Instagram: Product Updates You Need to Know in 2024
Reading Time: 5 min
Want to stay ahead of the curve and maximise your impact on Instagram in 2024? This article breaks down the latest product updates you need to know to boost your engagement, reach new audiences, and achieve your business goals. From exciting new features to crucial algorithm changes, we’ve got you covered.
Summary
April – June Updates
Jan – Feb Updates
Instagram's Cracking Down on Engagement Bait
Back in June, Instagram warned users against trying to “hack engagement.” Specifically, they said they won’t recommend content that explicitly asks for comments, shares, tags, or other actions – like asking people to comment with a specific word or emoji.
This has a lot of marketers worried, especially those using automated tools that rely on single-word responses (like “+1”) to trigger automated engagements. While these tactics might have worked in the past, Instagram now sees them as inauthentic and is limiting their reach.
The good news? Genuine engagement is still key! Focus on asking open-ended questions and sparking real conversations. Ditch the gimmicks and build real relationships with your audience.
Updates to Reels Video Length
Regarding Reels, while the platform permits videos exceeding 90 seconds, Instagram advises that longer videos may experience reduced visibility. For optimal reach, brands are encouraged to keep Reels within the 90-second limit.
This doesn’t negate the value of longer Reels. They remain a valuable tool for deeper audience engagement, facilitating the sharing of detailed product information, brand narratives, or behind-the-scenes glimpses to foster brand loyalty.
However, we recommend a testing phase. Experiment with varying Reels lengths on the same topic to determine which resonates most effectively with your audience. Analyse the resulting data to inform future content strategies. Regardless of length, prioritise content quality to ensure audience engagement and retention.
Reels Draft Sharing Feature
Instagram is currently testing a new feature that allows creators to share unfinished Reels drafts with friends for feedback before publishing. This provides creators and brands with the opportunity to refine and improve their content prior to release, thereby enhancing quality and increasing the likelihood of successful videos.
Instagram Expands Carousel Image Limit from 10 to 15
Instagram is currently experimenting with an expanded image limit for carousel posts, allowing select users to include up to 15 images, an increase of 5 from the current limit. This provides users with greater flexibility for sharing their experiences.
For brands, this alleviates the previous constraint of limited space, which often forces the compression of text and information or the division of content across multiple posts, impacting readability. This expansion offers increased narrative potential and allows for more compelling presentations of products and services.
Instagram has confirmed this ongoing test of “the ability to add more than ten photos to carousel posts” and will share further information after gathering user feedback.
Ads with Promo Codes Streamline Conversion Tracking
Traditionally, connecting digital ad campaigns with sales figures required manual cross-referencing of sales records and ad performance, a time-consuming and often imprecise process.
Instagram’s new “Ads with Promo Codes” feature addresses this challenge by allowing brands to directly incorporate promotional codes within their advertisements. This enables potential customers to utilise these codes during checkout, streamlining the purchase process and increasing sales opportunities.
Consequently, brands gain more precise conversion tracking, identifying high-performing keywords and campaigns. This data-driven insight allows for more effective optimisation of advertising and overall marketing strategies.
Further Reading: Coupon Marketing
Instagram Extends Reels Duration to 3 Minutes
Video content, particularly Reels, has become increasingly dominant on Instagram. Meta reports over 200 billion daily Reels plays across Facebook and Instagram, highlighting the format’s significant influence. Recognising this, Instagram is testing the ability to upload 3-minute Reels, encouraging longer-form content to further enhance engagement.
This extended duration presents potential opportunities for incorporating advertisements within longer Reels, offering brands expanded avenues for exposure.
'People You Follow' Direct Message Filtering
As Instagram user bases grow, managing the increasing volume of incoming messages can become challenging. To address this, Instagram recently introduced the ‘People You Follow’ direct message filter. This feature streamlines inboxes by displaying only messages from accounts the user follows.
Adam Mosseri, Head of Instagram, explained that this feature aims to separate messages from friends and family from other, potentially unsolicited, communications. This allows users, particularly key opinion leaders (KOLs), to prioritise interactions with their network, fostering more meaningful connections within the increasingly demanding digital landscape and ultimately enhancing community engagement.
View this post on Instagram
FIMMICK CreativeMax: AI-Powered Social Media Content Analysis
Predict your Instagram post performance before you even publish. FIMMICK CreativeMax is an AI-driven solution trained on millions of data points. Our proprietary algorithm pinpoints the strengths and weaknesses of your creative assets, helping brands select the most impactful images and photos.
Experience the power of FIMMICK CreativeMax. Sign up for a free 7-day trial and unlock the potential of AI-powered ad assessment.
Related Solutions
Related Articles
Instagram: IG Recommendations reset – New Challenges for Marketers
Learn how Instagram’s ‘Recommendations Reset’ feature impacts marketers. Discover key insights and actionable tips.
Content Marketing: Social Media in Travel – Key Trends for 2025
Is your travel marketing ready for 2025? Explore the evolving landscape of social media and its impact on the travel industry.
AI: AI Generated Content on Meta: Will it Reshape Social Media Feeds
Meta’s using AIGC to reshape Facebook and Instagram. Learn how brands can adapt and thrive in this new AI-driven landscape.