5 Social Media News Stories You Need to Read This Week
By Yasmin PierreNov 20
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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?
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:
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.
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.
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.
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