Instagram is experimenting with a new discovery element that would allow users to view a collaborative Feed of content from accounts you and a friend follow in common, providing yet another way to boost engagement. Possibly. By now, it’s hard to pinpoint just what really raises engagement, seeing that almost every other social platform is now working towards getting the highest engagement rates possible, sometimes even through controversial means.
Engage, Engage!
Based on a screenshot once again shared by another legendary app researcher, Alessandro Paluzzi, the new ‘Discover Content Together’ option would add a new Feed of content that you’ve both either interacted with or followed, giving you both another way to connect over mutual interests.
It essentially gives you more guidance on the topics that you and your friend both like, which might spark new interactive opportunities, as well as reveal interests in common that you might not even be aware of. Users would also then be able to share future posts from those profiles and interests, which could generate even more in-app engagement.
Instagram has been looking to find more ways to lean into DMs and private interactions, as a means to boost overall usage. With people sharing fewer updates to the main Feed, Instagram is now trying to establish a more unique value proposition over, say, TikTok by highlighting how you can also interact with friends on Instagram better than you can elsewhere.
Instagram also added Collaborative Collections last week, which enables users to save posts to a private chat group, as well as messaging ‘Channels’ earlier in the month – a chat-based broadcast process that provides everyone with another way to share in messages.
The Wrap
This new process would seemingly add another engagement element that aligns with evolving usage. The potential brand use for this seems fairly limited, but there could be a way to showcase shared interests with followers, depending on how it functions. There’s no official statement or schedule indicating when or whether this will even enter live testing, so it’d be best to wait and see.
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