Instagram testing Audio tab for music discovery

The tab already appears for some users and allows them to search for songs through keywords, providing a list of registered tracks on Instagram. Selecting a result takes the users to a separate page for that song or clip, which includes options to save or use the audio in a post.

The tool displays all the Reels clips that have used that song, which is similar to the way Instagram Reels and TikTok work. The feature provides another way to maximise music engagement and sharing within the app, and allows users to view some of the latest Reels trends and see how others have created clips around certain music themes.

The discovery tool forms part of the Instagram’s efforts to bolster its platform, which includes a new incentive programme that will reward users for creating Reels clips. The company is also testing new ways to share Reels to Facebook, expanding their reach across its network. The social network this week launched insight data, which lets creators access various metrics to view how well their live videos and Reels are doing.

TikTok users spend more time in the app than those on Instagram. Last week, a new report from App Annie revealed that users are now spending as much time on average on TikTok as people are on Facebook, which still has the most overall users and engagement. However, TikTok remains a thorn in its side and is now the leader in new trend shifts like music engagement.

Meanwhile, Instagram last week announced the Creator Week initiative, which will be held from 8 to 10 June. The invite-only conference will see the platform host a range of professional development programmes for aspiring and emerging creators to help them build their careers with the help of an array of Instagram and Facebook tools.

“The three-day event will include sessions like How to Supercharge Your Community, Media Training 101, How to Break Into Entertainment, How to Start a Podcast, How to Get Discovered on Instagram, and Fund My Merch Line, in which creators will be able to pitch their dream product idea to a panel of judges – and the winners will get their ideas funded,” Instagram said, adding that the sessions will also address burnout and algorithm myth busting.