Now Your Mom Can Zoom-In on Instagram

Despite the countless times you've told your mom she can't zoom in on Instagram, she never fails to try--ultimately leading to disappointment and a screenshot so she can view the picture at maximum pixel distortion. Recently, Instagram released an update allowing users to pinch the screen to zoom-in, and moms could not be happier. Like moms, some brands are taking full advantage of this "new" feature.  Well, new for Instagram; not new to the rest of the social mediasphere. So, why did Facebook owned Instagram just decide to allow users to have a closer look? 

Starting today, you can pinch to zoom on photos and videos in feed, on profiles and on Explore. Dive into an adorable puppy’s smile or into every detail of your friend’s new shirt. Over the past six months, you’ve seen many exciting changes come to Instagram, from a new icon to longer videos and even a new way to share everyday moments with Instagram Stories. And as things change, we’re still focused on improving the core parts of Instagram. Zoom is available today for Instagram on iOS. Zoom will be available on Android in the coming weeks.

A video posted by Instagram (@instagram) on Aug 31, 2016 at 8:00am PDT

I have two predictions: One, I suspect the latest Zoom feature is a result of the outrage induced by teenagers who have taken to social media to complain about their moms who inevitably want to zoom-in on Instagram pictures. And two, as smartphones step up their pixel game and more and more people add photography to their LinkedIn skill set, Instagram is feeling the pressure to revamp their platform. For the everyday user, the new Zoom feature will enhance the overall experience while using the app. For brands, it's a new way to interact and engage consumers with their social media content. From digital scavenger hunts (think Where's Waldo) to incorporating small writing into their images, brands are learning how to take this "new" feature and use it to their advantage. See how these brands are zooming in: 

Are you #MargaReady? Our new flavor is just a pinch away. Zoom in and find out what it is.

A photo posted by Lime-A-Rita (@lime_a_rita) on Aug 31, 2016 at 2:16pm PDT

Can you spot the #TurboTax check ball? We're celebrating Instagram #zoom & the end of summer with an outdoor #picnic. Zoom to find the check ball and the first to answer correctly will win a prize! □□□ #summer #giveaway

A photo posted by TurboTax (@turbotax) on Sep 1, 2016 at 11:01am PDT

A cheesecake so nice, we put it here twice! Zoom in and find which cheesecake appears twice in our picture. Can you name it? □

A photo posted by The Cheesecake Factory (@cheesecakefactory) on Aug 31, 2016 at 3:45pm PDT

What do cows say when they play hide-and-seek? Hint: pinch and zoom to find out.

A photo posted by noosa yoghurt (@noosayoghurt) on Aug 31, 2016 at 2:36pm PDT

While Instagram is a bit late to the zoom game (*cough* and the "stories" game *cough*), it's embracing these changes and revamping its image to tell a person's or a brand's entire story rather than various distinct moments. How might Zoom reflect their new image? What are some other ways brands can use Zoom to interact and engage? Share your thoughts below in the comment section!