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Instagram is once again on the cutting edge of social media innovation, as it experiments with a brand-new feature known as the “Nearby” feed for Stories. This move seems to be a direct response to TikTok, a major rival, and its focus on enhancing local engagement. Let’s delve into this intriguing development.
What’s the “Nearby” feed?
In a recent post by app researcher Alessandro Paluzzi, a sneak peek of Instagram’s upcoming “Nearby” feed for Stories was revealed. This feature aims to spotlight public content from users and businesses in your local area. It’s a concept that’s already thriving in the Chinese version of TikTok, known as “Douyin,” where local content promotion is a cornerstone of the app’s success.
#Instagram is working on Nearby Stories 👀 pic.twitter.com/JRbv0saLFV
— Alessandro Paluzzi (@alex193a) October 24, 2023
TikTok, not to be outdone, has also been testing a similar “Nearby” feed in its main interface. The primary advantage of this feed is its ability to provide a fresh advertising platform, allowing local businesses to target users based on their geographical proximity. In the case of Douyin, this has even led to the expansion of new ad offerings, such as services and food delivery within the app.
The significance of this development becomes apparent when considering TikTok’s growing interest in in-app commerce. In-stream commerce has proven to be a key revenue driver for Douyin. While Western users have been less enthusiastic about purchasing products within the app, encouraging them to order food or engage in other transactions could be a pivotal step in fostering more in-app shopping.
It’s quite possible that Instagram is positioning itself to counter TikTok’s next move by introducing its “Nearby” feed. However, Instagram will need to remind its users to update their privacy settings to prevent their content from being visible to their neighbors, considering the localized nature of this feature.
Instagram has yet to provide an official update on this test, leaving us to speculate about the potential impact of this “Nearby” feed on the platform. Will it usher in a new era of local engagement and ad targeting? Only time will tell.
Instagram’s quest for user interaction
In another exciting development, Instagram CEO Adam Mosseri has announced the testing of a new poll feature that will soon be available to all users. This feature allows users to conduct polls directly in the comments section, adding another tool for content creators to increase their revenue.
Adam Mosseri mentioned that the poll feature will be available in both the regular feed and Reels, offering content creators more ways to engage their audience. This move is part of Instagram’s ongoing efforts to make the comments section more interactive, alongside features like posting GIFs in comments and customizable Stories experiences for different audiences.
Furthermore, Instagram is introducing a new feature that allows users to share a Story with multiple group lists at once. This feature will help users better manage who can see their updates, enhancing privacy and control.
As Instagram continues to evolve and challenge its competitors, these new features promise to keep users engaged and provide new opportunities for content creators to thrive on the platform. Instagram’s quest for innovation and adaptability is evident, making it a social media platform to watch in the coming months.
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