Instagram: 3 Billion Users and the Rise Of Reels and DMS
Instagram has officially passed 3 billion monthly active users (MAUs), cementing its role as one of the world’s most influential social platforms. Along with the milestone, Instagram is signaling increasing emphasis on Reels and direct messaging (DMs). For marketers of music, this shift marks a new era of how to engage fans, grow audiences, and drive deeper connections.
Instagram: 3 Billion Users and the Rise Of Reels and DMS
Reels Are Driving Instagram’s Growth
Reels are now the fastest-growing content format on Instagram, with over 2 billion people engaging monthly. Short-form video dominates user attention, outperforming traditional photos and carousel posts in both reach and algorithmic preference.
Why? Reels are built and surfaced for discovery. They appear in Instragram’s Explore, on the main feed, and in Shorts-style scrolling – making them a gateway for new followers. For musicians, venues, and music marketers, this means prioritizing content like:
- Quick performance highlights
- Behind-the-scenes footage
- Storytelling in 30–60 second clips
Instagram is already testing a version in India that opens straight to Reels along with other options that would give users more control of what they see.
KEY TAKEAWAY: If your Instagram strategy is still photo-first, now’s the time to pivot.
DMs Are Becoming the Heart of Engagement
Alongside Reels, Instagram is re-engineering how people connect through direct messages. Private conversations are now central to how users interact, and Instagram is rolling out new DM management tools to reflect this:
- Filters to sort unread or priority messages
- Folders for collaboration or fan engagement
- Improved accessibility for responding at scale
KEY TAKEAWAY: DMs are no longer just for customer service or quick engagement. They’re now a hub for community building. Responding to fans, coordinating with collaborators, and even sending exclusive content via DMs can strengthen loyalty in ways public posts can’t.
What This Means Music Marketing
- Prioritize video content. Make Reels your default format to maximize reach.
- Engage through private channels. Use DMs strategically to build one-to-one relationships.
- Mix Reels + DMs. For example, post a Reel that prompts followers to DM for exclusive content, event invites, or ticket links.
- Use inbox filters. Take advantage of Instagram’s new DM tools to manage fan, press, and collaboration messages more effectively.
Final Takeaway
With 3 billion users worldwide, Instagram is moving toward a Reels and DM-first future. For musicians and all music marketers, the path forward is clear: embrace video storytelling and treat private messaging as a core part of your growth strategy.
Success on Instagram will belong to those who adapt quickly to these shifts.
Bruce Houghton is Founder & Editor of Hypebot, Senior Advisor at Bandsintown, a Berklee College Of Music professor and founder of Skyline Artists.
ALSO READ: How often should you post on Instagram? An analysis of 2 billion posts.
“Instagram: 3 Billion Users and the Rise Of Reels and DMS” first appeared on Hypebot.com.
