Victoria’s Secret and Sephora Are Already Using Instagram’s New App

Instagram is providing a way to share photo collages with a companion app called Layout, which—even though it was just launched today—is already getting employed in interesting ways by brands like Victoria's Secret and Sephora as well as numerous consumers.

Within minutes of launching the app, an Instagram search for "#layout" resulted in post after post of photo collages from users testing out the new feature. Layout also lets people edit photos to create mirror effects and flip images.

Even first lady Michelle Obama posted a collage within hours of the app's launch today. 

 

"The reason why leaders around the country are going to band together to support girls' education is because we need you to be the leaders of tomorrow." —The First Lady during her visit to Japan and Cambodia as part of #LetGirlsLearn

A photo posted by First Lady Michelle Obama (@michelleobama) on Mar 23, 2015 at 12:18pm PDT

Additionally, there is a Photo Booth button that triggers a countdown for people to take multiple photos in quick succession, and they automatically are sent into a collage design.

Layout marks the second complementary app from Instagram, following Hyperlapse, which debuted last August and sets videos to fast-motion speeds. Brands also immediately embraced Hyperlapse's video-effects app to show off fast-speed clips, and used it in their Instagram ads as well.

It's no wonder that marketers jump to attention when Instagram innovates. After all, the company's flagship mobile app has 300 million active users.

As for now, brands and other people are experimenting with Layout's collages and mirror effects. Check out the following examples.

 

Models + puppies = way too much cuteness!! #NationalPuppyDay

A photo posted by Victoria's Secret (@victoriassecret) on Mar 23, 2015 at 11:33am PDT

 

The stages of complete highlighting and contouring! It's important to understand where to place the lights and darks in order to bring out your favorite facial features and define them while minimizing your not-so-favorite areas. You can choose to go with a softer approach for a natural subtle look, or go heavy like this for a high-glam version, it's all up to your preference and what's suited for the occasion! Isn't the magic of contour just mind-blowingly amazing?! I'd love to see your contouring 'war paint', tag pics with #ContouringMagic so we can all see! xo ~ @DressYourFace #SephoraTakeover

A photo posted by Sephora (@sephora) on Mar 23, 2015 at 11:29am PDT

 

#rp @sfgiants Our first Instagram #Layout

A photo posted by john calac (@jcalac) on Mar 23, 2015 at 11:15am PDT

 

H-town…Coming, coming down! #HTX #Texas #downtownskyline #layout #mirror #inmycity #houston #downtownhouston

A photo posted by Hemali Patel (@hemalip27) on Mar 23, 2015 at 11:10am PDT

 

Trying the new Instagram app with my last drawing. #art #anchor #all_shots #colours #draw #drawing #drawingaday #drawingtime #drawingskills #drawingcontest #drawingoftheday #drawingsofinstagram #flowers #followme #great #gallery #igers #instapic #instadraw #instalike #like4likes #layout #navy #pastel #picoftheday #photooftheday #webstagram

A photo posted by Chiara Miricola (@provehito_in_altum) on Mar 23, 2015 at 11:10am PDT

 

#Layout + Vegas = Awesome

A photo posted by Taylor Olmstead (@tcolmstead) on Mar 23, 2015 at 11:17am PDT