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Hashtags Don’t Matter, According To New Report

hashtags 2022

Your social media planning just got a bit easier. Hashtags no longer matter.

There is no one way to market anything. Marketing is an ever-shifting landscape that can wildly fluctuate from week to week. A decade ago, what made someone a social media guru is now considered common knowledge. The same will be true for the tricks and tips used by professionals today in as little as six months. As algorithms shift, so must our marketing efforts, and the latest change we must embrace is the imminent death of hashtags.

In March, Adam Mosseri, the head of Instagram, said that Instagram hashtags don’t “really” help with post distribution in one of his Stories. That announcement goes against the thinking taught by social media professors, wizards, and internet hucksters for over a decade. There are countless pet parents and Instagram moms with notes in their Notes app filled with hashtags for specific types of posts. Trust me—I am one of those pet parents.

The shameful reality of a dog dad’s Notes app.

The team at Socialinsider decided to dig deeper into Instagram’s data to understand Mosseri’s comments better. They analyzed 75,361,233 Instagram posts published between March 2021 and March 2022 to see whether Instagram hashtags play a role in post views, calculated as the average engagement rate by impressions.

The research shows that the number of hashtags an Instagram post has does not influence post distribution.

As you can see in the graphic below, there are no significant differences in the average engagement rate by impressions values of the Instagram posts analyzed, despite the number of hashtags.

There is a logic behind these findings. Instagram hashtags were never designed to increase reach or engagement. The goal of hashtags—on IG and elsewhere—is to categorize content for other users to make it discoverable.

The key here is the word discoverable. Hashtags make it easy for users to find content related to specific topics, such as #cooking or #heavymetal. But users still have to use those hashtags to find that content before reach or engagement increases.

Ask yourself: How often do you click on hashtags? 

I’ve never intentionally clicked on an Instagram hashtag to see similar content or find new creators. I cannot recall one instance when I used music-related hashtags to discover new artists or find the next song that changed my life. Maybe I’m an exception to the norm, but I doubt it.

Even Instagram doesn’t rely heavily on hashtags for discovery. Instagram’s main source of discovery, the Explore page, utilizes a complex algorithm that considers followers, past likes, most viewed content, and various other factors when determining which content to show users. Hashtags likely factor into the equation, albeit at a much lower capacity than the aforementioned elements. 

That does not mean hashtags are dead—at least not yet

The highest average engagement rate by impressions (3.41%) is generated by posts with 3-4 hashtags. That comes as no surprise – Instagram itself has previously noted that keeping between 3-5 hashtags is the best strategy to adopt when dealing with post distribution. 

To dig further, Socialinsider added a ‘Follower Count’ parameter to ensure that they were looking at equal comparisons.

The data shows that there aren’t any major differences in the average impression rates of the Instagram posts analyzed when looking at the number of hashtags and followers. However, depending on the profiles’ following base, there are some nuances.

As you can see in the graphic above, big account (50K and 1M followers) impression rates decrease as they use more hashtags. The same is true for small accounts (5k-10k followers), although the decline is less steep.

That said, it’s still a good practice for small accounts to include fewer hashtags (focusing on 5-6 hashtags) to achieve the best engagement rates. The same trend applies to mid-sized accounts, with 10K – 50K followers, which should use more 5-6 hashtags to ensure higher impression rates.

Where do we go from here?

Hashtags are not quite dead, but their utility in social media is beginning to wane. If you choose to continue using hashtags, keep it to 5-6 hashtags per post. When you’re ready to make a significant change, try posting with fewer hashtags and see what, if any, impact that switch has on your engagement.

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How To Reach New Audiences on Instagram in 2022

You’ve got an Instagram account, and your fans know it exists. Now what? We can help.

Boasting more than 1.3 billion active monthly users, Instagram is now the fourth most popular social media service globally. Every day, worldwide, millions of people open the app repeatedly in hopes of seeing a new post or Story update from their favorite friends and content creators. Those same people are looking for new accounts to follow, and that’s where this article comes in.

Building an audience on any social media platform in 2022 is a challenge. Most people have been online the majority of their lives, and many have used Instagram for over a decade. They know what they want and where to find it, so that’s what they do. Breaking those individuals out of their normal behavior patterns on the app is highly unlikely. Convincing someone there is another account they need to follow requires creativity, so today, we will share five small changes you can make right now to attract new followers using tools already available on IG.

