Instagram has added new audio features to Reels that solve a major pain point for music marketers and could help it compete with TikTok

Instagram Reels - audio features.

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Instagram introduced a series of new features on Thursday to make trending songs on its short-form video feature Reels more discoverable.

The company created a new song discovery page featuring “trending” tracks, added the ability to share audio pages with friends in direct messages, and created an option for users to bookmark songs for later use (similar to the “favorite” feature in TikTok).

The audio-focused updates should make the app functionally more like TikTok, an app that has become an indispensable tool for the music industry this year as popular songs have taken off organically or through paid song integrations with influencers. 

“We know sounds and music can be a big source of inspiration to join a trend, and an opportunity to reach an audience, or even go viral, which is why we’re excited to see how people use today’s updates,” an Instagram spokesperson told Business Insider.

The updates should also appease some music marketers who said that Reels’ lack of a comparably robust song discovery system to TikTok’s made it difficult for promoted tracks to take off on the app.

“The virality to [Reels] isn’t the same and we basically honed in on trying to get the right interesting influencers,” Josh Brandon, a music marketer who recently ran song promotions on Reels, told Business Insider. “The numbers on it aren’t massive waves yet, but it’s an exceptionally useful tool and I think that it’s certainly something that’s going to become more important.”

For a full breakdown of how music marketers have been using Reels, read this story:
TikTok has become a core platform for music promotions and now marketers are turning to Instagram’s Reels

And for more stories on how record labels, artists, and marketers are taking advantage of music trends on social media, check out these other Business Insider posts:

The 24 power players using TikTok to transform the music industry, from marketers and record execs to artists: Business Insider compiled a list of the music marketers, artists, digital creators, and record labels that are using TikTok to reshape popular music.

TikTok influencers are getting paid thousands of dollars to promote songs, as the app becomes a major force in the music industry: TikTok creators, talent managers, and music marketers shared how much influencers earn by promoting songs in videos on the app.

A Sony Music exec explains the label’s TikTok strategy and how it responds when a song like ‘Break My Stride’ catches fire: Business Insider spoke with the marketing team at Sony Music’s Legacy Recordings to learn about its strategy for promoting trending songs on TikTok.

The agency behind one of TikTok’s top ad campaigns says brands can build a massive audience through original music and dance trends but the ‘window is closing quickly’: Business Insider spoke with the cofounders of Movers and Shakers to learn more about their TikTok strategy and how brands fit into the app’s future.

Music artist Tiagz explains how he mastered TikTok’s algorithm …read more

Source:: Business Insider


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