Instagram to Become a Video and Entertainment Platform

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Social networking app Instagram’s Head Adam Mosseri announced that they’ll begin testing new video features in the upcoming months to make the platform compete more directly with TikTok and YouTube. Instagram will no longer be just a ‘square photo-sharing app.’

“We’re no longer a photo-sharing app,” Mosseri said in a video posted on Twitter and Instagram. Video-sharing apps are rapidly expanding, and Mosseri says Instagram aims “to lean into that trend.”

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He indicated that the platform will be working towards entertainment and videos like its competitors — Google’s Youtube, and Chinese app TikTok and other new entrants. He also said the company is “trying to build new experiences primarily in four areas — creators, videos, shopping and messaging.”

Instagram already started experimenting with a new type of in-feed video recommendation, and Mosseri said more types of topic-based recommendations are on the way soon. Furthermore, the traditionally photo-centric platform is shifting its focus to video formats — showing “full-screen, immersive, entertaining, mobile-first video.”

According to Mosseri, the testing will be expected to take between six and 12 months, and the company aims to stay transparent about that process along the way.

(With Inputs from Agencies)