instagram messaging

Instagram has another new music feature, but this one is the result of an integration with streaming services, rather than direct licensing deals with rightsholders. Instagram users will now be able to share 30-second song previews with friends via the app’s direct messaging feature.

“Enabled by integrations with Apple Music, Amazon Music and Spotify coming soon,” explained Instagram in its announcement. Friends receiving these messages will be able to listen to the clips directly from the chat thread. It’s part of a wider set of additions that show Instagram’s desire to make messaging an even-more prominent part of its app.

In separate news, if you’re following the spread of Instagram’s short-video ‘Reels’ feature with interest – as many people in the music industry are – this report from nonprofit org The Integrity Institute is worth a read. It has been analysing Facebook’s ‘Widely Viewed Content Report’ with a critical eye, and there are some insights on how Reels are being promoted on Facebook.

“In the Q4 report, 11 of the top posts on Facebook are actually Instagram Reels,” it noted, before adding a warning. “Reels is dominated by anonymous accounts posting unoriginal videos they have aggregated from elsewhere on the internet…” Music? No: “Most of the Reels are about fighting and conflicts…”

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