Unilever?s Dove, Budweiser and a slew of other brands are celebrating with Instagram users over its recent update, demonstrating the importance of playing into content that consumers are excited about and humanizing marketers. 

The photo-sharing application expanded its ratio capabilities, allowing users to post various sizes of images, rather than limiting content to a square proportion. The app's previous restraint was a source of frustration for numerous users, prompting brand to take the upgrade as a chance to identify with users and leverage consumer interest to secure a positive brand image. 

Originally, Instagram users had to painstakingly attempt to fix their images to coincide with the app?s ratio. Now that it has expanded its capabilities, users are taking to the app to express their excitement, which creates an ideal opportunity for brands to follow suit and incorporate the update into marketing content. 

For instance, Dove shared a horizontal photo showing an individual holding up a piece of paper reading ?this is it,? with the brand?s logo and the text ?if you are looking for a sign to start loving yourself.? This is a model example of a marketer leveraging a topic of interest to consumers, while solidifying its brand image. 

Anheuser?Busch?s Budweiser also took advantage of the Instagram craze with the wide-angle image of its traveling bar, the This Bud is for You Bar, announcing its next location for next month. The high-quality photo shows the bar, along with a stage and large crowd enjoying the location. 

B&G Foods' taco brand, Oretga thanked Instagram for the update claiming it leaves more room for tacos. 

"Tacos are high on the minds of most Internet-savvy consumers, so we were thrilled to see Instagram introduce new dimensions for images today that allows Ortega to give consumers exactly what they want, more tacos," said Jordan Greenberg, vice president of marketing at B&G Foods. "As a brand, w are excited about finding new ways to engage consumers in a playful way that fits our narrative and today's Instagram update presented a perfect opportunity for this."

Sonic Drive-In posted a picture of one of its products, a corn dog, to announce the item's discount pricing for a day. The brand shared an image of the food sideways with a caption reading ?thanks to us, Corn Dogs are only 50¢ today, thanks to Instagram, you can now drool over them longer than ever.? 


Sonic announces its discount corn dog day through Instagram's new update

The fast food marketer is often eager to leverage updates similar to this. For instance, the brand played into the social media discussion surrounding Snapchat's update by leveraging fun facts and personal conversations across several channels in a continuation of the brand's lighthearted personality (see more).  

Instagram users who are excited about the change are now engaging with these brands through the app to proclaim their excitement. Many consumers are discovering the change through the brands? posts, which can produce positive feedback towards marketers from users. 

The popular app is boasting well for many marketers, including publishers and media brands. But while they are increasing their presence on Instagram, many continue to hold off, missing out on a huge opportunity to drive connections with consumers, as publishers on the platform recently increased their engagement rate by 133 percent, according to a report from Sharablee (see more). 

Restaurant chain Ruby Tuesday takes advantage of Instagram and social media trending topics often. For the Instagram update the retailer shared a picture of one of its items, with extra tall cheese as pictures on the app can now be vertical.