Instagram Launches Carousel Feature

We won’t lie, when Instagram announced its decision to launch a feature to upload multiple photos at once into albums, we had a collective office eye roll. It seems we weren’t alone, with many people, both within the digital marketing sphere and regular users, taking to social media to ask: “but, why?”.

Like many others, we predicted that this new addition to everyone’s favourite photo-sharing platform would be a clunkily-designed folder feature; forcing us to leave the main Instagram feed to look at the candid holiday snaps of our cousin that we secretly hate (are we sharing too much here? Sorry.) Alas, we’re eating our words… sort of.

In a change from our original idea of the ‘albums’ concept feature, Instagram this week is rolling out its Carousel feature to users, allowing us to upload up to 10 images at once for users to scroll through. If you’re up on your social media game, this might seem familiar as it mirrors Facebook’s Carousel ad format – as Facebook owns Instagram, the thought process here is fairly self-explanatory. Instagram first opened up this feature to advertisers on Instagram in 2015, using Facebook’s original Carousel format as a basis for design. Even though there are countless apps on the market which allow users to create a collage of their favourite photos, this is the first time that a feature such as this will be available to all users, not just advertisers.

“You no longer have to choose the single best photo or video from an experience you want to remember”, wrote Instagram in their usual launch blog. This propels Instagram further towards its goal to be more than a platform where you “only get to see the highlights”, that Systrom described as the motive behind launching Instagram Stories last year. Instagram suggests that you could use the new feature to “share your favourite moments of your best friend’s surprise birthday party, from setting up to when they walk through the door. Or create a step-by-step cake recipe that people can always find on your profile.”

This addition to the platform will be able to blur the line between advertiser and regular user content, now mere mortals can gain access to the visual content formats which have been available to those with access to an advertising budget for a while now.