How brands are using Instagram’s new feature, plus our tips to get the most out of it

Last week Instagram expanded a feature that’s been available on ads for a while- carousel photos- to the entire platform, allowing users to post multiple photos at once in a swipe-able album. Brands and users alike are already playing with the new feature, so we thought we’d take a look at some of our favorites we’ve seen so far and share some tips for how you can make the most of this kind of post for your own brand.

Got a question or something we missed? Find us on Twitter @UnionMetrics.

Start with a strong image

None of the recent changes on Instagram have changed its core; it’s still about striking images. Choose your lead image for a multiple image post the way you would have chosen the best one to post in the past and curate the rest to support it accordingly.

The U.S. Department of the Interior used this new feature to share several angles of a smaller attraction, leading with the most striking one. That makes fans and followers more likely to swipe through the rest and learn from the accompanying caption.

us interior strong image
From the U.S. Department of the Interior on Instagram

Tell a story

These new posts feel almost like a digital flipbook in a way, since fans and followers have the choice to flip through up to 10 images (or video) that you share in a single post. That gives you the chance to tell a story in a way that hasn’t really been possible since Instagram switched to their new non-chronological algorithm.

One brand that immediately caught on to this was Laguintas, telling a story familiar to many a beer drinker as a riff on the old commercials asking “How many licks does it take to get to the center of a Tootsie Roll pop?”. This is a really fun way to use this new feature, also subtly tapping into the nostalgia marketing that’s popular at the moment, throwing back to 90s culture.

lagunitas swig story
From Lagunintas on Instagram

Share possibilities

The goal with Instagram has always been to share the best of your visual content without flooding your followers’ feeds, and this new post type helps with that immensely. Now you can choose a multiple photo post when you have several choices you want to share with your audience: Products, uses for a single product, a quick how-to with a product, menu items, even recipes.

The last is something food bloggers wasted no time in utilizing the post type for, sharing things like options for #NationalMargaritaDay as How Sweet Eats did.. A clever way to get fans and followers to revisit some older recipes while also tapping new followers who might be exploring the hashtag for their margarita fix. And now they don’t have to scroll all the way back into archives for their options!

national margarita day how sweet eats
From How Sweet Eats on Instagram

Your turn

What have you used this new post type for? What examples and clever uses have you seen that we missed? Tell us about it on Twitter @UnionMetrics!

And if you want to measure how your effort on Instagram is going, we can help with that (and other channels as well).

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