If you visited Instagram this past weekend, you probably noticed a button touting “The best of Halloween” with a call to action urging users to “watch videos now.”
The new feature offers curated videos around a theme, and it could be an opportunity for advertisers moving forward.
The unnamed feature, which functions similar to Snapchat’s Live Stories, features user videos of their costuming and trick-or-treating adventures.
PCmag describes the functionality:
The playback might catch you a little off-guard at first, as Instagram’s new feature is literally just a little video player. You don’t get the standard Instagram UI you’re probably used to seeing when browsing others’ photos and videos the old-fashioned way; you just get the content and the name of the Instagram user that took it. That’s it. You tap the top of your smartphone to go back to videos you’ve previously seen, and can tap the bottom of your smartphone to advance forward in the playlist.
The feature gives you the option to click on the original user’s profile or the individual video post. Videos were curated using the #IGHalloween hashtag.