testing an Explore feature for Stories that surfaces public, similar content within Story Visuals.
- A magnifying-glass icon with the CTA 'Explore similar stories' appears under the creator name in test builds.
- Tapping the CTA shows public stories from unfamiliar creators, not just the viewer’s existing connections.
- The test is limited, with rollout timing and full availability still unclear.
- The Explore feature could integrate with Instagram’s broader discovery and potentially pave the way for ads in Explore.
Connected Companies & Entities
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Related Market Signals & Shifts
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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.
Xbox Launches TV & Film Division; Meta Tests Link Restrictions
This AdExchanger news roundup covers three major stories. Xbox has unveiled a new TV and film division named XP, led by Kayleen Walters, to explore monetization opportunities including formalizing sponsorships and brand partnerships. Separately, Meta is testing Meta One, a subscription bundle, and has begun charging non-subscribed business pages for including more than two external links in posts, with news pages currently exempt. Additionally, the article discusses the trend of mid-sized independent agencies merging into hybrid holding companies, citing Wpromote's acquisition of Giant Spoon, Chemistry's acquisition of Colossus, and Acadia's purchase of Crush, as competitive pressures from larger groups like Omnicom-IPG and Publicis intensify.
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