Understanding a social media platforms functionality and small nuances from a user experience perspective really allows you to become more creative and innovative when it comes to the content that you create and share.
This is a great example of how the Double Tap functionality on Instagram can be used creatively. It also drives engagement and involvement from the community which is always a key objective for most brands.
Try it out for yourself: ArtBeats
We did similar posts for Land Rover in 2014.