Observed Signal · Apr 8, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Locked Posts on Instagram: Viewable Only by Code
Instagram is testing a feature called Locked Posts, where posts and Reels are viewable only after entering a code. In the test, a lock-screen hint points to a code word hidden in the caption, which in the observed example was 'threads'. Viewers must enter the code to reveal the content, such as a Threads visual. The feature has been spotted by multiple researchers and creators, including Lia Haberman and Martijn Cales, highlighting the device as a potential parallel to locked chats on WhatsApp. Instagram, which reportedly has more than 320 million monthly active users, may roll out Locked Posts to more creators, though timing remains unclear. Some commentators worry the extra step could limit reach, while others see opportunities for engagement, dwell time, and targeted announcements (e.g., product drops or new album news). The company continues to test new features and gather insights ahead of any wider release.
New feature test on a major social platform; potential impact on engagement strategies, not widely deployed yet.
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Key Takeaways & Evidence Grounding
- Locked Posts are a new Instagram feature that require entering a code to view content.
- The test shows a code word hidden in the caption, 'threads'.
- The feature was observed by Lia Haberman and Martijn Cales.
- Instagram has over 320 million monthly active users.
- The article notes potential use cases like product drops or new albums as marketing hacks.
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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