For many brands, adapting to a visual social medium like Instagram has been simple: use it to evoke brand character, voice and purpose, all through the use of captivating imagery. But what about brands that are less easily definable by aesthetics alone? Fortunately for these brands, Instagram is dimensionalizing beyond photo aesthetics. The platform is continuing to expand its experience, evolving from its focus on photographic purity towards using imagery, photographic or otherwise, as utility— narrative, gaming, information, tools and retail.