Less than a month after launching Instagram Stories—the Facebook-owned app's version of the popular Snapchat feature, which strings together photos and videos for 24 hours—Instagram moved a step ahead of Snapchat on Wednesday by giving users the ability to zoom in while viewing photos and videos.
Now, iPhone users can now pinch photos and videos to get a closer look at them, and there's plans to roll out zoom for Android phones in the coming weeks.
And when a social platform introduces something fresh, brands always follow, whipping up posts that incorporate what's new. Red Tettemer O'Connell + Partners has already created posts for Morning Star Farms and Reyka Vodka using the feature, but marketers should be cautious before going-all in.
"With the zoom feature, there needs to be some inherent reason to look at an image closer to discover something, but that action of discovery still needs to connect to the brands messaging in some way or it'll just feel like a gimmick," said Steve O'Connell, ecd and partner at Red Tettemer O'Connell + Partners. "That said, eventually the novelty of zooming in will wear off, and it'll simply be another tool in a brand's Instagram arsenal to be used specifically, only in special instances."
Take a look at how a handful of brands—including RTO+P's work for Morning Star Farms and Reyka Vodka—are using the feature below. Note: To see the zoom feature in action, click on each post from a mobile device, open it in the Instagram app and pinch and zoom across the screen.
#1 Reyka Vodka
#2 The Cheesecake Factory
#3 TBS' Angie Tribeca
#4 General Electric
Look out below! Pulitzer prize-winning photographer @VincentLaForet shoots a bird-eye view photo of #GE's Tier 4 #locomotive as it snakes along the Transit Test Track at the Transportation Technology Center. Now that @instagram lets you zoom into photos, get a closer look — how many rail cars can you spot? #GETier4 #IndustrialInternet #railfan
#5 Noosa yogurt
#6 Morning Star Farms
#7 Bud Light Lime-A-Rita
#8 KFC Australia
#10 British Airways