SAN JOSE, California — Scarred by a seemingly endless parade of scandals as well as troubled by an ongoing decline in usage among teens as well as millennials, Facebook’s leadership seems to be trying to recreate its flatlining social network on Instagram, its younger, hipper, money-producing, as well as still relatively scandal-free arm.
Instagram has been growing rapidly, perhaps as people gravitate toward its simpler, selective focus over Facebook’s maximalist share-all-share-everything platform in which mixes in a flurry of life updates, articles, birthday notifications, as well as whatnot. Instagram is usually 1, cohesive stream of photos as well as videos. yet in which’s been changing, as well as given a handful of announcements at the company’s F8 developer conference today, the transformation looks to be picking up speed.
Since its acquisition by Facebook in 2012, Instagram has been steadily porting over Facebook features: video, tagging, albums, advertising, as well as private messaging. With stories, the idea has cloned ephemeral photo as well as video sharing coming from its primary competitor, Snapchat.
Today, the Facebook-ization of Instagram seems inevitable based on modifications announced at F8 today. Instagram head Adam Mosseri introduced “create mode,” a fresh stories format made just for text, quizzes, polls, as well as all of Instagram’s various other features not related to photos or videos. the idea’s essentially a dupe of Facebook’s shade block statuses launched in 2017.
Another fresh Instagram feature: “Donation stickers,” which allow users to raise money for charity through stories. On Facebook, users have been able to fundraise for nonprofits since 2015, as well as have collected over $300 million just through birthday fundraisers alone as of August 2018.
Instagram has also added ways for people to spend more money on the platform. Last month, users could start buying products coming from certain brands directly on the app through shopping tags, which are like Facebook’s “Shop currently” ad modules, except they don’t look like ads. Today, Instagram said select influencers could start adding those shopping tags to their posts. (An Instagram spokesperson clarified in which influencers would certainly not get a cut of any revenue generated coming from those shopping tags.)
One of Facebook’s most active features — groups — isn’t officially on Instagram, yet in which hasn’t stopped its users coming from creating ad hoc, group-esque pages on the social network anyway. the idea seems only a matter of time until groups are added to Instagram as well.
inside the aftermath of a truly scandal-riddled 2018, the idea makes sense in which Facebook would certainly look for shelter as well as opportunity in another of its core brands — particularly one in which’s growing so quickly.
Recall in which Facebook’s user base inside the US has declined by 15 million people since 2017, according to survey data by market research firm Edison Research. as well as people are spending less time on Facebook as well as Messenger — about 10% less time per person between August 2016 as well as October 2018, a Pivotal Research study found (in which said, Facebook’s monthly active users in 2018’s fourth quarter increased by 9% year-over-year to 2.32 billion people, yet in which was mainly fueled by growth Asia as well as Latin America).
Meanwhile, Instagram’s growth is usually exploding. Last June, the app reached 1 billion monthly active users, 0 million more than the year before, which gained 0 million more users than the year before in which. Facebook’s as well as WhatsApp‘s user bases may be much larger (over 2 billion as well as 1.5 billion, respectively), yet Instagram still outperforms them on one key metric — growth. Soon, Instagram will account for the majority of Facebook’s fresh advertising revenue: nearly 70% by 2020, according to KeyBanc Capital Markets estimates. Why not trick the idea out with features similar or identical to the ones in which undergirded Facebook’s growth?
Perhaps most importantly, Instagram has largely escaped the outrage lobbed at its larger sibling over the last year. Sure, the idea’s grappled with misinformation as well, yet the idea doesn’t have anything close to the baggage in which Facebook does.
At least not yet.