Music Biz is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.

Don’t have time for the video? No worries! Here are five quick tips for building an audience on Instagram in 2022.

Instagram Collabs. No artist is an island. Every musical act has peers, and those peers have followers whose lives would benefit from following you. The problem is, how do you convince them to change? Instagram Collabs allow users to co-author a post or Reel with another Instagram user. That content can then be shared on both collaborators’ pages, including mentions/tags of everyone involved.

Example: Let’s say you’re planning to tour with three other bands later this year. You can create collaborative content with the various other artists/musicians and share that content to boost one another’s followings and your fans’ familiarity with the other bands on tour.

Instagram Reels. Since their introduction, Reels have proven to be one of the best tools for exposure. We recommend consistently sharing Reels that align with your niche to reach new audiences via Instagram’s suggested content feeds (aka the ‘Explore Page’). Artists should be making at least one Reel per week, though 2-3 would generally be better. You should also include 3-5 relevant hashtags in your captions to help the Reels algorithm categorize your content. OH! And don’t forget to share a preview of your latest Reel to your feed to boost reach.

Instagram Carousel Posts. The goal of Instagram is to keep you on Instagram. The company wants its users to spend as much time as possible on the app each day, and its algorithm aims to achieve this goal by promoting content that encourages that behavior. A perfect example of this is carousel posts, which are main feed posts containing two or more photos or videos. The presence of a carousel post encourages users to swipe between images, which keeps them on the app a split-second longer than a normal post. That might not seem like a big deal, but it adds up over time.

Adding A Keyword To Your Instagram Name Field. We’ll be the first to admit this one is a little weird, but it works! By adding a common search term to your Instagram name field, users can increase the likelihood their content appears on the Explore Page. 

Example: Let’s say you’re a young country artist trying to build a following around your music via Instagram. Rather than have your name appear as ‘John Smith,’ you should instead try “John Smith, Country Artist.” The IG algorithm will detect that phrase and consider promoting your account to any users who commonly interact with content it identifies as being similar to “country artist.”

Giveaways. Never underestimate the power of free stuff. People love free stuff, and most will complete a few basic tasks to receive something for nothing. Giveaways of any kind can make a huge impact on your Instagram. Not only does it boost engagement from your existing fans, but contests requiring entrants to share content in their feed or stories will also give the giveaway host a massive boost in exposure. 

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8 Proven Instagram Growth Hacks For Musicians

Instagram can change your career trajectory almost overnight, but finding success on the Facebook-owned platform takes more than good luck and catchy songs.

Everyone has an Instagram account. I don’t write that as a joke, but more as a matter of fact. More than Twitter, Facebook, and even TikTok, Instagram has become a global cultural hub. Virtually every single person that will hear your music and have the potential to become a lifelong fan is currently on Instagram. We may all follow different accounts, but we’re together in our mutual use of (dependency on) Instagram.

But Instagram can be intimidating. As a new artist trying to build an audience and have your voice heard, the idea of creating an account from nothing is a powerful proposition. You do not only have to convince your existing friends and followers to check out your new account, but you have to actively grow your reach through constant creative output, updates, and interactions. All that, while also making music and touring and (more than likely) maintaining normal jobs to cover your bills, is enough to make anyone feel anxious.

Unfortunately, there is no quick fix to this problem. You can read every blog on Instagram growth hacking and watch every video, but you will not find a magic trick or secret code that suddenly unlocks rapid growth. Unless you are a celebrity or person gaining a lot of viral attention, growth on Instagram comes down to following the basics and doing them extremely well. It’s a marathon, not a race.

