2021 saw the addition of 400 million more users across the different social media platforms. In addition to this growing online community, we witnessed several discussions around data privacy, user experience, advertising, monetisation and amplification of creators.

Instagram faced another year of mixed brand sentiments as users continued to share dissatisfaction with the functionality of the platform and the “algorithm”. But Head of Instagram, Adam Mosseri, has outlined the company’s 2022 plans to focus on video expansion, transparency, messaging and creators.

Mosseri described Instagram as “no longer just a photo-sharing app” and how the platform will continue to consolidate its video format and enhance focus around Reels (short entertaining videos complemented with music).

In addition to the attention on video, there’s also heavy priority on messaging. The essence of social media brings users together with shared interests and Instagram is hoping to further invest in this “primary means of communicating”, Mosseri shared.

Data privacy and safety continues to be a key political and public discussion. Mosseri notes that the company will be empowering its users to understand “how Instagram works”, given that the users are who will shape the future of the platform. Earlier in 2021 the company opted to give users more control over their interactions – such as hiding like counts, extending hidden words to DMs and general sensitive content control.

With Creators finding more ways to monetise their craft and secure brand deals, Instagram will be rolling out new products to facilitate this. Mosseri noted that the company wants its Creators to “make a living” on the platform.

Some users didn’t hesitate to share their thoughts on this announcement.

The competition among the different social platforms is increasing, as Tik Tok surpassed Google & Facebook to become the most popular web domain in the world. LinkedIn also recently invested $25M into its Creator Accelerator Program, to help creators grow and build audiences on their platform.