Instagram is a place teens share content to develop their ever evolving creative perspectives.
As the Instagram experience evolves to include more discoverable video, we needed to stake a claim on how, and why, the video forward experience is differentiated from our major competitor.
Instagrams content experience is a leaned-in experience where discovering, sharing, and connecting over content inspires the constantly evolving creative in all of us.
“So much to share” enlists some of the most interesting Creators experimenting in low key ways on the platform. It's equal parts cool, weird, wonderful but also accessible: stuff any teen could conceivably make themselves.
The campaign was also the launch of another major project - a new brand tone for Instagram - embracing low-fi aesthetics that reflect the cultural shift in teen content.
Working directly with Creators to realize an elevated version of their own work resulted in a collective tone that feels inherently of the brand, authentically rooted in community content. Which is what teens really want to see, with breakthrough numbers off the charts.