Here are a few examples of those already getting on board, as well as a few reasons why it can work.

Urban Decay

The slideshow tool allows Urban Decay to create a mini-tutorial from a single post.

By only revealing the finished make-up look at the very end, it gives users an incentive to keep swiping.

What’s more, by offering greater insight into the featured product – demonstrating how it can actually be used – it also nudges the viewer along the path to purchase.

With tutorials being a popular form of online content for the beauty industry, this means many brands could place an even heavier focus on Instagram in future. And while Instagram Stories can already be used in this way, a slideshow means brands no longer have to worry about investing time and effort into content that will subsequently disappear.


Another way to use the tool is to tell the story of a specific date or event, like this example from the NBA.

The brand is able to re-cap the results of multiple games, succinctly presenting a lot of information in a single post.

While some have bemoaned the content-heavy nature of the feature, examples like this show how it can streamline an account’s overall aesthetic – allowing brands to post a number of interesting images without clogging up their followers’ feeds.


WeWork’s Instagram account is designed to showcase its stunning co-working spaces around the globe. With just a single image, however, it’s pretty difficult to gain any real insight into what the office actually feels like.

Thanks to the slideshow feature, the brand is now able to do just that. 

Combined with a detailed description about its history and concept, the series of 10 photos allows the user to dive deeper into the story, as well as gain a much more tangible sense of what it would be like to work there.

Baywatch movie

Another benefit of being able to upload multiple photos is that it enables brands to use a series of related images that would have otherwise gone unused on the platform.

Take Baywatch, for example, which takes the opportunity to post movie posters celebrating the female members of its cast. 

This tactic will likely come in handy for teaser-posts, too, with brands revealing candid images or behind-the-scenes videos to engage fans. 

Baywatch’s Tinder-inspired tutorial is also worth a mention here, cleverly reminding users how to use the new feature.


Publishers often use Instagram to pique the interest of users and encourage them to click through to a particular story. This is heightened with the inclusion of multiple images, enabling a brand like Time to illustrate the narrative.

Not only does this give the post more impact, but it also helps to validate it, instantly giving the user greater insight and information about the story.   


This post by Disney proves that you don’t have to include all 10 photos to create an impact.

By using just two images, it is able to show the difference between an original illustration and a movie’s final frame – a simple but effective approach. This before and after concept is something we could see more of, especially when it comes to artists and designers showcasing their creative journeys. 


Finally, a brand that took the reveal concept to another level.

With the promise of a surprise, Cosmopolitan rewarded users with a shirtless Zac Efron if they kept swiping. While this example is rather gimmicky (merely serving as a demonstration of the tool itself), it deserves a mention for sheer creativity.

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