What International Marketers Should Know About Instagram Lite

Instagram is a top rated app with over 1 billion monthly active users. Within the app, individual users, influencers, brands and companies alike share high-quality photo and video content, interact in comments and exchange direct messages.

However, since it is a visually centered platform, some people around the world have problems using the app because they don’t have the same access to cellular data and internet connection that are required to load many of the app’s features.

Since Instagram wants its platform to be accessible to everyone, they came up with a solution: Instagram Lite. Read on to find out what it is, what features it has, and how it can affect global social media marketing.

What is Instagram Lite?

Instagram Lite is an Android app that is significantly smaller (2MB vs. 30-80MB +) than the original Instagram app, so users with different cellular and internet connections can still benefit from their offer without the need for a delayed app or a difference arises in user experience.

The aim was to create a more accessible app for emerging markets. Tzach Hadar, Director of Product Management at Facebook Tel Aviv, says, “Our teams are developing these lightweight versions of our apps for people with low connectivity or limited data plans because our basic premise is not to leave anyone behind.” So Instagram Lite still includes many of the Appreciated features of the original app:

• Photo and video sharing
• Stories, stickers and gifs
• Discover page and recommendation algorithms
• Messaging / DMs (supported groups)
• “Roles” and “Roles” tab
• Dark mode

Because the devices are less stressed, features that require significant data or connection requirements have been omitted, such as:

• Animations when switching between stories
• Story filters and AR filters
• Swipe tap controls
• Go live
• “Shopping” and “Product” tabs

The app is able to save that much space on devices by expiring the code stored in the cloud instead of on the phone. Kelly Hendrickson, HubSpot’s Social Media Marketing Manager, says, “What I found most exciting about Instagram Lite is that it makes the platform more accessible. It takes up less storage space on a phone as well as less data, which makes it easier to run. This is crucial in emerging markets. “

Where is Instagram Lite available?

Instagram Lite is currently available in 170 countries with India being the largest access country. The worldwide publication should take place shortly.

How is the Instagram Lite-UX?

The main difference between Instagram Lite UX is the quality of the content in the app and the lack of graphics and animation needed to load data. While images aren’t grainy or pixelated, they may not be in HD to ensure that users can load content without any delays. A prime example is that when navigating between two different stories, the animation that is in the original app is missing.

Other than that, the Instagram Lite UX isn’t that different from the original Instagram app. For example, users have the same profile tab (as shown in the image below) with their profile photo, number of followers and followers, an image feed, and a reels tab for those who create them.

Image source

The home tab that shows your Instagram feed is also the same, with the story carousel at the top of the screen, the heart icon showing likes and interactions, and the messaging arrow button.

Image source

If you want to share a post on Instagram Lite, the Post button is in the navigation footer instead of above the Stories carousel.

Will Instagram Lite Impact Global Social Media Marketing?

When Instagram Lite becomes available globally, marketers will have to ditch typical Instagram marketing strategies. Since it doesn’t currently support ads, marketers need to focus on engaging and building an audience rather than using buyable tools to drive sales. Hendrickson says, “Part of pulling out features, however, is removing advertisements. This reminds us of the importance of Instagram to brand awareness. When someone can no longer shop through the platform, you have the opportunity to influence their decisions by becoming a valuable account to follow. “

In addition, marketers need to pay attention to the quality of the photos and videos uploaded as the app saves space and requires minimal data consumption. Instead, your Instagram Lite strategy can focus on high quality text and influencer partnerships in new countries to grab audience attention, increase engagement, and convert users into paying customers via links to website landing pages.

Marketers also need to create content that is understood by people in different markets and relevant to their interests.

Before Instagram Lite becomes available in your country, take the time to research emerging markets that already have access to the app, learn more about their interests and vulnerabilities, and develop a strategy to help you show them the value that you can offer.

Then, when the app is available, you can use the information you have learned to start posting to the app.