Instagram will ‘double’ on video in 2022 and focus on Reels


In a short video message at the end of the year, Instagram head Adam Mosseri offered some insight into what lies ahead for the platform. “We will have to rethink what Instagram is, because the world is changing fast and we have to change with it,” he said. Mosseri has laid out Instagram’s priorities for 2022, which include doubling video.

2022 Priorities

Next year will be crucial for Instagram. In addition to our industry-leading efforts in safety and wellbeing, we focus on these four key priorities.

Hopefully you can all get some rest during the holidays. See you in the new year! ✌🏼 pic.twitter.com/iY8uQ1EnMZ

— Adam Mosseri (@mosseri) 28 Dec 2021

Mosseri said Instagram “will consolidate all of our video products around Reels and continue to grow that product.” Instagram has made some changes to the way it handles videos in recent months. In October, it killed the IGTV brand for bringing longer-form videos to the main feed. However, users must click through to Reels to watch the full video.

As for creators, Mosseri said Instagram will introduce more monetization tools to help them earn a living. In addition, Mosseri said Instagram will focus on messaging (as it may be the most important way people communicate online) and transparency by 2022.

He noted that the platform will also double its work on controls — earlier this month, Instagram announced it will add parental controls in March. A version of the chronological feed will also return next year.

Mosseri touched on some of the updates Instagram made this year to give users more control over their experience. He highlighted features such as sensitive content control, the ability to hide like counts, and hidden words in direct messages.

However, things did not exactly go smoothly for Instagram in 2021. For starters, work on the Instagram Kids app was suspended for security reasons.

Reports based on documents shared by whistleblower Frances Haugen showed that Meta/Facebook was aware of Instagram’s impact on teens’ mental health. Mosseri testified in the Senate earlier this month that Instagram will “provide meaningful access to data so that outside researchers can conduct their own investigations and draw their own conclusions about the effects of well-being on young people” — in line with his commitment to greater transparency.

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