Important announcement: Instagram is no longer a photo-sharing app!

Everything you need to know about the new Instagram.

If you're trying to build your brand or profile on Instagram, the Head of Instagram has just shared an update you need to hear. In a recent IGTV post, he's pulled back the curtains to share Instagram's internal strategic priorities, and it's fair to say there are massive changes afoot.

Since Instagram launched in 2010, it has been known as a photo-sharing app. This has been their distinct identity in the world of social media. They're famous for it.

Until now.

You see, moving forward, Instagram is officially (in their own words) "no longer a photo-sharing app".

This is HUGE! They are openly letting go of their identity. Their unique position in market, to build a new one.

So, if Instagram doesn't want to be known as a photo-sharing app, what does it want to be known for?

Well, Mr Mosseri tells us there are four things they want to be known, and I'll let you know all four, but reading between the lines; there are two things you need to do if you want to thrive on the new Instagram.

First, you need to entertain because the #1 reason people visit Instagram is to be entertained. And second, you need to entertain through video.

Mr Mosseri went so far as to call out platforms like TikTok and YouTube as the reason why they are changing—acknowledging these platforms have forced (sorry, I mean "inspired") them to shift their direction and identity.

Instagram is leaning into video and experimenting with new ways to deliver entertaining videos to its users. It also sounds like they're going to try to make organic reach easier for video creators. Or at least, here's hoping.

Beyond video, as mentioned, there are three additional strategic priorities for Instagram in 2021:

Creators.

There has been a shift in power from institutions to individuals, and Instagram wants to empower creators to create on their platform and help them make money. If you're a creator, this is good news for you.

Shopping.

The pandemic has changed online shopping behaviour, Instagram plans to capitalise on that. If you play in the e-commerce space, please ensure you're selling on Instagram.

Messaging.

Instagram tells us that the way people connect with friends has changed, so it's less about feed and stories and more about direct messaging. As marketers, we also need to pay attention to this.

So there you have it.

Instagram is no longer about photo-sharing. It's all about videos, creators, shopping and direct messaging.

The important takeaway here is that if you haven't embraced video yet, it's time. It's time to start creating reels, get back into IGTV and get comfortable with that little red blinking light.

“Video is most definitely the king of content.”