Will this new Instagram update really help businesses?

Instagram recently launched a new update where users can upload posts via the desktop site.

For the longest time, third-party apps on the internet have made sure IG users can use their desktop to upload posts but the official update from the supreme itself seems like a great addition.

Creating posts and uploading them on Instagram from your desktop is definitely a time-saver and offers more flexibility in what you can share. And of course, bonus points to doing it without having to upload them onto your phone first!

The new update introduced by Instagram is certainly a welcome move when we talk about the ease of users + creators. But if we look at these features from the lens of a brand/ business and further scan them critically, this may directly contribute very little towards garnering better reach or targeting content for maximum traction. Mainly because the update does not allow users to post IG stories and Reels, rather only images and videos.

If we look at the numbers, the maximum creators/users participation and traction is through Stories and Reels. Approximately more than a billion users use Instagram every month and 500 Million users every day use Instagram Stories. An interesting fact that stands out to me here is that around 1/3rd of the most viewed Stories worldwide are from businesses.
Instagram averages 100 Million daily active users in India. In fact, since its launch, the average time spent on Reels in India has increased by 3.5%. Further, 58% of people upvoted increased interest in brands and products after watching them in IG Stories and Reels. This means business houses are capitalizing and are able to achieve better results from these two features when it comes to calculating cost and impact.

So, unless the update of desktop uploads is extended for Stories and Reels as well, the new additions may not have much for the brands when it comes to evaluating the impact of conversions/ reach. They do extend system-specific ease to the users and creators but fail to offer much direct value in terms of brand development.

Although, we see Instagram launching new updates and features back-to-back so let’s hope we’re able to #feelitreelit from our PCs very soon. :)