Instagram Explores New Feature for Collaborative Posting to Inspire Engagement
Instagram Explores New Feature for Collaborative Posting to Inspire Engagement
Instagram is currently testing a new feature that allows users to contribute their own images and videos to an already existing post. This exciting addition aims to promote direct collaborations within the app. Once enabled, viewers of the post will have the opportunity to submit their own content for consideration. However, it’s important to note that any contributions will only be visible after being approved by the original creator. This feature essentially enables curated group photo albums and shared experiences, fostering a sense of community and collaboration on the platform.
(Image via @alex193a on X )
In recent years, the platform has been increasingly focusing on these types of features, as Instagram has recognized the value of these features as a means to drive engagement. For example, they introduced the “Add Yours” sticker for Stories in 2021. This sticker allows users to invite others to respond to their Stories content, encouraging interaction and conversation. Additionally, Instagram expanded the availability of remixes to all videos on the app last year. This expansion provides creators with more options for iterating on their updates and content. Overall, these efforts demonstrate Instagram’s commitment to enhancing user engagement and fostering creativity on the platform.
This collaborative posting trend is inspired by the types of content being shared on other social media platforms, particularly TikTok. Almost every TikTok trend now generates a wide array of re-creations, generating a whole new avenue for participatory content. This shift from passive consumption to active fan participation not only allows users to showcase their creativity but also offers them an opportunity to gain recognition and fame. However, this trend also means that users often come across the same song or sound repeatedly as they scroll through their feeds. While this may not be ideal, it is interesting to observe the various interpretations and unique perspectives people bring to trending audio clips and concepts. It is not surprising that Instagram is also seeking to align itself with this trend.
The introduction of this new feature on TikTok could have significant implications for brands, especially if it becomes available on business accounts. Instead of requesting users to add specific hashtags and searching for user-generated content (UGC), businesses can now ask users to contribute their own takes to the original post. This content will then appear as part of the creator’s update rather than on the users’ profiles.
Since the brand would have to approve the content being added to the post, it is safe for businesses to use it, as nothing will be shared to your profile that you do not approve of. This new option has the potential to encourage more people to share their own perspectives, insights, and memories related to brand accounts. Consequently, a wide range of businesses can leverage this feature to their advantage to inspire more consumer interaction and drive sales.
Ready to up your social media game? Call, DM, or email us at sbellem@bbrookstone.com to get started. We would love to help your business stay updated on the latest trends, tactics, and tools to crush your competition.
