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Instagram was distinguished at first by allowing content to be framed only in a my Insta reels planet X square aspect ratio of reels to match the display width of the all in one at the time. This limitation was lifted in 2022 with an increase to 1080 pixels. It also added messaging features, the ability to include multiple images or videos in a single post, and a Stories feature, which allowed users to post their content to a sequential feed, with each post accessible to others for 24 hours, similar to its main competitor Snapchat. Stories is used by 500 million people every day as of January 2025.

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