Now you can scroll Instagram together with friends, turning a typically isolating, passive experience into something more social and active. Today Instagram launched Co-Watching, which lets friends on a video chat or group video chat browse through feed posts one user has Liked or Saved, or that Instagram recommends.
Co-Watching could let people ooh, ahh, joke, and talk about Instagram’s content instead of just consuming it solo and maybe posting it to a chat thread so friends can do the same. That could lead to long usage sessions, incentivize users to collect a great depository of Saved posts to share, and spur more video calls that drag people into the app. TechCrunch first reported Instagram was testing Co-Watching a year ago, so we’ll see if it managed to work out the technical and privacy questions of operating the feature.
The launch comes alongside other COVID-19 responses from Instagram that include:
-Showing a shared Instagram Story featuring all the posts from you network that include the “Stay Home” sticker
-Adding Story stickers that remind people to wash their hands or keep their distance from others
-Adding coronavirus educational info to the top of results for related searches
-Removing unofficial COVID-19 accounts from recommendations, as well as virus related content from Explore if it doesn’t come from a credible health organization
-Expanding the donation sticker to more countries so people can search for and ask friends for contributions to relevant non-profits
These updates build on Instagram’s efforts from two weeks ago which included putting COVID-19 prevention tips atop the feed, listing official health organizations atop search results, and demoting the reach of coronavirus-related content rated false by fact checkers.
But Co-Watching will remain a powerful feature long after the quarantines and social distancing end. The ability to co-view content while browsing social networks has already made screensharing app Squad popular. When Squad launched in January 2019, I suggested that “With Facebook and Snap already sniffing around Squad, it’s quite possible they’ll try to copy it.” Facebook tested a Watch Together feature for viewing Facebook Watch videos inside Messenger back in April. And now here we are with Instagram.
The question is whether Squad’s first-mover advantage and option to screenshare from any app will let it hold its own, or if Instagram Co-Watching will just popularize the concept and send users searching for more flexible options like Squad. “Everyone knows that the content flooding our feeds is a filtered version of reality” Squad CEO Esther Crawford told me. “The real and interesting stuff goes down in DMs because people are more authentic when they’re 1:1 or in small group conversations.”
Squad, which lets you screenshare anything, including websites and your camera roll, won’t be fully steamrolled. When asked if Instagram would build a full-fledged screensharing feature, Instagram …read more
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