Earlier this year, Instagram launched a new feature called “Guides” which allowed creators to share tips, resources and other longer-form content in a dedicated tab on their user profiles. It was initially launched for only a few creators that focused on posting about mental health and well-being. On Tuesday, Instagram announced that it would expand this feature to all users.
This “Guides” format was designed to give Instagram creators and marketers a fresh way to share long-form content on a social network. By comparison, an Instagram Guide could look more like a blog post, as it could include text accompanied by photos, galleries and videos to illustrate the subject matter being discussed. This transates to increased users’ time in the app, since users wouldn’t have to click through to external websites and blogs to access these posts. Rather than directing traffic to creators’ or brands’ websites and blogs, Instagram wants to keep users on its platform.