ColumnistsAug 06, 2024
The Smart Lab: Supercharge Your Summer Social Media StrategyTechnologyAug 21, 2024
Instagram’s Notes Feature Expands to Posts, Reels
Acting as temporary virtual Post-it notes, Notes are designed to help strengthen mutual connections, not reach new audiences.
Last month, Instagram expanded its Notes feature to posts and Reels. It was originally limited to users’ inboxes. (Photo from Instagram official Threads account)
New York—Last month, Head of Instagram Adam Mosseri shared a post on the social media platform announcing its new Notes feature has expanded to posts and Reels.
Essentially, Notes act as short, virtual Post-it notes that last three days before disappearing for good.
They can be added to your own content or applied to posts and Reels from other creators.
Essentially, Notes act as short, virtual Post-it notes that last three days before disappearing for good.
They can be added to your own content or applied to posts and Reels from other creators.
To add a Note to a post or Reel, users can tap the “paper plane” icon, hit “Add note,” type out their message, and then choose to share it with one of two audiences—followers who follow you back or Close Friends, a feature that allows users to curate a specific group of followers with whom to privately share content.
Notes will be visible to only the indicated audience, and they can be deleted at any time.
Those who can see the note can reply to it, and that reply will appear as a new chat in the note-maker’s inbox.
Notes originally launched at the end of 2022 when it rolled out as a feature within the Instagram inbox, allowing users to find their profile photo at the top of the inbox and leave a short message.
These Notes function similarly to how they do on posts and Reels, except when added in the inbox, they last 24 hours instead of three days.
Instagram users can access their inbox to leave Notes, which disappear after 24 hours.
The Notes feature can be used like a conversation starter, Meta said in its initial announcement, used for things like sharing what you’re up to or asking for recommendations.
Mosseri wrote in a later Instagram post that they’re “sort of like [an] AIM status.”
“Notes are not for reaching followers whom you don’t follow back, sorry creators,” he wrote. “This one is all about starting conversations with people you care about.”
To reach and connect with loyal followers through this new feature, businesses would need to first follow those accounts back.
One way to reach new audiences while also nurturing mutual-follow relationships could be to publicly post a new Reel, and then, once it’s up, add a Note with a special message or announcement to be seen only by that designated community.
Editors' Picks
Sponsored by
Notes is an evolving feature, and many users report that they don’t have access to it at all.
There is also other feedback about downsides to the feature.
Some users dislike that the feature causes them to see posts they don’t care about (or wouldn’t normally choose to see) appearing in their feed, simply because a mutual friend has left a Note on the content.
Some also say they’ve turned off suggested posts (content the app inserts into your feed from accounts you don’t already follow, but that Instagram thinks you may enjoy) for this reason.
Notes can also be turned off in settings.
The feature appears to show Notes in the Instagram app only, not on web browsers.
More on Technology
The Latest
PodcastsMay 20, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Medal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
SourcingMay 14, 2026
State of Colored Stones: The Spirit of Young American Gemstone CuttersThe next generation of lapidarists are entrepreneurial, engaged online, and see the craft as a means for artistic expression.
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
