Instagram head Adam Moseri on reels advertisements, e-commerce, 2020 election – tech2.org

Instagram head Adam Moseri on reels advertisements, e-commerce, 2020 election


Adam Moserie speaks on stage at the Commonwealth Club on WIRED25 Summit 2019 – Day 1 on November 08, 2019 in San Francisco, California.

Matt Winkelmeier | Getty Images

Instagram is redesigning the app, putting tabs for shop and reels at the bottom of the main navigation bar, and moving the buttons for creation (+) and notifications (heart) to the top right.

The changes will begin Thursday and will be designed to show Instagram ads and encourage users to shop for items of their choice on Instagram, providing an increase in revenue for their parent company Facebook.

Instagram head Adam Mosseri told CNBC that the company would place ads in its TickTalk competitor, Reels, and make it easier for users to browse for products to drive the company’s growing e-commerce business. Instagram takes a piece of each transaction for purchases made through the app. Moseri said that these changes are an essential development of the app to maintain the competition and serve its users and creators, especially in view of the changing consumer behavior of the epidemic.

“This accelerated the current trend and led to online offline shopping. This has led to increased demand for video entertainment there,” he said.

Ads are coming for reels

For the reels, Instagram plans to take advantage of its new Tickcock competitor and add a new niche for advertisers.

“I think we can take advantage of the story’s advertising format because it is the same immersive experience, so it would be useful because you don’t have to bring advertisers to create a bunch of new creatives [ads], “Said Mosseri.

He said that Instagram had not yet built an advertising business in the reel as the company was still working on ensuring that the format was attractive to consumers and creators.

Mosseri also acknowledged his opponent’s success, saying “Tiktok gets all the credit for leading the space.”

As for the fact that many Tiktok producers only post their videos on Instagram, including the Tiktok logo, Moseri said he is excited every time he sees a producer Stop doing that.

“I think competition is basically a good thing and it’s a strong incentive for us,” Moseri said. “I think we are currently in the catch-up phase, trying to build some basics and basic creative tools … establishing that Instagram is a place for short-form fun videos. But for the time being. Together, we’re going to do. To separate and innovate, and it’s going to take time, and right now we’re going to catch the bus. “

Shopping for instagram is worthwhile

As part of the move to highlight shopping on Instagram, Moseri stated that “there is already a ton of commerce or business activity on Instagram,” and that it intensified the trend of people using the platform to explore products should do.

“We should generally look at shopping activity,” Moseri said. “I think the important thing to understand is that shopping is going to be meaningful to our business in a few different ways.”

Mosseri said shopping revenue could come through Instagram, to cut down on every transaction and to open up space for advertisers to buy ads that inspire people to buy products directly through Instagram. Advertising can be more relevant than shopping on the platform. This eliminates the friction between being able to see an advertisement and buy something.

Moseri defended Facebook’s election track record

Mosseri also defended Facebook’s work during the 2020 election season. The company has faced criticism, including members of Joe Biden’s presidential campaign, that it was not enough to tighten up the spread of misinformation and conspiracy theorists.

“I’m sure we’ve made decisions that people disagree with on both sides of the aisle. I think that’s to be expected, but at a higher level we tried to play offense and defense,” Mosseri said. “On the aggressive side we have always tried to focus on voter turnout.”

Mosseri cited the fact that throughout Instagram and Messenger, the company helped more than 4 million people register to vote.

“And on the defensive side, we focus on a lot of things with the top three: to prevent any foreign interference, which is obviously an issue that we looked into in 2016, and we are sufficient for this Were not ready, ”Mosseri said. “We’ve tried to do a lot on misinformation – you’ve seen us working with third-party fact-checkers and adding labels and developing content and passwords and I think in a big way we last week Tested from. And then oppressed the voter. – You have seen that we do a lot to actually take any material that suppresses the vote, and we generally hesitate to take the material until it There may not be real security implications, but the only exception is voter suppression. “

Moseri also said he is looking into the possibility that a Biden administration could push for an overhaul of Section 230 of the Communications Decency Act, which would make Facebook and Instagram accountable for content on their platforms.

“We have to be very careful when we take a look at 230 what incentives we give if you remove Section 230. It would have made a much more aggressive stance for platforms and an incentive to take all kinds of speech issues. “Which can lead to some censorship,” he said.

Echoing Facebook CEO Mark Zuckerberg, Mosseri said there is still an opening to make changes to Section 230.

“We’re not opposed to taking a look at 230,” he said. “We are not opposed to regulation more broadly. We would really like it if we had very clear guidance from regulators about what is and what is not allowed on some of these issues that are controversial. We Don’t like being in business. Making some sort of material decision. “

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