Mr. Jackson said that “a large global team supports our partners across many verticals”, taking similar types of approaches on Instagram, but did not reveal how many people work in this group or whether there are how many similar meetings are held in any given period of time. Ms. Reichenbach was told she joined the meeting because the group noticed some of her Reichen’s success. Ms. Jackson said the “very famous” Instagram creators may have “intimate” relationships with company representatives.
“This is not a secret,” said Mr. Williams. “This is the kind of thing we talk about in our extended presentations” at influencer events like VidCon. In small sections, for the different subjects, the information in Ms. Reichenbach’s post was shared and intuitively before.
However, Mr. Williams raised the problem with several responses.
In particular, he countered the idea that Instagram is punishing users for not interacting with its latest feature. “There is no penalty for not using Reels,” he said. “By the way, this is a kind of Instagram best practice.” A rep later added: “Other content will not be demoted to content on Stories.”
Like most other social platforms, Instagram’s app has never been shy about its priorities. Initially, social platforms tend to be frank about what’s important, creating new currencies with likes or shares, comments or re-posts, followers or reach. As social platforms mature, become more crowded, and more important in the lives of some users, growth may become more difficult to sustain. Competition is bigger. User preferences change. Platforms change themselves, causing longtime users to scramble to regain their foothold.
Currently, Reels is at the front and middle. And like Snapchat-inspired Stories, this new feature draws users into a war on Instagram more than their own. (This time against TikTok.)
There’s also a hint of déjà vu in Instagram’s growing reach. In the mid-2010s, Instagram’s parent company Facebook scheduled similar meetings with low-end partners, offering advice on how to stay ahead at a time when it was successful across a cross-branded platform and The publisher considers valuable and necessary.