In the latest Music Biz update, host James Shotwell breaks down eight proven growth hacks for Instagram that musicians use to build their following in 2021. He explores content creation and user engagement tactics that utilize the basic functionality of Instagram and identifies features many artists currently overlook. He also emphasizes the importance of quality, consistency, and originality. Check it out:

For everyone unable to view the video, here are some things to keep in mind when plotting your future Instagram efforts:

  • First impressions matter. Studies show that people form their initial impressions of someone online in seven seconds or less. Your profile needs to grab someone’s attention and tell them everything they need to know as quickly as possible. That is why your Instagram bio is so important. It can convey who you are, what you do, and who the target market for your music is in mere seconds, but many artists don’t utilize that space to the best of their abilities.
  • When I ask musicians about their Instagram strategy, they often tell me that they post Stories daily, but rarely use their main feed outside of major announcements. That isn’t a stategy as much as it is a common way to use the app. Your mom, for example, probably uses Instagram the same way. But your mom isn’t trying to chase a music career, and if she is, then she needs to change her approach because your followers deserve consistent content. Develop a plan for when you’re going to post and the types of content you hope to share. Be sure to schedule your posts weeks in advance to avoid any mistakes.
  • Are you using Instagram Reels? I know many people describe Reels as a TikTok knockoff, myself included, but the relatively new feature is a top priority for IG and its algorithm. Reels have a higher likelihood of landing on explore pages than story posts or posts made to a user’s main feed. If you’re not utilizing the looping video feature to share scenes from the road and clips of new songs or videos, then you’re missing out on the potential for massive exposure to new listeners.
  • Captions matter. Most people think of Instagram as a place to see photos and videos, but captions are where the conversion of strangers to fans and fans to lifelong supporters happens. Great Instagram captions engage the viewer with creative ideas or thoughts and guide them to take action that ultimately benefits the content creator. There are many guides to Instagram captions online, but finding what works best for your specific audience will take time. Don’t get discouraged! The return you see from IG after developing your caption writing skills will be immense, so please, stick with it!
  • Music is about community, so why not build a community on Instagram? The vast majority of artist accounts feature only that artist and their work. But artists don’t exist in a vaccuum. Musicians are part of communities built around the love of particular sounds and styles. They have fans who make art inspired by their music, fellow musicians that write songs they love, and content creators whose posts keep them entertained while on tour. More artists need to bring their communities into their feed through collaboration and mutual promotion. Uplift those around you and hope that they do the same! Share the art fans give you (and credit them). Post the new single from the band you’re touring with next month. Tell the world about the people that entertain you in case they want a better understand of your interests and the things that excite you. In short, be more inclusive.
  • Unless you’re receiving hundreds of comments daily, there is no excuse for not interacting with all of your comments. As little as a like in response to a fan comment can turn that commentor into a ticket buyer. People love to feel close to their favorite artists, and digital engagement is a great way to create a sense of closeness where one might not otherwise exist. Reply to everyone (except the creeps).
  • If you have access to data of any kind, use it! Figure out when your posts perform well and build your content calendar with that information in mind. Study the performance of different posts to understand the type of content your audience wants to see so that you can better engage with them in the future. It’s incredibly easy to get sucked into the day-to-day chaos of social media, but we often learn more about what works best when we zoom out and look at the big picture. Make sure you often step back, reflect, and study the performance of everything you’re doing online to ensure you’re not wasting time/energy. Your mental health will thank you.
  • Make sure you share links to your Instagram everywhere you can. The easier it is to find you online, the easier it is to fall in love with your music. Be unavoidable.

Music Biz is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.

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Instagram Tests Allowing Everyone To Add Links In Stories

Move over, users with 10,000 followers or more. Instagram may soon allow everyone to share links in their Stories updates.

Anyone on Instagram is familiar with the phrase, “swipe up.” That lingo informs the viewer of someone’s Instagram story that they can swipe up on an image or video to reach an external website. Such link-sharing is limited to users with over 10,000 followers and verified accounts, but those rules may soon change.

The Verge recently broke the news that Instagram is quietly testing a new Stories feature that will allow all users to share links. In this case, however, it isn’t a swipe up that people will offer, but instead a linking sticker. These stickers will operate the same way a swipe-up link does, except with a tap instead of a swipe. People can also respond to stories that include a sticker, which they can’t currently do with stories that have a swipe up.

But don’t get too excited. The test group for Instagram’s new feature is reportedly very small, and the company has yet to reveal a timeline for public launch.

Vishal Shah, Instagram’s head of product, tells The Verge it’s mostly to learn how people might take advantage of links. They’ll be watching for the types of links people post while keeping a careful eye on misinformation and spam. Plus, stickers, he says, fit more into the current way people use the platform, so he says this test “brings links into the same kind of overall system, which from a simplicity of system perspective, also makes a lot of sense.”

