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In 2012, $1 billion seemed like a terrible amount of money to pay for Instagram, given that photo-sharing network just 30 million users .
But, Facebook was weak on mobile in the days leading up to its IPO, and buying Instagram allowed for immediate traction in that area.
Mark Zuckerberg has been praised for his commitment to keeping Instagram independent, not just Frankensteing the technology into the parent Facebook app. Now, six years later, his quotes are even more interesting:
“For years, we've focused on building the best experience for sharing photos with your friends and family. Now, we'll be able to work even more closely with the Instagram team to deliver the best experiences for sharing great mobile photos with people based on your interests.
We believe these are distinct experiences that complement each other. But to do this well, we need to pay attention to maintaining and building on the strengths and features of Instagram rather than just trying to integrate everything into Facebook.
That's why we're committed to building and growing Instagram independently. Millions of people around the world love the Instagram app and the brand associated with it, and our goal is to help spread the app and brand to even more people. ”
Not only have they kept Instagram independent, but we are entering a whole new era in the Facebook/Instagram relationship: an era where children are best with their parents.
The future of Instagram is brighter than the future of Facebook
Earlier this year, I reported on Groundbreaking new data from Edison Research shows Facebook usage has fallen for the first time . The same survey found that while Facebook declined, Instagram thrived. In fact, I predict it by 2020, Instagram will overtake Facebook in total US usage .
Prediction: Instagram overtakes Facebook in US usage by 2020. Here's why: Click to Tweet
You may have some theories of your own, but here are nine reasons I believe Instagram has grown, and Facebook is down.
1. Instagram is more mobile-friendly
Given it's been a mobile-only platform for many years and a narrower range of content types, it's no surprise that Instagram is a better mobile experience than Facebook. Facebook has come a long way in this area, but Instagram is made for phones.
And with 80 percent of social content is used in a mobile environment that structural advantage is substantial.
2. Instagram has better story integration
Again, this shouldn't come as a shock, as Instagram is where Zuckerberg and friends first incorporated the "story" functionality that was originally stolen from inspired by Snapchat. Facebook now has stories of its own, but the interface between Facebook News Feed and Facebook Stories is murky and flimsy, at this point.
Instagram Stories are also much more popular than Snapchat's version .
3. Instagram is trending among young Americans
The Infinite Dial Research from Edison found that among Americans aged 12 to 34, Facebook use dropped sharply between 2017 and 2018, with Instagram and Snapchat usage increasing.
Since the data was released, Snapchat has had its own problems with growth and user loyalty, fueled by a constantly changing interface and a $1.3 billion drop in valuation. linked to a tweet from Kylie Jenner .
Therefore, I believe that Instagram will continue to win you over the mass social network users, which is of course the future core of any social network.
4. Instagram is more commercial-friendly
Facebook direct commerce has been tested many times with only modest success.
But commerce on Instagram is so closely associated with experience, that it feels like a very natural extension of the platform. Personally, I have bought a lot of stuff on Instagram and the complexity of the targeting algorithm is strong.
And the experience will get even better, for users and advertisers. Just this week, Instagram announced that they are Implement in-app billing , which means you can buy photos directly without having to leave Instagram to access the site. This will turn Instagram into a commercial powerhouse for products.
5. Instagram is a better place for brands
From a marketing standpoint, the constant changes to Facebook's display algorithm for News Feed make it increasingly difficult (some say futile) to try to achieve organic reach for company posts. For comparison, even though Instagram makes changes, they are certainly less draconian and brand/user coexistence on Instagram is much better overall.
There are many brands with authentic content a joy to meet on Instagram. Not sure that often happens with branded Facebook posts.
6. Instagram has better discoverability
Because there's been a lot of emphasis on hashtags from the start and their widespread use of five to 20 in posts, it's easier to discover what you like on Instagram. Because of the ability to find content on the platform, publishers flooded the hashtag system and fooled the system. As a result, the Explore tab on Instagram has dropped in quality recently. Mark Zuckerberg announced that a new Discovery is rolling out, with better management .
7. Instagram is a more active place
I'm not suggesting that there aren't trolls and sarcasm on Instagram — yes. But compared to Facebook, where even the most trivial posts seem to focus on some sort of politics, us versus them the food wars, the speech (as it used to be) on Instagram feels find — at least for me — more positive and uplifting.
I'm not alone. An antiscientific poll I put out on Facebook found that 87 percent of my friends (219 took the survey) believe Instagram is the more active social network.
Of course, positivity alone isn't enough for Instagram to overtake Facebook in terms of usage. But social media is supposed to be interesting. It was supposed to be an escape. In most cases, that's not where you confront the devil or your accusers. You yourself are a matter of academic research right now, but at least you don't have a lot of people yelling at you in the comments.
number 8. Instagram has a built-in messaging feature
Facebook Messenger is an unqualified hit. Adoption rates are skyrocketing, and Messenger is probably the best real estate for branded interactions right now, powered by bots and chat (including from Convince & Convert partners like Internal communication system and ICUC ).
But Instagram chat/message can do at least some of what Facebook Messenger can, and that gap is closing, because Video chat coming soon on Instagram .
If given the option, you could keep your messaging and social media functionality in one app instead of two, wouldn't you? I know I will.
9. Instagram is open to developers
As Facebook grows more cautious about its developer ecosystem and data usage due to the Cambridge Analytica scandal and similar breaches, it's also embracing MORE developer engagement with Instagram.
This duality is fascinating and shows that Facebook continues to be quite serious about keeping Instagram as a completely free community.
Recently, the company announced that users will can use third-party camera effects and stickers .
And, to appreciate Instagram's current and future role as users' preferred social network, they will allow users to share stories to Instagram from other apps, such as Spotify, GoPro, and others. This is also exciting, as it establishes Instagram stories as a very flexible, de facto repository of a user's real-time experiences, even if those experiences were initially recorded inside outside of the Instagram app.
Facebook is still a giant and is the only social network with access to popularity. However, in my estimation, Instagram is becoming a BETTER social network. If that continues, it's entirely possible that Instagram becomes more popular than Facebook by 2020, at least among users in the United States.
What do you think? Bells in via Linkedin (which is ironic, I realize).
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