Here’s What You Need To Know About Instagram’s Flipside Feature
Social media platforms have more competition than your favourite brunch spot on a Sunday – constantly trying to improve and introduce new features that will make them the Queen Bee. Instagram’s latest feature test comes in the form of “Flipside”, a targeted attempt to give users a new playground for their Finstas without having to switch profiles. If you’re one of the lucky ones in the current test, you may have noticed the key symbol at the bottom of your profile already. But what exactly is Flipside, and how can brands and influencers leverage it to their advantage?
What is Instagram’s Flipside?
Instagram's Flipside is not just a new feature in test mode for certain creators; it's a response to the evolving landscape of social media consumption. In a world where users crave more personalized and intimate connections, Flipside offers a unique alternative profile option. By allowing users to curate an Instagram page exclusively for select followers, different than your Close Friends list (which is for Stories only), Flipside drives the new Instagram experience audiences are craving – one of authenticity, deeper connections, and smaller, more private communities. Flipside continues the shift away from the once beloved highlight reel to more real experiences on social.
Who Are The Target Users of Flipside?
It’s no shock that Instagram continues to adapt to the preferences that will expand its user base, especially the younger generations. With the previous success of Notes among Gen Z, they are continuing to build features to excite specific audiences. From what we know so far, here’s who Flipside seems to be best for:
Gen Z: With Gen Z's inclination towards platforms like TikTok and Snapchat, Flipside presents an opportunity for Instagram to retain this younger demographic. Given their drive for authenticity, Gen Z users may utilize Flipside as a platform for sharing unfiltered content, fostering genuine connections with their followers. The question will be, do they use it or stick to their previously made Finstas?
Influencers and Public Figures: For influencers and public figures, Flipside serves as a sanctuary from the pressures of maintaining a curated public image. It allows them to showcase a more authentic and relatable side to their audience or create an exclusive space for dedicated followers, enhancing engagement and loyalty.
Brands: Flipside offers brands a new space for cultivating deeper relationships with their audience. Businesses can further humanize their brand and connect with customers on a more personal level. Additionally, Flipside can be utilized for community-building initiatives, such as offering loyal customers exclusive offers, sneak peeks at upcoming campaigns, and early access to sales.
Leveraging Flipside for Your Brand
With Flipside offering many opportunities for engagement and connection, brands and influencers alike can tap into its potential to strengthen their online presence. Here’s how we think Flipside can best support your marketing efforts:
Exclusive Content: Use Flipside to offer exclusive content such as behind-the-scenes footage, product teasers, or special promotions. This exclusivity not only rewards loyal followers but also generates excitement and engagement around your brand. Test coupon codes on your Flipside or launch sales early to that specific audience.
Humanize Your Brand: Let’s face it—we’re all a little weird behind closed doors. Embrace your brand's quirks on Flipside and show your audience the real you—flaws and all. Letting your community in on the sides of you that you don’t showcase anywhere else can help them connect even further with your brand.
Community Building: Building community isn’t just about throwing freebies at your followers. Get creative on Flipside and turn your brand into the ultimate hangout spot – everyone’s invited to the party (your profile), but only the coolest get the password to the speakeasy. Whether it's hosting Q&A sessions, conducting giveaways, or providing early access to new products, Flipside can serve as a hub for nurturing and rewarding your most engaged customers.
Instagram's Flipside represents a shift towards more intimate and personalized sharing experiences on the platform. By understanding its functionality and targeting the right audience, brands and influencers can harness the power of Flipside to strengthen their online presence, foster genuine connections, and drive meaningful engagement with their audience. If you have access to the test feature, we encourage having fun with it while trying it out. Need some advice? We’re here to help you find the best strategy for all feature updates on your favourite platforms.