• by Gavin O'Malley  @mp_gavin, May 19, 2020

From publishers to public figures, Instagram is adding a new way for content creators to connect with followers on its platform.

With a new Guides feature, creators can direct people to particular posts and videos, along with tips and any type of advice.

In a tweet, Instagram chief Adam Mosseri said Guides was originally conceived with travel in mind. So, for example, someone traveling to Rome could rely on an Instagram guide to give them a virtual tour of what the city has to offer.   

Yet, in light of the pandemic, Mosseri said that Guides will initially focus on the wellness category.

“We know people are struggling due to COVID-19, so the first Guides focus on wellness content from respected organizations and creators,” Mosseri tweeted.

At launch, Mosseri said Guides will not include any advertising. However, the potential is plain to see.

If users wish to learn more about a guide’s specific post, they can tap on the image or video to view the original Instagram post. Users will also be encouraged to share guides to their stories, or in Direct by tapping on the share button in the upper right corner.

For Facebook, the launch of Guides seems to be part of a broader effort to steer users to more desirable content.

At a time when Facebook’s apps are awash in negative content, Guides appears to be part of a broader effort to give users more desirable fare.

To that end, the company just agreed to buy GIF platform GIPHY for a reported $400 million.

Per the deal, GIPHY will be folded into Facebook’s Instagram unit, while its massive library of animated images will be made available to the company's broader network of apps.