# Interactive Social Photos These Creative Ads Have Viewers Tap to Like a Photo and Add a Heart By Laura McQuarrie | Published 2015-10-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/tap-to-like References: [coloribus](http://www.coloribus.com/adsarchive/prints/miami-ad-schoolespm--double-tap-ads-20711855/) & [instagram](https://instagram.com/doubletapads) These creative ads created by the Miami AdSchool/ESPM and F/Nazca Saatchi & Saatchi feature a missing component that can be added using the tap-to-like feature on [Instagram](https://www.trendhunter.com/trends/likelike). The series of 'Double Tap Ads' feature familiar depictions of objects like necklaces, playing cards and NYC logos, which are rendered incomplete without the addition of a heart shape. Once a user on Instagram double taps a photo, a heart briefly appears to complete the image. Through curiosity, this is a clever way to drive interaction on Instagram. A campaign that uses a similar tactic in a more literal way is 'Like for Life' from the Red Cross, which demonstrates the life-saving benefits of being able to perform CPR. This goes to show that this kind of campaign can be adapted to suit a number of brands. ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 75% | Activity: 60% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Tap-to-like Campaigns:** Opportunity for brands to create interactive ads that require users to tap to like and complete an image. - **Interactive Advertising:** Growing trend of engaging users in the advertising process through interactive features like tap-to-like. - **Curiosity-driven Interactions:** Increasing interest in driving user interaction by leveraging curiosity-inducing elements in campaigns. ### Who This Affects Most - **Advertising:** Opportunity for the advertising industry to explore innovative ways of engaging audiences through interactive campaigns. - **Social Media:** Potential for social media platforms to further enhance user engagement by incorporating interactive elements like tap-to-like. - **Nonprofit:** Possibility for nonprofit organizations to utilize interactive advertising to convey important messages and drive social impact. ## Related on Trend Hunter - [Swipable Curated Ad Inspiration](https://www.trendhunter.com/trends/swipify.md) - [Handmade Dating App Ads](https://www.trendhunter.com/trends/get-paired-with-paird.md) - [Playful Gen-Z Dating Campaigns](https://www.trendhunter.com/trends/crush-feelings.md) - [Charitable Live-Marketing Campaigns](https://www.trendhunter.com/trends/living-billboards.md) - [Analog-Themed Camera Campaigns](https://www.trendhunter.com/trends/analog-life.md) - [Interactive Game Advertisements](https://www.trendhunter.com/trends/samsung-ads-gamebreaks.md) - [Virtual Appliance Showrooms](https://www.trendhunter.com/trends/appliance-showroom.md) - [Athletic Apparel Interactive Billboards](https://www.trendhunter.com/trends/shoplift-campaign.md) - [Digital Debit Card Campaigns](https://www.trendhunter.com/trends/The-Lost-Wallet-Board.md)