Instagram may divide hashtags from captions to end overhashing
Posted At 2018 Sep 24 in News
Geofenced sharing, Quiz stickers, Stories Highlight stickers and a separate interface for adding hashtags to posts are amongst a slew of new features Instagram has prototyped or is now testing. The last one could finally #cure #the #hashtag #madness that’s infected many of Instagram’s 1 billion users, causing them desperately to fill up their captions with tagged words that make the feed tough to read in hopes of scoring a few extra views or followers. [Update: Instagram has also confirmed the launch of GIFs in Direct messaging. Details below.]
The pace of iteration at Instagram is staggering, and helping it to leave Snapchat in the dust. With Facebook’s deep pockets funding its product, design and engineering teams, Instagram is able to keep its app full of fresh toys to play with. Here’s a look at three prototypes, one test and one confirmed roll out from Instagram.
The feature isn’t released or even necessarily testing yet, and Instagram refused to comment on it. But frequent TechCrunch tipster and mobile researcher Jane Manchun Wong was able to dig the designated hashtag selector prototype out of the Instagram Android app’s code. It shows a dedicated “Add Hashtags” option underneath the caption composer and people tagger. Similar past discoveries by Wong have led to TechCrunch scoops about the eventual release of Instagram video calling, name tags, music stickers and more, though there’s always a chance Instagram scraps this feature before it ever launches.
Disambiguating hashtags from captions could make adding them to posts less invasive and distracting, and thereby get more users doing it. That could in turn help Instagram tune its feed algorithm to show you more posts with hashtags you seem to care about, get more users following hashtags and allow it to better sort the Explore page with its new topic channels like Sports, Beauty and Shopping. But perhaps most importantly, it could just make Instagram less annoying. Everyone has that friend that slaps on so many hashtags that their captions become an incoherent mess.
Wong also dug out a powerful new feature that could help social media managers, businesses and pro creators reach the right audience. Instagram has prototyped a “Choose Locations” option for posts that lets you select from a list of countries where you want your post to be visible. Instagram declined to comment.
The geofencing feature might enable Instagrammers to design different content and captions for different countries and languages. Facebook has offered geofencing for posts for many years, and Instagram already offers ad targeting down to the ZIP code or mile radius. But if this location chooser launches for everyone’s posts, it could let people and professional accounts express their prismatic identity differently across the globe.
Stories Highlight stickers
Instagram gave me a confirmation that this final find by Wong is officially in testing. It allows users to turn someone else’s Stories Highlight from their profile into a sticker to overlay on their own Story. It’s an extension of the Quote-tweet style feature Instagram started testing in March that lets you turn people’s public feed posts into Stories stickers so you can add your commentary — or dunk on someone dumb. Stories Highlight stickers could create a new path to virality for star creators who could convince their followers to re-share their Highlights and turn their friends into fellow fans.
This prototype discovered by WABetaInfo‘s Twitter account allows users to ask a question in their Story and designate a correct answer. The Quiz sticker functions similarly to Instagram’s recently added Poll and Question stickers, but instead of tallying the results or letting you re-post someone’s answer, they’ll immediately see whether they guessed the right answer to your test. This ties into Instagram’s strategy to crush Snapchat by making its own Stories more interactive and turning the connection between fans and followers into a two-way street.
Instagram did confirm the launch of one new feature, tagging people in videos. TechCrunch spotted this last week and Instagram said it was testing, but upon our inquiry told us that it’s now fully rolled out. Video tagging could generate extra visits for Instagram as few people have the willpower to ignore a notification that they were named in a new piece of content. The feature could also help Instagram figure out who to show the videos to by allowing it to place them high in the feed of the best friends of people tagged.
GIFs in Direct
Today Instagram also confirmed that GIFs are rolling out to Direct messaging on iOS and Android, allowing you to search through a GIPHY-powered archive of animated images, or swipe through a trending GIFs section. You can also tap the “random” button after entering some keywords to get a surprise GIF added to your conversation. And after previously obscuring who actually made those GIFs, users can now tap and hold on to them to see the creator and other GIFs they’ve made. Instagram first offered GIFs as Stories stickers in January, and Wong had previously spotted them in Direct in Instagram’s code back in July. Clearly the racist GIF fiasco that led Instagram to temporarily shut down the GIF stickers hasn’t deterred it from expanding its partnership with GIPHY.
Combined, this flurry of new and potential features proves Instagram isn’t allowing its dominance to diminish its shipping schedule. It also demonstrates that Instagram VP of product Kevin Weil’s move to Facebook’s blockchain team and his replacement by former News Feed VP Adam Mosseri hasn’t disrupted the app’s brisk pace of innovation.
The jury is still out about whether Instagram’s biggest new initiatives will take off. IGTV is off to a slow start, but will need time to build a long-form video archive to rival YouTube. And we’ll have to wait and see if users grow addicted to Instagram Explore’s new Shopping channel. But constantly updating the app takes pressure off of any one feature to carry the weight of a billion people’s eyes. Who wants to build a direct competitor to something evolving this fast?