A fictional series with 15 second episodes, is it possible? Yes, and it’s on Instagram. The popular social network of photographs and videos grows, reinvents itself and transforms our user experience with functionalities adapted to new consumer habits.
There are things that do not change. instagram continues to be the social network par excellence to see and share photos of food, great people at the gym, pouting selfies, latest fashion acquisitions, legs and feet on the beach, romantic sunsets and famous pets. #Love has been the most used hashtag over the last three years, and @Cristiano, @realmadrid and @fcbarcelona continue to occupy the ranking of the most followed accounts in Spain. But Instagram grows and it does so at the rate that our consumer habits change and our demands increase.. The social network of multimedia content, owned by Facebook, reinvents itself, opens up to brands and advertisers, and transforms and improves our user experience. Here are some of their latest news and improvements:
First original series
Fiction series are no longer the exclusive province of television. Consumer habits change, and speed and precision triumph. Instagram wanted to join the series fever and take advantage of the network’s features with Shield 5, a thriller made up of 28 15 second episodes. The series premiered on February 1 and is published daily on the open account @shieldfive, a new chapter along with photographs that provide data and help unravel the mystery that surrounds John Swift, a bodyguard who is accused of robbery and murder. , and who escapes to prove his innocence.
A display of creativity and concision that opens a new field with great possibilities and the ability to reach a potential audience of millions of people.
Here you can see the first chapter.
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A post shared by @shieldfive
Manage multiple accounts finally!
Finally, Instagram has just announced that it now allows all users Manage up to five accounts within the same application. Until now, if you managed multiple accounts, you had to log out and open a new one each time you wanted to log in. A torture. Now, you will only have to configure your profile and add the accounts to easily jump from one to another, by clicking on it. Identical to Twitter. Tip: update your app (to be able to use multiple accounts on Instagram you must have version 7.15 for iOS and Android) and always look at the avatar or image of the open account, don’t make a mistake and publish the snapshot of your last party on your company’s Instagram.
It is now possible to schedule publications (or almost)
There are different tools that allow you to upload images from your computer to Instagram, but what many (especially community managers) have been asking for for a long time was the way to schedule these publications. The summer of 2015 brought the good news: Instagram was integrated into Hootsuite. The improvement is undoubtedly useful, but it does not convince all users. Because? Unlike what happens with Facebook or Twitter, Uploaded content and post dated shows in Hootsuite are not automatically publishedbut first, you receive a notification on your mobile that the content is ready to be published. Until you press “send” the image will not be launched (something similar could already be done with applications like Lategramme, Publish and Chronogram).
So, The new functionality requires having a phone on hand and keeping an eye on it, but it serves as a kind of reminder, and to prepare and store content.
Goodbye to the square format
It was one of its hallmarks, its photos and videos in square format, but the trickery of users to avoid the restriction and sneak in content with other formats has caused the network to give in to the satisfaction of many. For a few months now, You can now be more creative and upload the photos or videos to Instagram exactly as you have taken them with your mobile phone, or, if you use the computer, those you have captured with your SLR camera. (Instagram camera still takes square photos). The filters and all the typical Instagram tools continue to work and although the photo will continue to appear square centered on your profile to fit into the mosaic, when you click on it it will be seen with its original dimensions.
Definitive landing of advertising
It seems that the season has been opened and advertisers have entered Instagram through the front door. Months ago, Instagram began to monetize its service and began to implement the business model in the image and likeness of Facebook. On September 30, the company opened its advertising platform to companies of any size from more than 30 markets, including Spain (until then the advertising service was only available for certain companies) and extended the duration of the videos to 30 seconds (the limit for users is 15). It seems that the performance of video ads provides very positive figures, and the demand is high, which has led Instagram to announce, just a few days ago, the launch of 60 second promotional videos. At the moment there are a few advertisers selected to test this new format, but everything indicates that these video advertisements will become normalized and will be added to the advertising photos in panoramic format.
Here you have one of the first one minute #VideoAds, from the T Mobile operator.
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A post shared by T Mobile (@tmobile)
In addition, Instagram has also launched new tools for campaign optimization and a new advertising format, called Marqueedesigned so that brands can “broadcast” interesting events, such as, for example, a movie premiere or the launch of a new product.
What will be next? A BUY button?
According to a survey conducted by GlobalWebIndex, Instagram users follow their brands the most (53%) and search for products on social networks (44%). That of Instagram is the highest percentage among users of the main platforms, while Facebook registers the worst data. Instagram knows it. Hence the new advertising functionalities and services. Advertisers know it. Hence, part of the marketing budget that traditionally went directly to Facebook is now allocated to hiring advertising on the star multimedia content platform.
If 14% of Instagram users acknowledge that they would be willing to use a “buy” button within the application, how long will it take before we see them implemented?
Instagram and journalism
I’m a newbie to Instagram, I arrived late (very late) and I think I’m becoming the “typical” user with “typical” photos of my dishes, my DIY creations and my dogs. But as a journalist, every day I discover new features and uses of Instagram that surprise and hook me. Its potential as an extension of the media and escape from major events is enormous.. I followed and enjoyed the Film Academy’s recent coverage of the Goya Awards. It happened before with the Golden Globes and it will surely happen with the Oscars. Media such as MTV, HBO, BBC or The Guardian, among others, are already very popular on the social network. And in Spain, some media, such as El País Semanal, the magazine ¡HOLA!, the magazine Cuore or the newspaper 20 Minutos, also use the social network to share how their reports are made, funny moments or interesting photographs and videos for users. .
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A post shared by Academia de Cine|Premios Goya (@academiadecine)
Instagram is having a very sweet moment. It is a platform that offers a lot of play and has great possibilities for users, brands and the media.. There are already more than 400 million people who, at least, use the platform once a month. And its creators say they have found the key to creating engagement with users: the quality of the people they follow. For this reason, Instagram uses the artificial intelligence, algorithms and human criteria to recommend new content. “We talk about capturing and sharing the world’s moments. “We want Instagram to be timely and personal.” These are the words of Mike Krieger, one of its co founders.
I will be attentive to the evolution of the platform, to how the media and brands take advantage of its resources. And, of course, I will continue to share photos of my dogs. Hopefully the advertising is just as “timely and personal” as the rest of the content and serves to improve our user experience, not hinder it.