Instagram users can now combine up to 10 photos and videos in a single post, similar to functionality that has existed for some time for advertisers on the platform via Instagram carousel ads. Friends can swipe through the post to see all of the content—however, commenting is limiting to the overall post itself, and is not available for individual images/videos at this time.
Another immediate limitation for Instagram photo albums is the lack of support for landscape photos & vertical videos; as of now, only Instagram’s original square format is supported. Users can edit each photo individually within a photo album, though, or apply a single filter across the entire group if they choose. Instagram users also have the choice of the order that images/videos appear in photo albums. Advertisers, on the other hand, still have the option of leaving the carousel’s order up to the social network’s algorithm, which selects the highest performing images or videos ahead of the others.
Facebook’s photo & video app has been a darling of the company’s portfolio as of late, particularly after the launch of the Snapchat-clone Stories, which has already topped the daily user total of the latter’s overall subscriber count. As Snapchat prepares to go public, the continued product development (and rabid acceptance by users) at Instagram must be at least a little troubling to the company’s already delicate position with potential investors.
There’s no indication at this time that Instagram will attempt to somehow create some additional monetization opportunities via photo albums like they’ve done with Stories. Photo albums on Instagram are available now for iOS and Android via updates through the App Store & Google Play, respectively. Instagram has not, as of yet, rolled out the feature for Windows 10 users.