At the end of 2023, Meta announced that it was testing an in-feed voting mechanic on Instagram where users would be able to answer questions from personal and business profiles, via a poll.
This week, the function has been rolled out and we’ve already seen accounts such as Ladbible and Go Falafel jumping in to test it.
Polls have performed really well in Stories in recent years and are particularly popular with Millennials and Gen Z, as we know they like to engage in gamification.
Bringing this function to feed offers Instagram another way to keep people engaged within the app, instead of heading to rival platforms, like TikTok.
What’s the opportunity for brands?
This update creates a great opportunity for brands to engage their audiences further. Users could be asked for opinions on new product launches for example or if they’d like to see some exclusive BTS event footage.
Here, users feel like they are getting more of a connection from the brands they love and in turn, brands will see their page engagement metrics rise.
As a general rule, the less you ask someone to do on social, the more likely they are to do it. A quick vote takes seconds, as opposed to asking someone to leave a comment.
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