3 New Instagram Features We’re Excited To Try
July 27, 2021
Like most things in life, change is inevitable, especially when it comes to emerging features on social media platforms. Change doesn’t have to be a bad thing though, in fact, we’re embracing some of the newest Instagram features that have debuted over the past few weeks. Here are three we’re most excited to use:
We’ve been waiting for this one! Instagram Reels are Instagram’s answer to TikToks: Short, snippy, multi-clip videos with audio, effects, and creative tools. Reels ads can be up to 60 seconds, loop, and people can comment, like, view, save and share them. While when they first debuted Reels were a 100% organic play, now we’re able to put some ad spend behind Reels, allowing us to reach new, targeted audiences in a fun and engaging way.
When new products launch, we typically see high organic performance on social media while the platform is driving user adoption, however, once products become more mainstream, we tend to see organic performance drop. That’s when it becomes especially important to dedicate a paid ad unit, which allows us to support a content investment to ensure continued reach and engagement.
We love a good brand collaboration (especially between our clients), and Instagram’s latest Branded Content feature will allow us to capitalize on that. Now, creators can tag up to two brands in a single piece of Branded Content, making tie-in promotions more seamless.
This feature will come in handy for a number of our clients. For example, sometimes Streetsense will coordinate an influencer to host an Instagram giveaway with multiple prizes from different brands. Using this new feature, the influencer would be able to properly credit multiple brands with sponsoring the giveaway. Plus, by tapping into multiple brands, all of the parties will benefit from exposure into new audiences, and hopefully can leverage that exposure to gain more unique followers in return.
Captions Sticker for Instagram Stories
When it comes to social media, accessibility is no longer a “nice-to-have” but a “must-have.” The new Instagram caption sticker automatically ads captions to Instagram Stories based on audio input, making them more accessible to a larger audience. Instagram has noted that this capability will soon be rolled out to Reels as well, and we’re anticipating a spike in engagement with the ability to optimize content for sound-off viewing. According to a HubSpot poll, only 29% of Instagram users always watch Instagram stories with the sound on, 56% of users sometimes have the sound on, and 15% never do.
The three new features above have been on our wishlist for some time now, and we’re already putting them to the test with clients to keep our strategy innovative and uncover new ways to drive social reach and engagement.