These 11 Brands Are Already Using Instagram’s New Zoom Feature

Zoom is Instagram's newest Snapchat-like feature. Instagram: @angietribecatbs 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 to see how Iceland packs a lot in a small country. #instazoom A photo posted by Reyka Vodka (@reyka_vodka) on Aug 31, 2016 at 1:44pm PDT #2 The Cheesecake Factory A cheesecake so nice, we put it here twice! Zoom in and find which cheesecake appears twice in our picture. Can you name it? A photo posted by The Cheesecake Factory (@cheesecakefactory) on Aug 31, 2016 at 3:45pm PDT #3 TBS' Angie Tribeca WHAT DOES ANGIE'S DESK MAGNET SAY? Pinch & zoom to find out. Post what you think in the comments. Then prepare to be judged by the internet. A photo posted by @angietribecatbs on Aug 31, 2016 at 12:46pm PDT #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 A photo posted by GE (@generalelectric) on Aug 31, 2016 at 1:44pm PDT #5 Noosa yogurt What do cows say when they play hide-and-seek? Hint: pinch and zoom to find out. A photo posted by noosa yoghurt (@noosayoghurt) on Aug 31, 2016 at 2:36pm PDT #6 Morning Star Farms Zoom in to see how a something small can make a big impact. Like this small seed. #WayToVeg A video posted by MorningStar Farms (@morningstarfarms) on Sep 1, 2016 at 5:54am PDT #7 Bud Light Lime-A-Rita Are you #MargaReady? Our new flavor is just a pinch away. Zoom in and find out what it is. A photo posted by Lime-A-Rita (@lime_a_rita) on Aug 31, 2016 at 2:16pm PDT #8 KFC Australia You can FINALLY #zoom on Insta! Now it's even easier to appreciate our #delicious #Nuggets in all their glorious, crispy golden detail... A photo posted by KFC Australia (@kfcaustralia) on Aug 31, 2016 at 4:48pm PDT #9 Primark New in stores this week - go on, get a closer lk! #Primark #Instagram #zoom A photo posted by Primark (@primark) on Sep 1, 2016 at 7:01am PDT #10 British Airways #Zoom in for a closer look. Where will your next #CityBreak be? Whether it's iconic #sights, the buzz of a traditional market or the best in local cuisine, city breaks are one of our favourite journeys. #discover #Berlin #Germany A photo posted by British Airways (@british_airways) on Sep 1, 2016 at 3:40am PDT #11 TurboTax Can you spot the #TurboTax check ball? We're celebrating Instagram #zoom & the end of summer with an outdoor #picnic. Zoom to find the check ball and the first to answer correctly will win a prize! #summer #giveaway A photo posted by TurboTax (@turbotax) on Sep 1, 2016 at 11:01am PDT

Performance Marketing

These 11 Brands Are Already Using Instagram’s New Zoom Feature

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Lauren Johnson

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Lauren Johnson