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2h ago

Instagram Reaches 3 Billion Monthly Users as Meta Centers Reels and DMs

Instagram credits recent gains to Reels, DMs and recommendations.

A man walks past a logo of mobile application Instagram, during a conference in Mumbai, India, September 20, 2023. REUTERS/Francis Mascarenhas/File Photo
Image
Your Instagram feed might look a little different from now on.

Overview

  • Mark Zuckerberg disclosed the milestone on Wednesday, taking Instagram from 2 billion in 2022 to 3 billion monthly active users.
  • Adam Mosseri said most recent growth has come from private messaging, Reels and algorithmic recommendations, and the app will be reoriented around those areas in the coming months.
  • Instagram will test topic toggles that let people fine‑tune what the recommendation system surfaces, starting with Reels and potentially expanding to other feeds.
  • A navigation redesign will make DMs and Reels more prominent, including replacing the upload button on the bottom bar with a direct link to messaging.
  • Instagram plans Reels‑first trials that open the app to short‑form video by default in India and South Korea, and it remains unclear whether the 3 billion figure counts Threads users as Meta no longer provides routine quarterly MAU/DAU updates.