Google’s Senior Vice President recently said that searches are growing the most on platforms like TikTok and Instagram.
Instagram It can no longer be a social network that only emerged to share images, therefore it will lose users who joined the platform through this format. This argument is raised after the clan kardashian–Jenner criticized the adoption of reels in Instagramformat that was established in the social network after the success of TikTok. Now, Meta’s platform has already responded to the most influential personalities on social networks.
There is a very important statistical argument, which supports the criticism of the clan kardashian–Jenneragainst the adoption Instagram of a video format. shareable drove a study in the United States and in 2020 discovered that the brand video engagement decreased in Instagram in a 37 percent and in Twitter 9 percent. Facebook stood out in that research for only having an increase 18 percent in this concept.
despite this insightof how the value of video with commercial uses in social networks depreciated, there is a trend very clear for GWI Y data report, which is the reason why the average network user in the world resorts to these platforms. Among five important reasons, 35 percent are looking for news and 31 percent want to find content.
The interest in stories is clear and if they are on video, much better, especially when Prabhakar Raghavan himself, Vice President Senior of Googlerecognized that the search habits of Internet users no longer prioritize engines such as Google to carry out this activity, now migrates this interest to social networks such as TikTok and Instagram.
There is a dilemma for Instagramon the one hand has important insights telling it that it is now a search medium and the video content motivates this exercise on its platform, as is the case with TikTok. On this same side you also have the trends, why network users enter these platforms and the search for content and news in trends are the reasons.
On the other side is the criticism that personalities like Tati Bruening have launched against the social network, ensuring that content from the accounts it follows on the network was sacrificed, in exchange for guidelines, recommended publications and Reels.
The complaint that Bruening viralized the message: “Do what Instagram be again Instagram” and immediately other weighty personalities such as kim kardashian Y Kylie Jenner they shared their ideal and the Instagram update became a brand problem, because it risked having a depreciation like the one it experienced Snapchatwhen Kylie Jenner posted a tweet in 2018, where he took pity on the social network, ironically asking who kept accessing it.
His message became at the time, in stock market losses estimated at one billion dollars for the platform, a phenomenon that many, estimated, would be repeated with Instagramso the CEO, Adam Mosseri, He has had to go out and stand up to criticism.
“We are experimenting with a number of different changes to the app, so we heard a lot of concerns from all of you, I want to be clear, it’s not good yet. And we’re going to have to get it to a good place, yeah we’re going to send it out to the rest of the community of Instagram”.
“I want to be clear: we will continue to support the photos. It is part of our heritage. That said, I have to be honest: I think Instagram will become video over time. We see this even if we don’t change anything. We see this even if you only look at the feed chronological”he clarified.
👋🏼 There’s a lot happening on Instagram right now.
I wanted to address a few things we’re working on to make Instagram a better experience.
Please let me know what you think 👇🏼 pic.twitter.com/x1If5qrCyS
— Adam Mosseri (@mosseri) July 26, 2022
There are, without a doubt, generalizations about the importance of video for network users. Now they seek to understand a trend with a video of TikTok either Instagramthe studies consulted by the director of Google to assert it they explain it. Despite this trend, where even the Mosseri warns that the future Instagram will be the video, there are big debts to pay like the engagement for which many users joined Instagram and the study that talks about the drop in the impact that its scheduled videos have on users. It will be important to see what operational trends are coming and what measures will be used to extinguish negative mentions such as criticism of the clan kardashian–Jenner and also see how they will increase the impact of commercial videos in your network.
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