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Instagram is no longer a photo-sharing app: Adam Mosseri

Adam Mosseri, the head of Instagram, says that Instagram is no longer a photo-sharing app and will be pivoting to videos over the coming months. In a video posted on Twitter, Mosseri said that Instagram would be working on building tools for creators, shopping, messaging and, most importantly, videos as the platform looks to rival TikTok and Youtube.

Instagram will be working on “videos more broadly” as they test full screen and immersive mobile-first videos, alongside other video format and tool experiments over the coming months.

The Facebook-owned social network will also be working on recommendations that will show people things in the feed that they may not usually search for or follow. Recommendations for topics are also being tested.

Instagram wants to diversify its catalogue of features on offer and cater to a larger audience, a majority of whom are inclined towards consuming more video content for entertainment. As Mosseri puts it in the video, they’re “not a photo-sharing app or square photo-sharing app”.

Instagram’s existing video tool, IGTV hasn’t been as successful as TikTok and Youtube

Facebook and Instagram have been working on monetisation tools for creators on the platform, and according to Mosseri, there is more to come. Last month, they introduced rewards, affiliate tools and shop updates for creators and tied up with Shopify’s Shop Pay to make it easier for people to sell and process payments.

“The number one reason people say that they use Instagram is to be entertained. So people are looking to us for that. So this past week, in our internal all hands, we shared a lot about what we’re trying to do to lean into that trend — into entertainment and video,” Adam Mosseri said in the video.

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