What’s new?

Have you ever looked back in your Instagram feed and thought, “hm, this Instagram photo just doesn’t work with the aesthetic anymore?” Today is your lucky day. Instagram just introduced Archive, a new feature that lets you move published posts to a space that’s visible only to you. Read the full announcement here and our thoughts on how this could work for brands below.


How does it work?

To archive a post in your feed, tap “…” at the top of the post and choose “Archive.” You’ll still be able to see it when you tap the Archive icon in the top right corner of your profile. This allows you to revisit these posts and see previous likes and comments from friends while removing it from your feed. If you change your mind about an archived post, tap “Show on Profile” at any time and it’ll show up in its original spot.

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How can this work for brands?

This feature offers flexibility for brands to evaluate and remove posts on their Instagram feed. If a particular post is no longer relevant and/or does not fit within the overall feed’s aesthetic, a brand may opt to archive the post. Rather than deleting the post, archiving will retain the analytics and allows for flexibility to reinstate the post in the future. Brands may also consider using this for branded or sponsored content that has a specific flight date or only needs to appear in the feed for a short window.