Instagram’s New Camera Format Enables Users to Focus on One Person in a Photo

An @mention sticker was also introduced for iOS

Instagram's new Focus camera format Instagram
Headshot of David Cohen

Instagram introduced two new features Tuesday: a Focus camera format and an @mention sticker.

Focus is located next to Superzoom on the Instagram camera, and it enables users to create photos or videos where the person who is the subject is featured prominently and the background “softly blurs.”

Creative tools such as filters, stickers and text can be added to these photos or videos, which can then be shared via Instagram Direct or added to Stories.

Focus is available for “select” Android devices, as well as the iPhone SE, 6S, 6S+, 7, 7+, 8, 8+ and X.

The Facebook-owned photo- and video-sharing network described the @mention sticker in a blog post: “After you’ve taken a photo or video in your stories camera, open the stickers tray, tap the @mention sticker, start typing the name of the account you want to mention and select from the options that appear. You can then rotate, scale and place your sticker wherever you’d like.”

The @mention sticker is only available via iOS.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.