On Instagram, 236 randomized episode titles played for a single frame. As they flashed by, a single tap would pause on a single title. The season number below helped fans locate where to find the episode on the service.

Instagram users had three ways to interact with our posts: comment, tap to pause, and double tap to like. We used the pause feature to let fans engage with content and effectively pick an episode to watch; the comments and likes followed.

As the exclusive streaming service for Friends, we chose to limit our branding to a modest end card.

Via organic reach only, the post was our most liked and commented on to-date: with over 12.5k likes, and 2000+ comments.

Instagram doesn’t allow users to share posts [third-party apps are required], making it difficult to track the reach of a re-grammed post. We’ve found the video reposted by hundreds of fans and influencers—some even exceeding our post’s engagement with as many as 20k likes.

Since the post, other brands have utilized the technique, most notably BMW’s Super Bowl post. As of March, Instagram videos no longer pause, but fans have continued to use the picker by screenshoting stills.