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Travel Alberta had already developed an active Instagram audience with breathtaking user-generated photography. While the photo stream showed the beauty of Alberta, it left some user questions unanswered, such as: “How do I get there? Is that vantage point easily accessed? Did a real person take that?” Critical Mass and C&B Advertising decided to guide its audience with grid and list views and geotagging to create an immersive and informative story. InstaHikes is a trailhead to peak, step-by-step Instagram story highlighting popular hikes, all shot by popular Instagram users. A hub account on Instagram presents a beautifully simple interface. From there, users select a hike. Switching to a list view, users can scroll through the hikes, starting with logistics such as mileage and then a chronological, immersive experience of the hike. Subtle iconography calls out important stops along the way, including vantage and turning points. Within hours, the InstaHikes account earned thousands of followers, and it became one of Travel Alberta’s most-shared social media projects.

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