He adds that link stickers are the eventual goal for Instagram, whether for everyone or just people who already have linking privileges. “That is the sort of future system we would like to get to,” he says. “And that’s what we hope to roll out if we’re able to make this work.”

As for traditional Instagram posts, which appear in a user’s main feed, there are no plans to allow links with any photo or video captions.

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11 Music Marketing Ideas For TikTok And Instagram [Video]

The key to music promotion on TikTok and Instagram is finding multiple ways to push the same material. We can help.

Video is the future of music promotion, and the future of video exists on TikTok. The massive social media platform has an engaged global audience who look to the video-sharing platform to discover their new favorite creators, movies, books, television shows, and music. Artists who capture TikTok users’ attention see an enormous boost to their streaming numbers. That kind of action is known to turn heads throughout the music business, and we can help you get it.

In the latest Music Biz update, host James Shotwell breaks down eleven proven music promotion tactics for TikTok. He explains how artists can approach single promotion from various angles and the value of each. He also shares how many of these ideas will work for Instagram’s Reels feature.

PLEASE NOTE: The suggestions made in this video are most applicable to artists with recorded music. Those still writing their next hit may find the tips in this video useful, but for the best results, we recommend waiting until your music is widely available to the general public.

Don’t have time for the video? We’ve got you covered:

  • Lip-synch your new song in a studio space to offer users a glimpse at the creative process.
  • Lip-synch your new song while doing an activity that helps emphasize the aesthetic of your track. If you wrote a song about late-night drives, then shoot your video while driving at night. If you wrote it for a party, lip-synch at a gathering of close friends. Treat this clip like a short music video.
  • Use your new song as the sound for your clip and post captions of the lyrics on-screen to help people learn how to sing along at future concerts.
  • Post videos about the story behind the song. Tell your audience why you wrote the song, what you hope they take from it, etc.
  • While using the new song as the sound of your video, post behind-the-scenes footage of the writing and recording process. Fans LOVE to see what goes into creating a track.
  • Record a live acoustic (stripped) version of the track. That will showcase the song in a new light. It also helps emphasize your raw talent.
  • Record the acoustic (stripped) version and use the sound to create new versions of the previously mentioned lip-synch videos. Again, this allows you to showcase the message and energy of the track in exciting new ways.
  • Use both an early demo of your new song and the final mix in a single video to showcase how your creativity evolves.
  • While using your music as the sound on a video, showcase your latest merch and tell fans where they can buy the items they want. Emphasize the limited quantities available, and be sure to tie the merch to chosen sound whenever possible.
  • Instead of lip-synching over your video, share performance clips of the instruments involved in the song. For example, you can make a video of your drumming playing the chorus to the track.
  • Leverage fan-generated content. Duet, stitch, and critique fan videos. Download their clips and re-upload them to your account (while giving credit) to promote and engage with your community.

Music Biz is brought to you by Haulix, the music industry’s leading promotional distribution platform. Start your one-month free trial today and gain instant access to the same promotional tools used by BMG, Concord, Rise Records, Pure Noise Records, and hundreds more. Visit http://haulix.com/signup for details.

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2021 Instagram Growth Strategies For Musicians

Instagram is one of the most popular and competitive social media platforms worldwide. Building an audience isn’t easy, but it is worth the effort. Let us help.

Instagram is the best social media platform. TikTok may be able to claim it’s the best app for new music discovery, but Instagram empowers musicians to engage and build their audience like no other. It’s the only service that seamlessly blends photo and video content in a variety of engaging ways while giving everyone a chance for added exposure through its multiple discovery features. The competition is fierce, but we know there are ways to make the app work for you. 

But let’s be honest: Instagram is not the same app it was in the past. Posts no longer appear in chronological order. Instead, the Instagram algorithm pushes content to users based on engagement. The algorithm considers more than 500 factors, but three of the most important are comments, shares, and story replies. Consistency and likes are secondary to these three, so this is where we are focusing our energy in 2021.

In the latest Music Biz 101, host James Shotwell walks viewers through the ins and outs of Instagram success. He discusses the things everyone should do and avoid, as well as the importance of experimentation. You can view the video below. If you’d prefer to read our advice, you can find a summary of the following video after the clip.

