Instagram’s archive feature goes live, letting you hide photos indefinitely
Last month we noted that Instagram was testing a new feature called “archive”, which lets users hide any of their posts from anyone else – either permanently or indefinitely. Today this will roll out to everyone on Instagram, meaning you can start hiding photos today.
You can archive any photo or video on your profile by tapping the “…” three-dots button in the top right of the post, then selecting “archive”.
After being archived, these posts move into a special section of the app located at the top right corner of your profile.
This archive page, and all the posts inside it, are only visible to you. You can then opt to eventually unarchive a photo and “show on profile”, or just leave it there forever for your personal records.
So why would someone want to archive a photo?
Maybe you want to hide a post that didn’t get that many likes, but you want to remember the moment and not lose the memory amongst the tens of thousands of other photos in your camera roll. Or maybe you’re fighting with a friend or broke up with a significant other and want to take a break from seeing them on your profile without committing to deleting them forever.
Or, maybe you just want to take a total break from social media and archive all your photos for a bit.
The feature is slightly reminiscent of Snapchat's Memories section, which is designed to hold photos and videos you capture for posterity, but don’t necessarily want to share with friends or on your story.
The only difference is you can’t post an Instagram directly to the archive folder – i.e the photo has to be public, at least for a second so you can switch pages and add it to your archive. For this reason the feature will probably be used less as a personal gallery and more of an actual archives section, where you hold photos that you honestly don’t know if you’ll ever make public again in the future.
It will be interesting to see if Instagram ever launches a feature to keep a photo private from the start – almost like a built-in “finstagram”, which is what some people call their second, “fake” and secret Instagram account designed to memorialize personal photos and maybe share them with very close friends and family.
The feature launches for everyone this week.
And in other Social Media News....
Facebook to focus on transparency, measurement and stories in mobile
Facebook has committed to a new set of values in mobile advertising, focusing on transparency, measurement tools and developing new ways to tell stories.
It follows the social media giant's research which found that people scroll through their news feed 41% faster on mobile compared to when they are viewing on desktop.
For autoplay videos, which is a feature on 70% of people’s Facebook news feed, the average viewing time is 16.7 seconds. Video ads in the news feed are viewed for 5.7 seconds on average, according to i-D magazine.
Facebook also analysed 537 people who said they watched the premiere of a popular TV show and found that during every ad break their activity on the site went up.
In a blog post, Mark Rabkin, vice president for core ads at Facebook, said that marketers need more than top-line figures.
Rabkin wrote: "Transparency is paramount. To create fantastic new stories for the complex landscape of mobile formats, marketers must understand every nuance of consumer behavior, with detailed insights provided by the publisher – including Facebook — not just top-line metrics."
In terms of measurement tools, the platform will invest in "more granular reporting metrics within our native tools". Facebook is planning to launch "more visual measurement solutions" for brands to understand content consumption on the site.
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