Instagram is starting to age with use now that it is 4.5 years old. To win back some of its community, it has recently created a new feature called “Highlights” which sends emails to its users containing the most relevant photos in their networks. This seems to be a great feature to engage old audience.
Emails seem to still be one of the best ways to engage audience because of its relatively high open rate. Other than engaging old audience, the other problem that this feature will tackle is the Instagram stream. Due to the fact that images are shown in descending order based on the time of posting, images by some people may “hog” all of the spotlight while other pictures that are more relevant to the user are hidden. By creating a more relevant feed through the email system, it may increase user engagement and retention.
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