Instagram Rolls Out New Albums Feature

Just as some of us were getting used to Instagram Stories, the photo sharing social network has released yet another new feature: photo and video albums.

With this update, users have the ability to share up to 10 photos and videos in a single post. The carousel highlights the first photo or video in your Instagram feed just like other posts, but it will allow users to swipe left or right to see additional photos or videos uploaded in the same post.

If you were scrolling through Instagram on Oscars night, you probably saw this new feature in action.


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How do you recognize albums posts? You’ll see blue dots at the bottom of posts using the feature. These dots let you know that you can swipe to see more. You can like and comment on album posts just like you would a single image or video.

So what does this mean for your organization?

Instagram perfection will soon be a thing of the past.

We hear from clients all the time that they don’t have ‘Insta-ready’ photos to share on a regular basis. Now, thanks to the new albums feature, you won’t have to agonize over choosing one awesome photo or video clip from an event you want to share.

Instagram albums don’t just provide users with the opportunity to share more; it also provides businesses with an opportunity to include more sponsored content (advertising). Although advertisers could already buy carousel ads inside the platform, now those ads can feature up to 10 photos or videos – whereas the previous limit was five.

We can see clients using the albums feature to share an event as it happens, celebrate volunteers, encourage donations, share important statistics and, ultimately, tell a cohesive story. We also see an opportunity for clients to foster online engagement by curating and sharing more user-generated content. The possibilities are endless.

Instagram is changing the perception of what’s “Insta-worthy” – first with Stories and now with the albums feature. As avid Insta users and digital strategists, we hope this pushes clients to share more and worry less about ‘perfection’.

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