Instagram just dropped new inbox management tools that simplify message organization, but only if you have over 100,000 followers.

The new tools are actually quite sophisticated. We’re talking multi-select filters, custom shortcuts, reorderable folders, and the ability to prioritize message types based on usage patterns. Picture this: you’re a creator with 200K followers, and your DMs are an absolute nightmare of brand partnership inquiries mixed with fan mail, hate comments, and collaboration requests. These tools could end up being life-changing.

From a business perspective, Instagram profits when creators make content that keeps users engaged, which keeps advertisers happy. By giving these creators better tools, Instagram is essentially investing in its most valuable content producers. 

Instagram did throw smaller creators a bone by making these tools available to Professional accounts, regardless of follower count. This suggests the platform recognizes that monetization intent matters as much as current reach.

The fact that these tools were built reveals that Instagram is aware creator burnout is real, and that it threatens their content pipeline, which leads to less engagement, and ultimately less advertising revenue. 

You can read more here.