“Layout” App From Instagram Makes It Easier For Brands To Build Photo Collages

Chukcha / Shutterstock.com

Instagram released a new app today, Layout, that should prove to be a powerful creative tool for brands.

Layout is similar to Hyperlapse, the timelapse app that Instagram released last August, although it’s likely to get a lot more use. Collages are a hugely popular form of Instagram content — one in five monthly active users use a collage app at least once a month, TechCrunch reported.

Now people — and businesses — will be able to use an app within the Instagram stable, creating collages from their phone’s camera roll. When a user opens Layout — available today only on iOS, with a Android version said to be in the works — he or she sees previews of custom layouts using photos from the camera roll. Photos can be dragged and dropped to rearrange and pinched and puled to adjust size and the layout. Posting to Instagram is quick and easy.

For brands, many of which generate their highest social media engagement on Instagram, Layout should be sparking many ideas. This month Instagram announced a carousel ad product to give businesses the ability to serve multiple images in sponsored posts, but the product is being offered to a limited number of advertisers. Layout provides an option that is similar and organic.

Brands didn’t waste any time getting involved.

The Victoria’s Secret account went with the obvious and added a trump card — puppies:

Models + puppies = way too much cuteness!! #NationalPuppyDay

A photo posted by Victoria’s Secret (@victoriassecret) on Mar 23, 2015 at 11:33am PDT

Sephora created a step-by-step guide for applying lipstick:

Did you know that you can also contour your LIPS? Here is a step by step guide for you on how I do my lips to create a naturally fuller look. I used Lancôme Le Lipstick to line, and Fresh Sugar Rose tinted lip treatment on top to blend and smoothen. Another tip: Start with a dab of concealer and powder on the lips to make the edges look cleaner and your lipstick last longer. xo ~ @DressYourFace #SephoraTakeover #ContouringMagic

A photo posted by Sephora (@sephora) on Mar 23, 2015 at 1:29pm PDT

And Shutterfly showed off a Layout enhanced version of its product:

We were always a fan of the photo book #layout.

A photo posted by @shutterfly on Mar 23, 2015 at 4:06pm PDT

For more information about the new app, read the Instagram blog post and the Layout help page.

About The Author

Martin Beck

Martin Beck is Third Door Media’s Social Media Reporter, covering the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

(Some images used under license from Shutterstock.com.)