Observed Signal · May 16, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Instagram Tests Shortcut for Second Accounts
Instagram is testing a Shortcut feature that lets users prominently link a second account, a partner brand, or a collaboration profile within the main profile. This aims to increase visibility, enable cross-channel synergies, and strengthen the platform’s community by making secondary projects more discoverable without relying on bio links. The test demonstrates direct navigation from the main profile to a secondary project or partner account, potentially simplifying cross-promotional workflows for creators and brands. An example mentioned is linking from the main profile to a Digital Bash account, illustrating potential reach and on-platform collaboration benefits. The feature could help teams unify multiple accounts, brands, or events under one profile, reducing navigation friction and boosting cross-project engagement on Instagram. Tech-Creator Hammod Oh showcased the concept on Threads, highlighting a quick switch between main and secondary channels.
Technical Release of a major platform feature (Instagram) enabling cross-account linking
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Key Takeaways & Evidence Grounding
- Instagram is testing a Shortcut feature to prominently link a second account, a partner brand, or a collaboration profile in the profile area.
- The feature aims to increase visibility, create synergies, and strengthen cross-channel community on Instagram.
- Previously, secondary accounts were often only linked in the bio; the Shortcut enables direct linking from the main profile.
- Tech-Creator Hammod Oh showcased the feature on Threads with a quick switch idea from main profile to a secondary project.
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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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