Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Instagram has started trialing a new Notes feature on their app, Since the introduction of
Notes, the social media giant has found that younger demographics have been highly
engaged with the feature. Consequently, Instagram is seeking new ways to increase
interactions and engagement.
What is Instagram’s New Notes Feature Expansion?
Instagram is testing a new feed filter labelled “Notes” within the Reels tab. This will allow
users to filter out any reels without Notes and create a new channel. Instagram hopes that
the next stage in the evolution of Notes will provide a greater connection between users.
Popularity Among Young Users
Like any development, not everyone will be a fan of Notes, with some users even being
confused about their purpose. However, Instagram has seen great success with younger
users. In fact, a recent internal study has found that younger audiences such as teens, are
creating Notes ten times more than non-teens.
What is the strategic importance to Instagram?
The ongoing expansion and addition of features to Notes reflect Instagram’s strategy to
maintain and strengthen its connection with younger, trendsetting groups. By doing so,
Instagram aims to anchor these users to the app and prevent them from drifting to
competitors like TikTok.
Due to competition from TikTok, Instagram is attempting to create features and updates that
reflect the appetite of younger demographics. These new Notes updates demonstrate their
need to appeal to younger demographics and aim to anchor these users to the app and
prevent them from drifting to competitors like TikTok.
How to use the new Notes feature
Using Notes is very easy, you simply need to click the share icon and tap the “Note” icon on
the bottom left. You can then select options such as “close friends” or followers who follow
you. Then post it!
