Instagram’s priorities for 2022: Reels, commerce, and creators

The scene: We sat down with Bridget Evans, head of business marketing for Instagram Shopping, to discuss the platform’s main priorities and why creators are at the core of shopping, advertising, and video.

The backdrop: In December 2021, Instagram head Adam Mosseri outlined the app’s four priorities for 2022: Video, messaging, transparency, and creators. He reiterated that Instagram is “no longer just a photo-sharing app,” reflecting a change in positioning for the company.

The following conversation, which took place at last month’s Cannes Lions International Festival of Creativity, has been edited for brevity and clarity.

Insider Intelligence: Tell me where things stand on Instagram’s priorities for 2022.

Bridget Evans: We’re really focused on Reels, commerce, and creators. And we’re thinking about those three priorities together, rather than [as] individual tactics.

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