Each video in this series features a small, drab closet-sized space that is transformed into something trendy and useful over the course of about 30 seconds. The room spaces were built exactly for this content-producing purpose, allowing the video content to take full advantage of the vertical, full-screen story view. The first video has been broken into 64 bits, each less than one second long, to make it easy for viewers to tap forward and backward to examine certain pieces of the video.
This is not Lowe’s first Instagram content play, and the brand has demonstrated its affinity for the platform before. The brand’s use of Instagram allows them to create content that provides a seamless and smooth engagement process for the consumer.