Observed Signal · Feb 20, 2023 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Instagram Tests Reels Watchtime and Snooze Posts
Instagram is testing two new features aimed at giving users and business accounts greater control over content and performance insights. The platform reportedly added Watch Time for Reels, allowing businesses to track total and average viewing times for their Reels. Separately, Instagram introduced a Snooze option that silences all recommended posts for 30 days, while still showing posts from followed accounts. Coverage references social-media researchers Hammod Oh and Ahmed Ghanem, who shared screenshots and tweets about the tests. Meta is also pursuing broader Instagram improvements, including a channels broadcast chat and, in some regions, verified memberships. The company previously signaled additional features such as Hidden Words and Not Interested Multi-Select, with Quiet Mode remaining a core focus. These developments illustrate ongoing experimentation with how Instagram surfaces content and manages user engagement, without implying a rollout timeline.
Moderate Instagram feature updates with user control and insights; not industry-shifting.
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Key Takeaways & Evidence Grounding
- Instagram is testing Watch Time for Reels insights for Business Accounts, including total Watch Time and Average Watch Time.
- Instagram introduced a Snooze option for recommended posts, pausing them for 30 days.
- Watch Time tests and Snooze feature were reported by Hammod Oh (@hammodoh1) and Ahmed Ghanem (@ahmedghanem) on Twitter.
- Meta reportedly launched Channels and is testing verified memberships in selected regions.
- Hidden Words and Not Interested Multi-Select are part of Instagram's broader feature efforts, with Quiet Mode highlighted among upcoming features.
Connected Companies & Entities
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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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