The first thing you need to know is that you should never purchase fake engagement under any circumstance. Advertisers will tell you they can get you legitimate followers or comments overnight, but don’t be fooled! The algorithm is brilliant, and anyone caught trying to cheat the system risks banishment from the platform.

Got it? Okay. Let’s keep going.

Analytics. If your account is a business account, then you have access to Instagram Insights. These tools will tell you everything you need to know about your audience, including the most popular times for engagement. Use that data to create content more in line with what is already working on your account, and try to post it when your audience is the most active. If you need a scheduling tool, we recommend later.com. 

Don’t have a business account? No worries! There are many Instagram analytics tools available online. 

Video is the name of the game. Instagram has long claimed that it treats videos and photos the same in a user’s main feed. While that may still be true, video content is 4x more likely than images to appear on Explore pages. Instagram Reels, the company’s TikTok competitor, is more than 6x as likely. Video content is keeping people on Instagram longer, which is one of the company’s top goals. If you create engaging content, Instagram will help you promote it to the world. Experiment with one-minute videos in your feed, story clips from recording sessions, IGTV videos, and Reels as time allows. 

On that note, avoid pushing users off the app. Instagram is in the business of Instagram, meaning that they want people to stay on the platform as long as possible. When the algorithm detects content trying to get people to go elsewhere (another app, a website, etc.), that post is far less likely to appear in user’s feeds. 

Captions Matters (in more ways than one). Every post on Instagram has a caption. Ask yourself, am I making the most of this caption by engaging my fans in a unique and fun way? Are your fans going to read your comment and reply? Will they share the post in their stories? Don’t overlook the power of this section! Spend as much time on creating striking captions as you do your photo and video content.

Additionally, make sure your video content — especially longer clips — has subtitles. Some viewers may be hard of hearing, while others may be in a situation where they can’t listen to clips at a high volume. Certain fans may prefer reading closed captioning over listening to a video. Whatever the case, make sure to make your content as accessible as possible by adding captions. Instagram has tools that make this possible for specific content, but some apps can help as well. 

Stories reign supreme. You most likely use Instagram’s Stories feature regularly. It’s the platform’s most popular feature, drawing users to reopen the app repeatedly throughout the day. As you continue to post, make sure you take advantage of the many additional features found within the Stories functionality. Ask your audience questions, and allow them to ask you questions in return. Create polls to choose merch designs, tour stops, song titles, etc. Use the location button while on tour to let fans know you’re in the hometown. Add a countdown in posts that tease a new release to ensure fans remember when your next piece of content will drop. Fans will love the engaging nature of this content, and the algorithm will appreciate your use of the system. 

Reels are here to stay. Instagram is pushing Reels harder than any other feature, but the competition isn’t as challenging as you might think. Make experimenting with Reels a priority in your social media efforts this year, and you could easily find yourself appearing on the Explore page of users around the world. Be sure to blend original content with clips from videos, performances, etc. Give people a looping look inside an artist’s life in 2021, and watch as your follower count grows.

Finally, a few words about hashtags. Long before Instagram created its Explore page, users hoping to find exciting new content on the app turned to hashtags. Millions of hashtags are in use today, and a niche community of like-minded individuals populates each one. It would be best to use hashtags with your content, but you’ll want to avoid generic terms. That’s why we recommend using Display Purposes. It’s a free website that will help you find hashtags relevant to your content that is more likely to raise engagement than terms such as #music or #rock. Be creative!

REMEMBER: Experimentation is a necessity. Don’t rush to delete a post that doesn’t work as well as the rest because a single photo or video with low engagement won’t ruin your chances of appearing in users’ feeds. Think of your account as having one overall grade, and the grade improves as you build engagement and use more of Instagram’s features. Play around with the service and find what works best for you and your audience. HAVE FUN. After all, it’s just an app.

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8 Ways To Market Your Music With Instagram Reels [VIDEO]

Instagram Reels are the hottest thing in music marketing, so we’re giving you eight proven methods of promotion to boost your career.

Some may say we made a mistake by declaring Instagram Reels dead on arrival back in August, but we argue that the company heard our complaints and took action. In eight weeks, Reels has gone from an inferior knockoff of TikTok to one of the most exciting platforms for creativity and music promotion online. Every week, millions of people are creating looping videos with the latest Instagram development, and that userbase will continue growing in the months ahead.

