The Independent Group: The Hour-by-Hour Story of Launch Day in Social Data
By Gemma JoyceFeb 19
Published February 24th 2017
Instagram’s latest update means users can now share multiple photos and videos in one post, but how has that gone down?The introduction of Instagram slideshows means that you can post up to 10 images or videos at once. Finally! Your profile will stop getting clogged up with similar images in a row, and a little icon will show if a post contains multiple images.
While this kind of content has been available to brands for a while in the form of carousel ads, regular users are now able to try it out for the first time.
The React team wanted to find out what people thought of the new update, so took to the social data. We found hundreds of people talking about it, and have included the highlights from their conversations as well as a peppering of commentary from the Brandwatch marketing team throughout this article.
Here’s how you do it:
This handy video provided by Instagram can also help:
The update offers answers to a number of user gripes with the platform. Where it was previously a place for only the best, people are now able to post a selection of images without having to worry so much about having just one quality image. In fact, Instagram’s explanation that “you no longer have to choose the single best photo or video from an experience you want to remember” was one of the trending phrases in the data surrounding the new update.
There were multiple comparisons between the Stories and slideshow features in the data. Where Instagram Stories are available outside of the feed, slideshows mean users can quickly flick through the post and then move on as opposed to clicking in and out of individual stories.
Wired’s positive review of the update was amongst the top-shared links, with David Pearce claiming “It’s going to make Instagram even more fun to browse.”
The article contains a warning. As social media platforms battle to become the place people go for everything, “Given its user base, Instagram is probably smart to give people everything they want so they’ll never leave. Yet it seems fair to wonder if, in doing so, Instagram might lose what made it so wonderful in the first place.” Given the general reviews of this update seem positive so far, the potentially negative effects remain to be seen.
Now it’s been rolled out properly, the new capabilities are an exciting prospect for marketers. It’s going to start with a scramble.
“Its a larger canvas for brands to market on with new possibilities for creativity. Like with all new tech and features, the strategy will come later. Brands will rush to explore what’s possible and once someone establishes what works others will copy.”
– Kristian Bannister, Digital Strategist at Brandwatch
There’s so much to experiment with. Here’s some of the fun and speculation we’ve seen so far.
Multiple photos and videos mean a longer, fuller story can be told in one post.
Check out this post from NBA as an example.
Media outlets are likely to lead the way with this – take a look at what Vanity Fair have been up to.
Here’s another example of powerful storytelling from @CNN.
Swipe to see more photos ➡️ Donald Trump was days away from taking the oath of office when Abdalla Ramadhan Munye and Habibo Mohamed landed in the United States. The Somali refugees had seven children in tow — two daughters, three sons and a niece and nephew they'd been raising for a decade. • But one of their daughters, Batulo, was told she would have to travel a few days later. Now, she is stuck more than 8,000 miles away. • The family was just settling into their new apartment in the Atlanta suburb of Clarkston when Trump went to the Pentagon and signed his travel ban. The stroke of a president's pen that day rewrote the first chapter of this Somali refugee family's life in the United States. (Photos: Melissa Golden for CNN)
Now brands can target multiple personas with a single post, showing off different aspects of their product that will appeal to different segments of their following without spamming people.
– Emma Shanahan, Community Manager at Brandwatch
Multiple images mean brands can share a range of products or angles in a single post, which could do wonders for engagement.
@catbirdnyc are all over this.
From recipes to instruction manuals, slideshows offer a great way to show off how to make or use something.
Key Lime Pie With Toasted Marshmallow Meringue INGREDIENTS 10 graham crackers 7 tablespoons butter, melted ¼ cup brown sugar 6 eggs, separated Lime zest 1 14-ounce can condensed milk ½ pint vanilla ice cream ½ cup key lime juice *(Regular lime juice works just fine if key lime juice is unavailable)* 1 tablespoon light corn syrup 1 cup sugar PREPARATION Preheat oven to 350˚F/180˚C. Place graham crackers in plastic bag and crush them into a fine crumb using a rolling pin. Alternatively, a food processor can be used to crush the crackers. Pour the graham cracker crumbs into a medium bowl with the melted butter and brown sugar. Mix until the crumbs take on the character of a coarse, wet sand. Pour the crumbs into a 9-inch pie dish. Press the crumb firmly into the dish, making sure to coat the bottom and sides of the dish evenly. Once the crust has been formed, place the pie dish into the refrigerator to firm up. Separate 6 eggs. Working with the yolks (reserve the whites for later), add the zest of 1 lime and whisk, either by hand or with an electric mixer, for 2 minutes. Add the can of condensed milk and continue to whisk until mixture is smooth and has a pale yellow color. Add in the ice cream and key lime juice. Continue to whisk for an additional 3-5 minutes. The filling should be smooth and airy when finished. Pour the filling mixture into the refrigerated graham cracker crust and bake at 350˚F/180˚C for 18-20 minutes, or until the edges of the crust begin to brown and the filling no longer jiggles when disturbed. While the pie is baking, combine the reserved egg whites with corn syrup and about ¼ cup of the sugar and begin to whisk vigorously to form the meringue. Continue to add the sugar in small increments until all of it is incorporated. Continue to whisk until mixture thickens and stiff peaks form, about 7-10 minutes. Top the baked pie with the meringue. Using a rubber spatula, spread the meringue evenly over the top of the pie, making sure to cover all the visible areas of filling. Once covered, use the tip of the spatula to shape the meringue forming small peaks a valleys in the topping. Bake at 350˚/180˚C for an additional 7-10 minutes to to
Another plus-point is the ability to upload lengthier videos. Adding each 1 minute clip to a slideshow means up to 10 minutes of ongoing video is possible in a single post.
According to HollywoodBranded.com, Kim Kardashian charges around $250k for a branded Instagram post. Will being able to post multiple images mean rates are reduced if your product is featured on the 9th or 10th swipe? Perhaps a Kardashian endorsement will become more affordable (though they might not be all they cracked up to be).
With thanks to the Brandwatch marketing kids of Instagram for their thoughts.