While TikTok’s fate seems to be taking all the steam out of social media headlines lately, Instagram remains one of the better social platform options for businesses.
On a entrepreneur-oriented podcast earlier this month, Instagram chief Adam Mosseri made a point that’s worth noting as you plan your business’ social strategies. According to Mosseri, creators typically reach more people through their feeds than Stories, though the opposite is true for Instagram users in general.
“If you look at how people share on Instagram, creators aside, there are more photos and videos not including text shared in DMs than there are in Stories every day, and there are way more photos and videos shared into Stories than into feed every day,” Mosseri said. “So yes, feed is for average folk to share photos or videos that they’re really proud of, but it’s a very small percentage of average folk who actually post to feed on a given day, whereas for creators, it’s much higher, so it’s becoming much more of a public domain, whereas Stories and DMs are much more about where your friends are.”
If the average creator reaches more people through feed than Stories, that makes your Insta feed a key tool for growth and connecting with potential clients, even if usage trends overall have deprioritized main feeds.
For users tracking their content performance, Instagram is reportedly testing a monthly recap summary, offering a Stories-like full-screen set of slides that summarize performance, with data on Reels and posts, views from non-followers, notes on your activity, top posts, and comparative views data. No information has been shared as to if or when this will be made available to all users.
In another test, Instagram is trying out a new feature to drive engagement: lockable posts, which can only be accessed with a secret code. This could be a great way to reward loyal customers or followers—by, for example, offering them a sneak peek at a collection or a special sale. Instagram hasn’t announced whether lockable posts will make it beyond testing, but here’s hoping they do—they could be a very cool form of engagement for businesses.
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