Social media platforms are always evolving, and Instagram often feels like it's evolving the fastest. It’s constantly rolling out new features, like Broadcast Channels or 20-slide carousels, to see how users respond and how it changes in-app usage. One of those features is Instagram Notes.
Instagram Notes have become especially popular among younger users, who also prefer Instagram for DMing over other social platforms. According to Instagram Head Adam Mosseri, "Anybody over 20 doesn’t use [Notes] very much. [It's] unbelievable how much they’ve moved Instagram engagement — overall app level engagement — for teens."
For older users, Notes might bring back memories of AIM away messages (but we have yet to see anyone post a “BRB dinner” Note).
In this post, we’ll discuss what Instagram Notes are, how they work, and how businesses and marketers can leverage them in their marketing campaigns.
Instagram Notes are like a small status updates that you can leave for your followers to see. You can share a single emoji to show how you’re feeling, write a brief thought, create a short looping video, or share a clip from your new favorite song.
TLDR: If you love Instagram but miss AIM status updates from the early 2000s, you’ll love Instagram Notes.
If you read 12 Rules of the Instagram Algorithm, you’ll know that sends and direct messages are a big part of the user experience and algorithm. This might explain why Instagram created Notes — a Messenger-based feature — and continues to beef it up.
There’s a growing trend on Instagram where private interactions are the preferred form of communication. By adding this new way to interact with just your connections, Instagram Notes encourages people to stay on the app longer.
Notes on Reels and posts are especially interesting because they allow people to start a larger conversation about the content with their friends without having to post a public comment. Comments are visible to everyone, so some users might hesitate to post one. However, a Note feels more intimate, especially if it’s shared with your Close Friends list.
While we don’t have confirmation on this, it's possible that Notes are also an algorithm signal. In other words, posts or Reels that you leave a Note on may get an algorithm boost (especially within your social graph), even though the author may not be able to track this particular metric.
You can also interact with notes from accounts you follow (and who follow you back). Simply click on their note in the Notes tray of your messenger inbox. A panel will pop up where you can write a message, leave a photo or video reply, leave an audio note, or like their note.
Only you can see who has liked or replied to your Note.
You can start a messenger conversation with someone who’s liked your Note by tapping the messenger icon next to their name.
You can also leave a voice message or a GIF.
When you reply to a Note or receive a message on your own Note, it will start a conversation in your messenger inbox.
You can’t see who has viewed your Note since it automatically displays in messenger and doesn’t require a click to view. However, you can see who has liked or replied to your Note.
Instagram recently added the ability to leave Notes on posts and Reels.
So, why leave a Note instead of a comment? What’s the difference?
Authors can disable Notes on their content, or if they’re in your audience, they can delete your Note.
In short: Notes on posts and Reels are like the in-between of a comment and a DM. They’re less public than a comment but not as private as a DM.
How to add notes on a Reel
Notes are typically tucked away until you stumble upon them. And, unlike Stories and Reels, this isn’t content that users actively seek out. As a result, it’s not surprising that Notes aren’t a critical part of many brand’s marketing strategies. There are also not many metrics available on Notes aside from likes and replies, so it's not easy to test the feature and see if it moves the needle for your brand.
That said, you can use Notes in marketing campaigns for the following purposes:
Since Notes aren’t as widely used as other features, they can actually help you stand out and capture users' attention when they're in their Messenger inbox.
Other Instagram features could be more useful for marketing, like Broadcast Channels. See how other brands are using this formerly restricted feature to reach their most loyal fans in our feature overview:
While Instagram Notes isn’t the most beneficial marketing feature, brands can use it for marketing by sharing short-form, short-term messages to capture user attention and inform followers of relevant updates.
You have up to 60 characters for Instagram Notes, though you don’t have to use them all. You can write a sentence, share a thought, or even post a single emoji.
Instagram Notes are not private. They’ll be seen either by your close friends list or your followers, depending on which setting you choose. When your followers engage with notes, however, only you can see if their reaction or response.
No, unlike Instagram Stories, you can’t see who viewed your Instagram Notes. You’ll only be able to see if someone engages with your Note.
Instagram Notes on your profile— which appear in the messaging inbox— will disappear after 24 hours. Instagram Notes that you leave on someone else’s Reel or Post will disappear after three days.
Notes is not yet available to all users. If you don’t see Notes, try updating your app, checking for region restrictions, or waiting for future updates from Instagram.
To mute or unmute Instagram Notes, follow these steps:
This will prevent or allow you to see their Notes at the top of your inbox.
To disable Notes on your posts or reels on Instagram, follow these steps:
This will prevent others from leaving Notes on that specific post or reel. Keep in mind that this setting must be adjusted per post or reel individually.