Influencers Are Using Unfold To Take Their Instagram Stories To The Next Level



Designed specifically for Instagram Story by providing templates, this million-dollar app now claims 100,000 downloads a day.


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You might not have heard of the app Unfold, but you almost for sure know some of the influencers using it — Selena Gomez, Camila Cabello, Olivia Culpo, just to name a few.

This app has one single function — providing free, easy to use templates designed for Instagram Stories.

As easy as it might seem, since its launch in March 2017, the app has made a great profit in a short span of time. According to co-founder Andy McCune, Unfold has made more than $1 million in revenue, and gets 100,000 downloads a day.

Image via Unfold

Since Instagram released its Story feature in 2016, it has become a battlefield for influencers and brands to communicate to their subscribers. Now, how to make the most out of a series of vertical videos with each lasting a few seconds has become increasingly important for content marketing.

This is where Unfold comes in. This app is free for download and comes with it free templates that are easy to use and elegant in design. All users need to do is choose a template, drag in photos or videos from their albums, and add text if they want. Finished designs can be exported and uploaded to Instagram. Apart from a few templates that are free, others cost about $1 to $2 each.

Unfold started out as a consumer only app but is now including brands and agencies as its clients, among them are Topshop, Four Seasons, and Equinox. For Equinox, for example, Unfold has customized 13 templates that the team can access and use, and so far their user experience is satisfying. Equinox’s Chief Marketing Officer Vimla Black Gupta told Fast Company that since using Unfold’s templates, the company has seen exponential growth when it comes to Instagram Stories engagement.

The app’s success has been recognized by Instagram itself. Just in August this year, Instagram reached out to Unfold hoping to collaborate and is also now featuring the company as a recommended app, according to McCune.

However, will Unfold be able to sustain its rapid growth? With many other popular design apps like Canva and Adobe Spark Post, Unfold has been able to stand out for providing a limited amount of template selection that is all well-designed. But, with the rise of many more template apps to come, how loyal will users be if this is the only reason they started using it? Also, it’s another app whose value replies totally on a single platform — Instagram. If Instagram one day decided to launch designed templates for users that are readily available on its own platform, Unfold will likely become much less competitive in the field.

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