Instagram’s transformative success with Reels has the brand pushing “unconnected” content. IG Chief Adam Mosseri shared that video content now comprises more than half of the time spent on the app. In turn, Instagram is focusing on creating a participatory experience, encouraging users to share and discuss Reels. The platform is also shifting towards artificial intelligence-based recommendations, similar to TikTok’s For You feed, showcasing a wider variety of “unconnected content” (profiles that users don’t follow) after demand for diverse content and enhanced engagement. Mosseri says, “There are hundreds of millions of pieces of content posted today that are from accounts you don’t follow, and a few of those might be really exciting for you.” (Social Media Today)
📊 YPulse data: 59% of 13-39-year-olds use Instagram, and 38% of that group use Reels
