Observed Signal · Jun 18, 2024 · Technical Release · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Should you share Instagram posts via DM?
Instagram is nudging creators to share their own posts through direct messages to boost visibility. Instagram chief Adam Mosseri has noted that shares on the platform are becoming more important than likes or comments, though creators worry about DM fatigue. The article warns that while sending posts via DM could help reach new audiences, an excessive volume may deter followers. It also highlights the Creator Insights Overlay, which displays last-30-days metrics such as follower count, reached accounts, and engaging accounts, and offers two CTAs to guide actions. In addition, Instagram is testing cross-posting of posts to WhatsApp and Threads, tying Meta platforms closer together and potentially broadening distribution. The piece also mentions improvements to creator search for advertisers and other business-focused tooling. Overall, the piece analyzes the trade-offs between boosting creator visibility and preserving user experience on the platform.
New creator tools and cross-platform sharing features affecting creator workflows and advertiser reach.
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Key Takeaways & Evidence Grounding
- Instagram prompts creators to share their posts via direct messages to boost visibility.
- Adam Mosseri stated shares are more important than likes and comments.
- Creator Insights Overlay shows follower count, reached accounts, and accounts that interacted in the last 30 days, plus two CTAs.
- Cross posting from Instagram to WhatsApp and to Threads is being tested.
- Sharing posts via DM may increase visibility but excessive messages could deter followers.
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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