Instagram – no longer just a ‘photo sharing’ app

Since launching October 2010, Instagram has seen itself change and adapt to its users and competitors in the field of photo sharing and social media in general. Starting from its humble beginnings as a way for friends to share their adventures through pictures, Instagram has gone from a photo publishing service to keeping up with the likes of its competitors such as Tik Tok and YouTube. 

Head of Instagram, Adam Mosseri, took to Twitter with an uploaded video declaring that Instagram is ‘no longer a photo-sharing app’ and is now ‘leaning into’ video and entertainment. 

“We’re no longer a photo-sharing app, or a square photo-sharing app.” Continues Mosseri, as he then goes on to explain the number one reason people say they use Instagram in research is to be entertained. Instead of sticking to its roots, Instagram has embraced this change to ‘learn’ and ‘adapt’ so it can compete with its competitors. Whilst many were thrilled at this announcement, others were not too enthused in this shift of direction. Video has seen itself drive an immense amount of growth compared to regular photo sharing on multiple platforms. Research shows that people are looking to Instagram to be ‘entertained’ as opposed to just seeing what their friends may be up to.

But this isn’t the first time Instagram has gone through changes to compete with other social platforms. Back in August 2016, Instagram announced their new feature ‘Instagram stories’ which was a piggyback off Snapchats success of its feature by the same name ‘Snapchat stories’ – the ability for all your friends to see your post for a limited time of 24hrs. Skip forward to 2021, and Instagram has introduced ‘Reels’, its version of Tik Tok. 

So, what does this change mean for businesses? For many, including professional photographers, Instagram is essential for marketing. Marketing has primarily been focused on producing organic and eye-catching imagery paired with clever captions. Although as the platform ‘leans into’ new areas like video, it won’t lose its photo sharing nature…however many users and businesses have seen their organic reach decrease as they try to compete with other businesses who are utilising the video creating content to get their brand noticed. 

Here at Myadd, our team are up to date with the latest algorithm and platform changes. Our skills allow us to help our clients utilise this exciting change in the marketing industry to get their business seen by potential clients through organic and paid social strategies.