Instagram’s newest feature—the ability to combine up to ten photos and/or videos in a single post—has been out for a week now, and to mixed reviews. Mashable has written not one but two articles bemoaning the latest feature and declaring the platform now dead, having betrayed its founding ideals. Whether the introduction of Albums will continue Instagram’s meteoric growth (from 400 million users in 2015 to 600 million by the end of 2016) or drive away users in droves remains to be seen, but savvy brands have seen the potential of Instagram’s latest upgrade. Below is a list of some of the more creative uses of albums in no particular order.


Hospitality giant Airbnb has innovated here by not innovating: they’re using albums on Instagram as, well, albums. Rather than pick one photo that sums up their travel experience, Airbnb has decided to embrace the vacation album aesthetic and packaged together a group of photos taken by one family during a stay in Hawaii. The album puts focus on the atmosphere of their patented brand of accommodation, rather than the one-off beauty shots you see elsewhere.


Levi’s has used the feature to take their followers on set for their latest photo shoots. Any of the images would have made a decent post on their own merits, but combining them allows for interested viewers to take a closer look at the styles on display. It’s giving followers more bang for their (admittedly free) buck, but without cluttering up their feeds.

charity: water

charity: water is giving Tasty a run for its money here, combining the concept of bite-sized visual recipes with an admirable cause. In honor of National Banana Bread Day, the charity showcased an African woman named Tencia’s home recipe, and along the way demonstrated the vital importance of access to clean water. charity: water is using Instagram’s albums to share stories untellable in another format.


Introducing our new line of Cheeodorants™

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Denny’s continues their trademark strategy of surrealist advertising, but now in three dimensions! It’s unclear what “cheeoderant” has to do with all-night diners, but it’s heartwarming to see that their social media team wasn’t forced to pick just one cheese pun to publish. It may be bizarre—it certainly isn’t appetizing—but it is memorable.

Sneaker News

Sneaker News has made varied use of the new feature, but none so successfully as in the example above. It blends in with the rest of their content, but on closer inspection is not just a single photo, but a series of detail shots that in turn allows the viewer to inspect the shoe closer. By the end of the four-photo series, the only thing left to the imagination is the new shoe smell.


Take it for a spin. #AudiQ3

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Audi invites their followers to take the driver’s seat in their latest album post, letting viewers swipe left to get a 360-degree view of the Q3’s opulent interior as it sits in a very photogenic barren parking lot. It’s a marked difference from their usual Instagram fare of action shots of Audis in motion, and it gives the audience at least an inkling of what it might be like to drive one.



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Vans takes an easy concept (lateral movement) and executes on it six times in a row. The result is a series of brief black-and-white videos of a man walking in snazzy new Vans. The scenes could easily have been lifted from a Wes Anderson commercial, and the act of swiping away from the direction of travel adds a neat bit of engagement to an otherwise simplistic ad.


The building that’s now home to WeWork Tower Place used to be a gym. We let that inspire the concept for the space, centering the design around vintage sports and giving a nod to the 1996 Olympics that were held in Atlanta. We wanted to maintain a gym-like atmosphere and energy through the use of industrial materials like perforated metal, but also keep it humble by using warm woods and wool. Incorporating bungee cords into the design of the stairs tied those back to the central theme. We turned the gym area into a functional workspace and kept the original running track (and scoreboard) on the mezzanine level to give members a well-lit space to sit or stroll. Another cool touch: basketball flooring repurposed as wall paneling for the phone booths. Our in-house graphic design team (@wearelunchmoney) designed custom wallcoverings to fit the overall concept: a cheering crowd for the pantry area outside of the gym; a unique step-by-step office workout for the conference rooms; and geometric swimmers for the restrooms. Designer @david.silverstein also worked his magic on a mural in the lounge area—another nod to the 1996 Olympics. Swipe through for photos and tap for project credits. #weworkdesign #wearewework

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Co-working space rental service WeWork takes followers on a tour of one of their offices with their album post, showing off their aesthetic. It’s easy to get a sense of the environment from these 10 photos, especially since many of the focal points of the close-ups are visible in the wider shots. The album captures not just the physical features of the space, but the ambiance as well.