Since Reels is Instagram’s answer to TikTok, you might assume that marketing is the same on both platforms. After all, both platforms offer creators the ability to make videos up to a minute in length, and both allow people to use music or add original audio. Reels, however, has several advantages that TikTok lacks, including the ability to reach your audience through Stories and Instagram’s main content feed.

In today’s Music Biz 101, host James Shotwell breaks down eight proven methods for successful music promotion on Reels. He utilizes clips to expand on specific ideas, including examples from EDM superstar Marshmello and popular pop-punk group Knuckle Puck. Check it out:

Not sure if the video is for you? Here are some of the marketing ideas we discuss in the clip above:

  • Teasers. Everyone loves a tease.
  • Behind The Song series. People want to connect with the real you, and the best way for musicians to give fans that opportunity is by sharing the stories behind their favorite songs.
  • Dance Videos. They’re all the rage online, and for good reason. Anyone can make these videos, and that makes them great for music promotion.
  • Get weird. As we mentioned above, people want to know the real you, and that includes all the strange behaviors and hobbies that fill your days. Share them. Get weird. Be yourself.
  • Skits. Second only to dancing, skits provide a template that fans can use to make original content inspired by your music. A great skit with a good punchline can spread much faster than a music video or song stream.
  • AR Effects. Everyone uses Spark AR effects on their IG Stories, but did you know that same technology is available in Reels? We’ll tell you how to make the most of it.
  • Here’s a word you need to accept as part of promotion: Influencers. Finding an influencer whose audience aligns with yours can forge a great content partnership.
  • Use your archives! Some of the biggest viral clips of the past year use songs that are years or even decades old! Don’t be afraid to open your library of content and pull from every era of your creativity. You never know what will connect with viewers.
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Did Facebook and Instagram Ban Music Livestreams? [Video]

After sending shockwaves through the music industry last week, Facebook has clarified its statements regarding “music listening experiences.”

It’s not hard to send the music business into a panic these days. The novel coronavirus has shuttered live music for the foreseeable future, physical media sales are dropping like an anchor, and nobody seems to know when some semblance of “normalcy” will be possible. To make matters worse, everything is online, and each day brings new rules and regulations that dictate how artists can (or cannot) use existing platforms such as Facebook and Instagram to further their careers.

Facebook scared music executives worldwide when it announced plans to crack down on what it labels “music listening experiences.” The new rules, as explained in Facebook’s Music Guidelines, stated: “You may not use videos on our Products to create a music listening experience. The rules go into effect on October 1.

The social media giant made a significant mistake in its announcement. The phrase “music listening experiences” is too vague. The news made many in entertainment worry that the world’s largest online platform would no longer allow live stream concerts and listening events, two promotional tactics that are seen as vital to music marketing success in the COVID age.

After days of outcry and concern, Facebook clarified its statements on Monday, September. The company wrote in its blog:

“We want to encourage musical expression on our platforms while also ensuring that we uphold our agreements with rights holders. These agreements help protect the artists, songwriters, and partners who are the cornerstone of the music community — and we’re grateful for how they’ve enabled the amazing creativity we’ve seen in this time.

“Our partnerships with rights holders have brought people together around music on our platforms. As part of our licensing agreements, there are limitations around the amount of recorded music that can be included in Live broadcasts or videos.

“While the specifics of our licensing agreements are confidential, today we’re sharing some general guidelines to help you plan your videos better: Music in stories and traditional live music performances (e.g., filming an artist or band performing live) are permitted.

“The greater the number of full-length recorded tracks in a video, the more likely it may be limited (more below on what we mean by “limited”).”

They added: “Shorter clips of music are recommended. There should always be a visual component to your video; recorded audio should not be the primary purpose of the video.”

“These guidelines are consistent across live and recorded video on both Facebook and Instagram, and for all types of accounts — i.e. pages, profiles, verified and unverified accounts.

“And although music is launched on our platforms in more than 90 countries, there are places where it is not yet available. So if your video includes recorded music, it may not be available for use in those locations.”

