Last year, Instagram Chief Adam Mosseri announced that the platform is no longer a photo-sharing app. Instead, it became a photo-and-video-sharing one. This year, the platform focuses on bringing new ways to watch videos on Instagram. It will be removing IGTV in the coming months and will boost the usage of Reels and Stories.
Today, Instagram is enabling auto-generated captions on feed videos. Auto-generated captions will be on default once an Instagrammer uploads a video feed. Users can turn them on or off via the manage caption tab. Auto-generated captions on feed videos will be available in 17 languages among Instagram Android and iOS users.
Implications for Marketers:
Video captions can make it easier for the hearing impaired to engage on Instagram feed videos. For marketers, it can help expand the reach of video ads to people watching them without sounds. Captions can help them better understand the message of a brand.