It may not be long until brands start asking consumers to slide into their group DMs.

Another day, another Instagram feature for your social media strategist to master.

TechCrunch reports that a new “Chat” sticker is debuting on Instagram Stories today that allows a viewer to hop into a direct message (DM) conversation tied to the post. Requests to join the DM group must be approved by the poster. 

Instagram’s announcement video highlights examples of ways friends can better connect, from joining a dance crew to attending Max the Cat’s second birthday party. For franchise brands, Stories offer a major opportunity to fold into consumers’ day-to-day lives more authentically. It will be interesting to see how brands invite consumers to “slide into the DMs” with this new feature.

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