Observed Signal · Aug 29, 2024 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Neutral
Share Only Music in Instagram Story: How-To
German article explains that Instagram has introduced a feature allowing users to share a song in an Instagram Story without posting a photo or video, including a rotating vinyl animation. When a user has access to the feature, they can select Music before creating a Story to share a chosen song with the distinctive spinning record visual. The piece notes that Instagram has recently added other music-focused options, such as attaching music to Carousel Posts and adding a song to a user's profile. It also references a test spotted by app researcher Alessandro Paluzzi showing an Instagram Creator feature to continuously share what they listen to on Spotify via Instagram Notes, highlighting potential cross-platform data sharing that could inform fan engagement and advertising in the ecosystem. The update is framed as part of Instagram's broader push to foreground music and creator tools.
Major platform feature update (Instagram) introducing music-focused features and cross-platform music sharing.
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Key Takeaways & Evidence Grounding
- Instagram enables sharing a song in an Instagram Story without posting a photo or video, featuring a spinning vinyl animation.
- Users with access can select Music before Story creation to share a song with a rotating visual.
- Instagram has added music to Carousel Posts and allows songs on profiles.
- Alessandro Paluzzi discovered a test showing Instagram Creators can share their Spotify listening activity via Instagram Notes.
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Related Market Signals & Shifts
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Musician sentenced for AI streaming fraud
A 54-year-old musician in the US has been sentenced to 18 months in prison for orchestrating a large-scale streaming fraud scheme. Using up to 10,000 bots, thousands of fake accounts, and thousands of AI-generated songs, he manipulated streaming platforms such as Apple Music, Amazon Music, and YouTube between 2017 and 2024. The fraudulent streams generated millions in royalty payments. At one point, his songs achieved 80.9 million streams in April, far surpassing Taylor Swift's 9.3 million. The court also ordered him to repay over $8 million. His defense argued that no musicians were directly harmed, but prosecutors countered that real artists and fans were deprived of royalties.
Walmart outlines plan to dominate TV advertising
Walmart is aggressively expanding its retail media ambitions into TV advertising. The retailer, which acquired Vizio for $2.3 billion two years ago, is now building a streaming ecosystem that includes the recent acquisition of adtech firm Vibe.co for $1.4 billion. Walmart Connect, the retailer's ad business, is pitching itself to non-endemic advertisers, leveraging Vizio's smart TV OS and Vibe.co's performance-focused streaming platform. New partnerships with Skydance and Spotify aim to extend reach, and the Yahoo DSP integration is moving to alpha. Walmart's U.S. ad business grew 38% YoY in Q2, and the company is positioning its first-party commerce data as the key differentiator for TV ad targeting and measurement, even for brands that don't sell at Walmart.
Olyzon Launches Agentic Orchestration Platform for Advertising
Olyzon, an agentic orchestration platform for advertising, has launched its technology live in market, optimizing real advertising campaigns. The platform enables agencies and brands to orchestrate media budgets across CTV, YouTube, social, digital audio, and DOOH from a single interface, integrating with existing DSPs, SSPs, and measurement partners. It is positioned as a working example of a Unified Media Platform (UMP), connecting systems that previously operated in silos. Key integrations include Amazon DSP, DV360, The Trade Desk, Yahoo DSP, Universal Ads, Vibe, Spotify, PubMatic, Swivel.ai, DoubleVerify, Xpln, Lucid, and Innovid. The launch was announced at Advertising Week New York.
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