Instagram is testing a new collage feature, with some users receiving a prompt to create and post a collage of images from their camera roll directly to Stories. This adds another way to enhance engagement and creativity in Stories content.
As demonstrated in this example shared by social media expert Matt Navarra, Instagram is now rolling out a new Collage option for Stories. This feature allows users to select multiple images from their camera roll to create a collage directly within the app.
Instagram has long allowed users to create collages within Stories using the Layout option, but this feature is more structured, with the format of the collage being determined by the chosen Layout. The new update, however, offers more flexibility, allowing users to create unique and customized visual designs with their images.
Instagram has been experimenting with collage features for a while, also testing the ability to create collages within group chats on the platform.
This new Stories collage option closely resembles the one Instagram has been testing in group chats, though it appears in a different context.
It’s likely that Instagram has been developing its collage features since late 2022, especially as Pinterest’s “Shuffles” app began gaining popularity during that time.
Shuffles allows users to create artistic collages from Pinterest images, quickly gaining popularity with various audiences.
True to Meta’s familiar strategy, when a new feature or app starts gaining traction, it often replicates it to prevent users from migrating to other platforms.
As much as some dislike this approach, it’s been effective. Facebook and Instagram continue to be the two most popular social apps (unless you count YouTube, which isn’t primarily used for social interaction), with billions of users. Instagram’s adoption of the Stories feature from Snapchat helped make it one of the most-used functions on the platform, while Snapchat’s growth stalled. Similarly, Instagram’s imitation of TikTok’s format with Reels likely slowed TikTok’s growth as well.
While TikTok is arguably better at short-form video, some users prefer sticking with familiar platforms rather than setting up new profiles and learning new apps. By offering a similar experience on platforms users already know, Instagram retains a significant portion of its audience.
Collages, while not a groundbreaking trend, have a niche following, and Pinterest has since incorporated shoppable product pins within these creations. Instagram could potentially adopt a similar approach, which might make collages an interesting option for brands in the future.
For now, it seems that the collage feature is being rolled out just in time for users to share year-end collages as part of New Year’s posts.
We’ve reached out to Instagram for more details on the rollout of Stories collages and will update this post if/when we receive a response.