Instagram Tests New “Hype” Option to Boost Interaction in Stories
Instagram is currently testing a new feature called “Hype” that aims to encourage more interaction within Stories. With the Hype option, users can post comments to a Story, which other users can then see in-stream. These comments are displayed on the Story itself, allowing anyone who views the update to see what others are saying. This new interactive option is part of Instagram’s ongoing efforts to enhance direct engagement and interaction on the platform.
Over the past year, Instagram has been shifting its focus towards increasing engagement and interaction within the app. The platform’s Chief, Adam Mosseri, noted that users now post more to Stories and send more direct messages than they do to the main feed. As a result, Instagram has been rolling out various alternative engagement options, including Collaborative Posts, Close Friends sharing, and a comment “Wonder Wall.” Last month, Instagram also introduced the ability to share post replies to IG Stories, which is somewhat similar to the new Hype option.
This emphasis on interaction is crucial for Meta, the parent company of Instagram, as it seeks to encourage more original content sharing. While Facebook and Instagram activity has been on the rise, the number of original posts has continued to decline. Without original content, Meta’s apps lose a significant aspect of their appeal and their power as engagement platforms. Hosting entertainment apps has proven successful in amplifying video content, but Meta also derives value from facilitating participation and interaction among users.
As Instagram moves forward, users can expect to see more tests of additional engagement options aimed at maximizing sharing between profiles. These efforts are essential for Meta to maintain its position as a leading social media platform.