Last weekend, a spokesperson for Facebook also confirmed to NME that although new guidelines will come into effect across the site in October, the music guidelines have been in place for some time and will not affect artists using the site to livestream gigs or share their music.

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Instagram Reels Is An Underwhelming TikTok Knockoff [Video]

The latest feature from one of the world’s biggest social media platforms is a complete waste of time and design. But it doesn’t have to be that way.

Instagram seized a golden opportunity when it released Reels, its direct competitor to TikTok, in early August. Arriving just as President Trump was unveiling plans to ban TikTok (a decision that may never happen), Reels offers content creators a new place to make and share looping videos set to music or original audio recordings. It’s the latest example in a long line of Insta-updates that borrow proven ideas from other platforms, but unlike Stories and Filters, Reels is DOA.

Reels may have the look and feel of TikTok and a large potential user base, but it suffers from being a small part of a much larger platform. To find Reels, users must first open Instagram, navigate to their explore page, and click on the Reels option at the top of the page. That is two more steps than TikTok, and the problems continue from there.

TikTok users have two feeds of content two choose from; one that they curate themselves through follows, and another that is generated by the platform’s algorithm. Reels only offers one feed, and it combines algorithmic predictions with what users want with the people they follow. You cannot follow someone in Reels alone, so any Reels creators someone follows will have photos and videos from those creators appear in the user’s main Instagram feed.

Then there is an issue with the length of Reels clips. TikTok allows users to make their content up to one-minute long, but Reels limits clips to fifteen seconds. That may be enough time to do a quick dance or lip-sync, but it places a seemingly unnecessary cap on creative expression.

Many of Reels’ most significant flaws stem from a core misunderstanding of why people use Instagram as opposed to TikTok. Instagram is a social network people use to give friends, family, and followers a glimpse into their lives. It is, in many ways, a carefully-curated glimpse into someone’s private life (or the life they want you to believe they lead). TikTok, on the other hand, is made with entertainment in mind. Most users don’t share personal content, just memes. It’s about making people laugh or smile or momentarily forget about whatever is bothering them. As the kids say, “it’s not that deep.”

However, all hope is not lost. Reels could become a go-to platform for creatives, but to do so, Instagram and its parent company, Facebook, need to reconsider their goals. What are you trying to accomplish? Do you want to entertain, and if so, how do you make that clear? Give users the ability to curate a Reels-specific following and make it easier to find the app’s feature. Facebook could even take things one step further and make Reels a standalone app for content creation that allows for cross-posting to Facebook and Instagram.

Instagram has built a large part of its business by stealing ideas that other services made famous. Its popular stories feature, which is the most used part of the app, is a variation of a similar tool that Snapchat brought to the public years prior. Similarly, though with less exciting results, IGTV is a variation of YouTube. These features both had their fair share of growing pains, but the longterm value is worth the effort needed to make them right. Reels could be the next ‘borrowed’ idea that hits big, but it’s not there-at least, not yet.

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Spotify’s new Storylines feature looks like Instagram Stories for musicians

Spotify is working to empower artists, and it’s coming after Instagram’s most popular feature along the way.

With over 100-million premium subscribers, Spotify is already the biggest streaming platform in music by a wide margin. That kind of lead allows the company to work on expanding other areas of its business, and that includes making the platform more social.

Now testing on iOS and Android devices, Spotify Storylines provide listeners with behind-the-scenes information about songs direct from artists. The information is presented like an Instagram Story, with a carousel of cards featuring a combination of text and images that you can tap through. Android Police notes that the feature is only available on a select number of songs right now, including Sucker by the Jonas Brothers, and a handful of songs by Billie Eilish.

Here’s a look at Storylines in action:

At the time of posting, Storylines are only available to The Jonas Brothers, and Billie Eilish, and not every mobile user can see the functionality. Spotify most likely approached the artists directly for their participation in the program, and as of right now, there are no public plans to roll the feature out to more talent.

That said, industry analysts have long predicted that Spotify would move into more social and editorial content. Storylines would give artists a direct line of communication to their listeners, and the possibilities that line presents are limitless. Artists can detail the story behind a song, promote a tour, promote recordings, or even provide steps to joining their official fan club.

In a statement, a spokesperson from the company said, “We are always testing new ways to create better experiences for more users,” but did not confirm when the feature would be released more broadly.

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