Instagram eyes competitors’ lead by promoting event content

2 Nov 2015

Instagram has looked over its neighbours’ fences and decided that it wants to keep up with the Jones’ with the addition of promoted content curated for a specific event, starting last weekend with Halloween.

Over the weekend, Instagram users might have noticed that any Halloween-related content was placed at the top of the feed in a bid to create a more responsive service.

According to Re/code, the feed is curated by Instagram’s own employees, but is restricted to videos only, which Instagram has described as a means of offering a more ‘immersive’ experience for users.

“This is a new way to experience events and big moments, as they happen, through the eyes of the Instagram community,” an Instagram spokesperson said.

The decision to add a curated feed makes sense given the somewhat overwhelming amount of posts that can make up a person’s feed if they are just looking to find related content.

But it will also likely help Instagram to find more means of adding select advertising to videos to coincide with holidays and sporting events.

As one of Instagram’s largest competitors, Snapchat was the first to get on board with the curated content idea with the launch of their Live Stories feature, which was launched last year and contributed to its multi-billion dollar evaluation.

Likewise, Twitter just beat Instagram to the punch last month with an identical model called Moments.

Instagram app image via Shutterstock

Colm Gorey was a senior journalist with Silicon Republic