Overview

• Mark Zuckerberg announced Instagram has reached 3 billion monthly active users, up from 2 billion in 2022, placing it alongside Facebook and WhatsApp at similar scale.
• Adam Mosseri said recent growth comes from direct messages, Reels, and recommendations, and the app will be reorganized to highlight those features with a navigation bar that foregrounds DMs and makes Reels more prominent.
• Instagram will run opt-in tests in India and South Korea starting in October that open the app directly into Reels, with expansion contingent on user feedback.
• A new control will let people add or remove topics to influence recommendations, starting with Reels and potentially extending to Explore and Feed.
• Meta no longer provides regular app-level user counts and reported 3.48 billion daily active people across its apps in July, as observers question how Instagram’s figure is counted and as competition with TikTok shapes product strategy.