New “Rick and Morty” Episode Debuts…on Instagram?

rick and morty

Social media has become a popular place for brands to debut their new products, but the Adult Swim show “Rick and Morty” may have taken the cake after debuting its new episode…on Instagram…in the form of 109 15-second videos.

Over the course of two days, the “Rick and Morty” social team painstakingly uploaded 15-second excerpts from the show’s new episodes. Oh, and did I mention that they were uploaded in reverse order? That way, eager viewers can click the feed’s first video to begin the episode and progress from there.

Judging by the dozens of ‘likes’ and handful of comments on each installment, fans have taken the time to watch each 15-second installment. The unconventional animated show plays with the concept of time and dimension travel a lot, so it’s not surprising that it would embrace this unconventional method of sharing content ahead of its release date. And the novelty of the viewing experience is enough to get old fans and new viewers interested in the show and its Instagram account.

Although this tactic is one that, likely, won’t be embraced by many (if any) other brands, the novelty of it — like the Toronto Silent Film Festival’s Chaplin timeline — challenges us to consider and use the now three-and-a-half-year-old network/app in a new way.