Observed Signal · Jan 23, 2026 · Experiment / Test · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Instagram Tests Friends Count, Replaces Follows
Instagram is piloting a Friends Count on user profiles, substituting the traditional Follow Count. Friends are defined as accounts that follow a user back, often resulting in a lower total than the Follow Count and signaling reciprocal connections. The test is described as a small rollout for a limited set of creators, with no clear indication of a broad Germany-wide deployment. In parallel, some Rings Awards winners will be allowed to use unique Like icons in 2026. The initiative aligns with a broader emphasis on authentic human connections and signals a shift away from purely vanity metrics, as Instagram experiments with credibility indicators and label usage in the feed to distinguish genuine interactions from AI-driven content.
Major platform metric experiment with potential industry impact; limited rollout.
Track Meta Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Instagram tests a Friends Count on profiles, replacing Follow Count.
- Friends are defined as accounts that follow back, often lower than Follow Count.
- Test is limited to a small group of creators; rollout beyond that remains unclear.
- 25 Rings Awards winners will receive unique Like icons for their posts in 2026.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Instagram Tests Close Friends Exit Feature; Expands Your Algo
Instagram is advancing its AI-driven approach to discovery and search, with CEO Adam Mosseri describing AI as an amplifier for existing platform capabilities rather than a complete reinvention. The company is also testing a new Close Friends exit feature that would let users remove themselves from other users' Close Friends lists, addressing awkward privacy dynamics in sensitive connections; the feature is still in development. In addition, Instagram is rolling out worldwide the Your Algo controls for Reels, enabling users to specify up to three core interests to influence content, following an initial US rollout. The coverage frames 2026 as a shift toward authentic, behavior-based signals and AI-assisted tools that prioritize relevance over vanity metrics, with Mosseri’s assertion that the glossy feed is dead highlighting a broader reorientation of the platform.
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.
AWNY, Jupiter Fest Spotlight Agentic Ads and Open Web
Advertising Week New York and the inaugural Jupiter Festival Miami highlighted the industry's shift toward agentic advertising and anxieties about the open web's future. Major announcements included TikTok's off-platform ad expansion and a new AI shopping agent, Meta's AI campaign assistant testing, and OpenAI's visual ads introduction. Paramount's $110 billion acquisition of Warner Bros. Discovery closed, forming Skydance. Key themes were the threat of AI to publisher traffic, the rise of AI visibility tools, the early stage of agentic media buying, unsolved cross-platform measurement, and the booming sports and retail media sectors. Deals included PubX's acquisition of Compliant and a $5 million Series A, and OpenAI's reported $30 billion round talks with BlackRock and UAE investors.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.