Instagram is expanding its efforts in the creator space, launching a global marketing campaign called “Anyway” that is meant to encourage users to take chances and get creative on its platform.
Coinciding with the campaign, the Meta-owned platform is also rolling out a slew of new features and products meant to further what Adam Mosseri, the head of Instagram, frames as an effort to get people to take that leap of faith and share their creativity with the world.
“I want Instagram to be a place where people come together over creativity. To do so, we need to evolve as creativity evolves,” Mosseri says. “I want Instagram to be a place where you can overcome self-doubt, and just make it, share it, do it anyway.”
That includes expanding Trial Reels, which lets users test out content with people that don’t follow them, to everyone on Instagram; letting users reorganize how photo and videos appear on their Instagram grids; and allowing for the streaming of music to Notes.
Instagram is adding new features to Edits, the video editing app, including a restyle tool that leverages generative AI to let users change the look and feel of their content.
And Instagram is launching a new initiative called Drafts, which “will invest in emerging talent and support creators and artists at critical moments in their journey,” per Mosseri. The company is partnering with Sailorr and Tyrell Hampton, among others to provide financial support, connections or other initiatives to help assist emerging creators that could become more prominent on the platform in the years ahead.
The Anyway campaign, meanwhile, will encourage every Instagram user to share their creativity, featuring talent like Tyler, The Creator, Rosalia, Cole Bennett, Slawn, and others.
“These powerful voices embody our mission and remind us that everyone starts somewhere,” Mosseri says. “We’re inspired by their stories and humbled by the small role Instagram has played in them. We’ll be doing much more with these creatives in the year ahead as we move our mission forward.”
Instagram’s renewed creator push comes as the larger creator economy booms, even as the future of TikTok remains unclear. Instagram clearly believes it can play a bigger role in that boom, by providing tools for users, and now financing, funding and support as well.
