Instagram is testing a feature that allows users to add open-ended questions within Stories, making content on the app more interactive.

Currently, the Facebook-owned app lets users post polls with multiple-choice answers. Users also have the option to direct message someone in response to a Story. By allowing open-ended questions within a Story, Instagram is aiming to create more engagement between users and is opening the door for brands and influencers to enable more public conversations with their followers.

An Instagram spokesperson did confirm the app is testing the feature but could not give any further details. A user first tipped Android Police about the latest feature last week, and TechCrunch reports users in Indonesia and Spain have been able to add open-ended questions to their Stories.

According to Instagram CEO Kevin Systrom, the app now has more than a billion monthly active users. The CEO shared the latest user numbers during the launch event for IGTV — Instagram’s new video platform that lets anyone post videos up to an hour in length.

“On Instagram, people are watching 60 percent more video than they did just last year,” said Systrom. “An entirely new category of video now exists, and it’s being made by creators. Teens may be watching less TV, but they’re watching more creators online … That makes Instagram one of the largest and most engaged audiences anywhere in the world.”

Not only is Instagram building out its platform to attract more video creators, it has been adding a consistent stream of resources to its toolbox for brands and advertisers. Last month, the company rolled out a new shopping bag icon for brands to include within Stories, adding an e-commerce element to the content. It also recently gave businesses new messaging options within their business profile inboxes to streamline interactions with followers and has expanded a booking and payment feature for a select group of businesses.

The post Instagram testing open-ended questions in Stories to make content more interactive appeared first on Marketing Land.

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