The Instagram account dedicated to the sub-category gives a link to the designer’s bio in the information box. While this displays great respect for the designers, it doesn’t help the user, who at this point might want to go to the product’s description page on the Ikea website.
There is a lesson to be learnt from Ikea here. The Ikea Instagram ‘website’ is not an innovation. It is also not an outstanding example of increasing engagement or brand storytelling. It’s merely an idea. But what makes it a winner is its attempt to use Instagram in the form it exists to create a completely new concept for free.