Observed Signal · Mar 19, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Instagram Tests Reels Sharing Directly to Stories
A new feature in testing lets Instagram creators publish Reels and simultaneously share them to their Stories, in an attempt to boost reach. The discovery was reported by App Researcher Jaskaran Singh. Reels already account for a large share of engagement on Instagram and Facebook, with short videos comprising over 60% of usage time and more than 4.5 billion daily shares. Instagram CEO Adam Mosseri emphasized the continued relevance of Stories for creators and engagement signals. The exact rollout timing for the direct Reels-to-Stories sharing feature remains unclear. The development sits alongside other Reel enhancements under evaluation, such as collaborative feeds and longer editor capabilities.
Major platform feature test on Instagram/Meta with potential reach impact in Reels and Stories; aligns with industry-shaping platform updates.
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Key Takeaways & Evidence Grounding
- A new feature in testing allows creators to share Reels directly to Stories at publication.
- The feature was discovered by App Researcher Jaskaran Singh.
- Reels and Stories are central to engagement, with short videos accounting for over 60% of usage time and more than 4.5 billion daily shares across platforms.
- Adam Mosseri emphasized the ongoing relevance of Stories for creators and engagement signals.
- rollout timing for the direct Reels-to-Stories sharing is not yet clear.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
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Grok Bot Searches X, Integrates Rival AI Models
SpaceXAI has enhanced its AI agent Grok Bot with the ability to continuously search and analyze the entire X platform. Users can now deploy the agent for 24/7 social listening, brand monitoring, and trend analysis, similar to Google's Information Agents. Grok Bot will also integrate other AI models from competitors, such as Claude Opus 5.5, Midjourney, and Suno, depending on the task. This move signals a shift towards multi-model AI agents and expands the capabilities of AI-driven social media analytics.
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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