The recent communication strategies from Instagram‘s comms team have been the subject of much debate and confusion within the Instagram community. One of the latest examples of this is the mixed messaging regarding the length of Reels on the platform. While Instagram advised against posting Reels longer than 90 seconds at a creator event, they later published a video explaining how to create Reels longer than 90 seconds. This contradictory advice has left many users scratching their heads and wondering what the best approach is.
One point of contention highlighted by Instagram is that videos over 90 seconds long are not eligible to be recommended in Explore or in the Reels tab. This limitation may impact the reach potential of longer clips, even if creators choose to post them for their audience. This technical detail clarifies the seemingly contradictory advice given by Instagram, but it still raises questions about the platform’s communication practices.
In addition to the mixed messaging on Reels length, Instagram recently received backlash for advising against using answer-specific call-to-actions (CTAs) in video clips. The platform deleted a video post that contained this advice, stating that content explicitly asking for engagement through specific actions like comments with certain words or emojis would not be recommended. While Instagram has always discouraged engagement-baiting, this new advice has left many users concerned about the impact on their marketing automation strategies.
The advice against using specific CTAs that prompt engagement based on automated triggers has raised questions about the use of marketing automation tools like ManyChat on Instagram. Some users are unsure about how this advice may affect their approach to engaging with followers and reaching a wider audience. Experimentation and a shift towards more open-ended questions may be necessary to adapt to Instagram’s changing guidelines.
Instagram’s communication strategies have been criticized for lacking clarity and consistency. While the platform’s comms team seems to be aiming to provide specific and helpful advice, the constant backtracking and deletion of posts only adds to the confusion. It remains to be seen whether further clarity will be provided by Instagram in response to the feedback they are receiving from users.
Instagram’s recent communication missteps have highlighted the need for clearer and more consistent guidelines for users. The contradictory advice on Reels length and CTAs, as well as the impact on marketing automation tools, have left many users unsure about the best practices for engaging with their audience on the platform. As Instagram continues to refine its communication strategies, users are advised to stay informed and adapt their content strategies accordingly.