In a move towards fostering more authentic connections and enhancing user privacy, Instagram is currently exploring a potentially groundbreaking new feature known as "Flipside." This innovative addition allows users to create a secret, invite-only secondary account embedded within their existing profile - think finsta. But while Flipside brings with it exciting new possibilities, it's also crucial to examine its potential downsides. What is the potential impact of Flipside for you and your business, and how can you make the most of it?
Launching Flipside and Flipside Key Features
Originally named "Your Space" the Flipside feature promises to simplify the process of sharing your more private content with close friends or your private community, without the need for an entirely separate Instagram account. You’ll know if you have access to Flipside because a small key icon will show up in the bottom right corner of your current feed (as seen in the image below) or just above your follower count when you first log in. Click the key to unlock your secret feed and enjoy the following key features.
• Enhanced Privacy Controls: Flipside empowers users with greater control over their content, allowing them to choose specific friends (or a specific subset of their followers) to give access to their private feed.
• Flipside “Fresh Start” Feature: Something I noticed immediately was the option to remove everyone from your Flipside and start fresh with the click of a button. This provides users with an added level of flexibility in managing who has access to their Flipside.
• Customization: Flipside also allows users to customize their profile picture, name, and bio specifically for their Flipside feed. Personally, I use my Flipside account to share candid, behind-the-scenes content and leave my main feed for a more curated, professional experience, so the added customization feature has been a favorite for me.
Flipside for Business and Brands
But what about your business? Now that we have touched on some of the key features of Flipside, let’s dive a little deeper into what Instagram Flipside can do for your business or brand.
• Behind-the-Scenes Content: Flipside is a great space for your business or brand to share behind-the-scenes content that followers may not have access to on your main feed. This kind of access will help to foster a more personal connection between your brand and your audience.
• Exclusive Offers and Previews: Utilize Flipside to provide exclusive offers, sneak peeks, or behind-the-scenes product previews to a select group of loyal customers, and create a sense of exclusivity.
• Segmented Community Building: Flipside allows you to create a more intimate community within your larger follower base. Especially for accounts with larger, diverse followings, consider creating content that resonates with a specific segment of your audience, and strengthen those connections.
• Influencer Collaborations: Work with influencers to utilize their Flipside for collaborative content, or create an Influencer or brand ambassador Flipside feed specifically to share internal information and content with your team.
Potential Downsides to Flipside
• Fragmented Audience Engagement: As you begin to split your content between your main feed and your Flipside, you may also notice decreased engagement on your main feed as your current audience divides its attention. Followers not granted access to your Flipside may also miss out on content that would be valuable to them, impacting your overall brand reach.
• Privacy Concerns: Despite Instagram's commitment to privacy, the introduction of a separate private space is still raising some concerns. The more private the information being shared on your Flipside, the more vigilant you will need to be about who has access - especially considering the potential for unintended audience overlap.
• Content Moderation Challenges: I’m sure you knew this one was coming, but introducing Flipside also means navigating the challenge of creating and moderating the content being shared on yet another platform.
Note: Instagram has been clear that adhering to Instagram's community guidelines remains crucial when posting on Flipside, even though the space is more private.
While the Flipside feature holds great potential for cultivating deeper connections within communities, it's crucial for users and businesses alike to weigh the advantages against potential downsides. As Instagram continues testing and refining Flipside, the platform's landscape may see a transformative shift in user engagement. So, what are your thoughts? Is Instagram's Flipside the future of more intimate online connections, or is it poised for a different trajectory? Future or Flop? Only time will tell.