Instagram is experimenting with a new feature to engage users with trending memes to increase original content posting.
The new "Memes" option within Reels editing tools will allow users to add popular, animated meme elements to their clips, making them more engaging and topical. This feature will require regular updates to stay relevant but could streamline the connection between users and meme culture.
- A specific button for "Memes" in the Reels main menu.
- Another button in the "Edit" Reel section.
- Each meme has its own sound, and Instagram does not mute the song previously added via the “Music” button.
Previously, Instagram introduced "Stories Templates" to create interactive Stories elements, driving more engagement. This move follows TikTok's lead, which has popularized participatory memes through features like Duets, encouraging public posting and exposure.
Despite a rise in Instagram usage, original content posting is declining. While this isn't an immediate issue due to increased ad exposure and revenue, a lack of original content could impact long-term user engagement and Meta's Metaverse project. Therefore, Instagram is focusing on participatory content to boost sharing and engagement. Highlighting trending memes could be an effective strategy to encourage more usage.
