Instagram already announced their game-changing video updates featuring longer video lengths. But that’s not it- just in time for Coachella, the Instagram explore tab features video channels allowing for “a seamless viewing experience,” according to their blog. Earlier in 2016, Instagram experimented with this brand new feature by focusing on the Grammys, Oscars, and the Golden Globes. IG users got to experience the ceremony’s in a short and simple way.

Coachella got lucky when Instagram featured them all during the three day-long festival and again for the second weekend. Users were able to experience the festival in a cool new way, even if they weren’t able to attend. 

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Connecting with affiliates or other brands via Instagram can be beneficial for everyone involved. The followers will be introduced to the brand, and the followers will learn about theirs, building a bigger and stronger community for both. Collaborating with other brands helps the festival gain followers, simple as that. Coachella is a prime example of this. The festival has some huge sponsors and are proudly incorporating them into their posts. With the festival being such a huge event, these sponsors are lucky to be a part of it just like H&M. Not only are they going to get an increase in Instagram traffic to their accounts, but they’ll get more followers too. It is also a way for the festival, to benefit from the huge targets that H&M has, especially on european milleniums. An here in the campaign on the left we can clearly see who'e the target.