Instagram is launching a global marketing campaign called “Anyway” to encourage creativity and risk-taking on its platform. Alongside the campaign, Meta-owned Instagram is introducing new features aimed at helping users share their content more confidently.
Adam Mosseri, head of Instagram, emphasized the platform’s goal to foster a creative community where users can overcome self-doubt and freely express themselves. “I want Instagram to be a place where people come together over creativity,” he wrote in a blog post.
Key updates include expanding Trial Reels, which allow users to test content with non-followers, to all Instagram users. The platform will also enable users to reorganize how photos and videos appear on their profile grids and stream music to Notes.
In addition, Instagram’s video editing app Edits will feature a new restyle tool powered by generative AI to help users change the look and feel of their videos.
Instagram is also launching Drafts, an initiative to support emerging creators through financial aid, connections, and resources. Partners include creators like Sailorr and Tyrell Hampton, who will help nurture talent with growth potential.
The “Anyway” campaign features personalities such as Tyler, The Creator, Rosalia, Cole Bennett, and Slawn, showcasing their creative journeys to inspire users. Mosseri highlighted the importance of these stories and Instagram’s role in their development, promising more collaborations in the future.
This expanded creator focus comes as the creator economy grows rapidly, while uncertainty surrounds TikTok’s future. Instagram aims to strengthen its position by providing both tools and support to creators.