This post originally appeared on Tech Crunch.
Instagram is swaying the balance towards simplicity but away from originality. It’s adding the ability to publish feed posts to different accounts you control at the same time by toggling them on within the composer screen. An Instagram spokesperson confirms this option is becoming available to all iOS users, telling TechCrunch “We are rolling out this feature to provide a better experience for people who often post to multiple accounts.”
This “self regram” could make it easier for businesses, influencers, and regular folks with Instas and Finstas to publish the same meme, promotional image, or other content across their profiles simultaneously instead of having to post on one at a time. But it could also make Instagram’s feed a bit more cookie-cutter, with different audiences of different accounts seeing the same shots and captions. The desire to keep the feed original and personal has been a driving force behind Instagram refusing to add a native regram feature for sharing other people’s feed posts to your audience.
TechCrunch first discovered the feature thanks to a tip from SocialThings founder Zachary Shakked, who says “it could save a tiny bit of time”. Other users including Jay Elaine’s Get Branded also showed off the new feature, as seen above. Once users select a photo or video to post, the Instagram for iOS composer screen for adding captions and tags now includes toggle switches for syndicating the post to your other accounts to which you’re logged in. We’ve asked whether the feature will come to Android (I’d assume so in the future), and Stories (anyone’s guess), but Instagram hasn’t responded. You still can’t regram posts by other people, or your own after you publish.
Simplifying publishing sounds obviously better, but it could also dilute the quality of Instagram. Luckily, the feed’s algorithm can simply demote generic content that doesn’t resonate with people. But if the feed becomes full of stale cross-posted promotional spam, it could send younger users fleeing towards the next generation of social apps trying to spice it up.
Written by Josh Constine @joshconstine
Image Credits: Bryce Durbin / TechCrunch