Instagram offers text-only posts

A picture might be worth a thousand words, but some PR and marketing efforts call for additional text.

Visuals are taking over content marketing and social media efforts—74 percent of social media marketers use visuals in their campaigns—but what happens when you still need to say something? Enter a new way to make text more appealing: Instagram’s text posts.

The social app announced its new feature, now available to users, in a blog post and on Twitter:

Introducing “Type” mode in stories, a new way to share anything that’s on your mind! https://t.co/35A1nupNtf pic.twitter.com/JXLz7iG5UE

— Instagram (@instagram) February 1, 2018

In its blog post, Instagram wrote:

Today, we’re introducing “Type” mode in stories, a new way to share anything that’s on your mind with creative text styles and backgrounds — no photo or video required. Now, you can turn your most random thoughts into something colorful and expressive.

When you open the camera, you’ll see “Type” next to “Normal” under the record button. Tap “Type” and write whatever comes to mind — your favorite lyrics, a silly thought or a random idea — and play with different styles to change the look and feel. Then, you can pick different background colors, highlight words and phrases or add a background photo.

Users can publish text-only posts through the feature, or place the type over photos and videos they share. Just as with other Instagram Stories (and with Snapchat Stories), the posts will disappear 24 hours after you publish them.

Though many Twitter users reacted with excitement over the announcement—and the feature can help brand managers share additional messages with their Instagram audiences—several others clamored for the return of chronological Instagram posts:

Can we get chronological order back in our posts? 🤔 This new algorithm is more trouble than it’s worth.

— ❣😸🌤D@¥dr€AmeR☯⚛♏️ (@AlyaElaine) February 1, 2018

C
H
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N
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F
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O
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— T O R E 🌿 (@atinymew) February 1, 2018

I already have Snapchat, what I need is chronological order

— McCMatt (@McCMatt) February 1, 2018

We don’t want endless gimmicks in Stories. We just want the posts in chronological order

— Russell Brown (@RussellDBrown) February 1, 2018

Dude can we just get chronological order back!

— Jaime Robles⚜ (@j_shadows_91) February 1, 2018

How about REintroducing #ChronologicalFeeds?

How about REintroducing no more ads/sponsored posts?

How about simply giving users what they WANT instead of what they DON'T NEED?

— Dave™ (@yeah_its_dave) February 1, 2018

The criticism shows that Instagram, along with other social platforms, will continue to fight for consumers’ attention and favor as they weigh features and algorithms that encourage users to spend time on their website or app—and cater to PR and marketing pros hungry to reach younger consumers. Instagram might be angering users with its algorithm, but the text feature is a response to many posts already in the app.

[RELATED: Learn how to boost buzz, build brand recognition and engage employees on the hottest social media platforms.]

Business Insider reported:

It's an incremental update to Stories, but proof that Instagram is paying attention to how people use the feature. If you're someone who frequently posts or watches Instagram Stories, you'll likely have noticed that text-only posts are common. Right now, most people adopt a workaround for those posts, so having the tool built-in will certainly save a few steps.

However, PR and marketing pros should publish text-only posts on Instagram sparingly—even if you sprinkle them with stickers and multiple colors. Otherwise, you risk annoying your followers who are looking to consume visuals, not chunks of writing.

Ashley Carmen, technology reporter for The Verge, wrote:

I don’t fully understand why Instagram wants to give people a place to share their written thoughts. I like Instagram mostly because I don’t have to read anything. I just absorb copious amounts of photos and videos. I go on Twitter or Facebook if I want to read a rant. But Facebook has slowly brought features to Instagram that originated with the flagship platform. In fact, this style of “bold white text on a brightly colored background” started in the main Facebook feed, and a type mode already exists in Messenger and Facebook Stories.

… Really, I just hope this new type mode doesn’t catch on because I’m really trying to limit how many random thoughts I have to read on a daily basis. Also, I like Instagram. Please don’t ruin it with words, Facebook.

Don’t underestimate the power of images. Dr. John Medina of Brain Rules revealed that three days after hearing information, people remember 10 percent of it. When that same information is paired with an image, people remember 65 percent of the details.

Consider adding these colorful text posts in between your visual content to tease an announcement, share brief news with consumers and explain campaign or contest information (such as a URL to learn more). For longer messages, skip Instagram and turn instead to Facebook or your organization’s blog.

What do you think of the feature, PR Daily readers?

(Image via)

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