Observed Signal · Dec 21, 2023 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Instagram Tests Public Share Counts
Instagram has begun testing publicly visible Share Counts for a subset of accounts, displaying a numeric count beside the paper-plane icon on posts. The feature appears limited to a small number of brands and is not yet visible for all posts. It remains unclear how counts are calculated, including whether shares from Stories, direct messages, or external sharing are included. The public Share Count could reinforce shares as a meaningful metric and influence content strategies across formats, aligning with Instagram’s focus on user connections, where DMs and Stories are increasingly important. Instagram CEO Adam Mosseri has noted the growing importance of DMs and Stories on the platform. Some brands may prefer to keep share numbers private, and it is not known whether hiding capabilities will be offered. Threads is also reportedly testing a similar Share Count feature.
Major platform feature release from Meta (Instagram) impacting measurement/engagement metrics in the social media ecosystem
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Key Takeaways & Evidence Grounding
- First accounts on Instagram display publicly visible Share Counts next to the paper airplane icon on posts.
- The feature is currently a test limited to a small number of accounts/brands.
- It is unclear how counts are calculated (which shares count, e.g., Stories, DMs, external shares).
- Instagram CEO Adam Mosseri says DMs and Stories are increasingly important for the platform.
- Threads is reportedly testing a share-count feature as well.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Google Reworks EU Search After Fine, Ikea Skyrim Mod
Google is reworking its European search results to comply with the Digital Markets Act after a €460 million fine, now showing rival specialized search links before sponsored placements and hiding dynamic pricing. Ikea launched a sponsored Skyrim mod featuring a sentient Kallax shelf voiced by Matt Berry, highlighting a trend in branded gaming content and Microsoft's push to monetize its IP. The article also discusses the fallout from a Callaway and Good Good Golf ad, which led to executive resignations, and touches on other topics like a Polymarket ad apology and the DOJ's review of the Fox-Roku merger.
UTA listed as Streaming App on State of Streaming
This State of Streaming publisher page lists UTA as a streaming-app entry in its company directory and links to the company's website (unitedtalent.com). The page aggregates related State of Streaming coverage and exclusives—highlighting an Adweek-led study reference and a podcast episode featuring Jon Schulz, CMO of Viant—and promotes a free ebook, "The 2026 Advertiser's Guide to Streaming TV." The page is a directory/profile entry rather than a standalone news story and includes navigational links to multiple State of Streaming articles and resources. Copyright notice shows 2026 for the publisher.
OpenAI Tests Exclusion Targeting for ChatGPT Ads
OpenAI is testing exclusion (negative) targeting guidance for its ChatGPT Ads system with a small group of advertisers, a feature confirmed to Adweek by spokesperson Taya Christianson. The option would let advertisers indicate chat contexts where they do not want their ads to appear; it is still in development and no rollout date has been announced. ChatGPT Ads, which launched in February 2026 and expanded to Germany and 30 additional markets on August 24, 2026, display beneath model answers and include image creative, advertiser name, favicon, title, description, and a landing page. Some ad buyers and an AI visibility provider have raised concerns about explaining target audiences to ChatGPT, limited placement controls, and poor visibility into where ads run. OpenAI reports over 900 million weekly users, many on free tiers where ads appear.
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