Instagram Debuts Guides Feature With Initial Focus on Wellness, Mental Health

Creators, public figures, organizations and publishers can curate content on a specific subject

Guides will also be added to Instagram's Explore tab in the coming weeks - Credit by Instagram
Headshot of David Cohen

Instagram introduced a new Guides feature Monday with the aim of enabling its users to easily discover recommendations, tips and other content from creators, public figures, organizations and publishers.

With the coronavirus pandemic in mind, Guides will debut with a focus on wellness and mental health-related content, with topics including ways to handle xenophobia or discrimination as a result of Covid-19, tips on dealing with anxiety or loneliness and coping with grief.

Instagram said partners it is working with in the U.S. include the American Foundation for Suicide Prevention, the Asian-American Justice Committee, Boys and Girls Club of America, the Hispanic Heritage Foundation, the NAACP, the National Eating Disorders Association, Unicef and WE.

Globally, partners include e-Enfance (France), Headspace (Australia), Heads Together (U.K.), Kilcksafe (Germany), The Live Love Laugh Foundation (India), SudahDong (Indonesia) and Vita Alere (Brazil).

The Facebook-owned photo- and video-sharing network is also working with publishers including BuzzFeed, Parents Latina, Refinery29 and Shape.

Instagrammers can go to the profiles of participating organizations and publishers and tap the middle icon to view Guides, which will also be added to the Explore tab in the coming weeks.

Instagram

Guides will contain posts and videos curated by the creator, along with tips and advice.

Instagram

Users who wish to learn more about specific posts can tap the image or video to be taken to the original Instagram post.

Guides can also be shared in users’ Stories or via Instagram Direct messages by tapping the share button in the upper-right corner.

Instagram

Instagram said in a blog post, “We want Instagram to be a place where you can easily find reliable information and inspiration from your favorite accounts. That’s why we are introducing Guides, a way to more easily discover recommendations, tips and other content from your favorite creators, public figures, organizations and publishers on Instagram.”


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.