Can Instagram Ever Be Authentic Again?
When Instagram first appeared in app stores, it was a small social network designed for photography enthusiasts. With the help of a mobile phone and recognizable filters, users could create stunning shots.
Fast forward almost 12 years, and Instagram has evolved into much more than that. Describing the app as "much more than a social network" can carry a dual meaning. This time, we won't delve into Instagram as part of our daily lives but focus on its recent efforts to integrate the best features from competitors.
It all began with Snapchat stories and the famous filters, which Instagram adopted as a content format during their peak popularity. Instagram Reels, now available to users, is the platform's response to the mega-popularity of TikTok.
Another social network that Instagram is keen on impressing is BeReal, which gained significant traction only in mid-2022, despite being around for two years. This isn't surprising, considering that younger generations prefer honesty and formats that are temporary, disappearing after 24 hours, making interactions more dynamic and enjoyable.
BeReal celebrates authenticity and truthfulness in everyday moments, no matter how mundane or seemingly boring. Users receive a random notification each day, prompting them to "be real." Within two minutes and using both front and rear cameras simultaneously, users record their current activity, embracing the unfiltered and authentic side of life. This stands in stark contrast to the staged nature often found on Instagram.
"The emergence of such social networks reflects the decentralization of Instagram's features," says Nikola Jagodić, a digital marketing specialist at Smartpoint agency. He further notes, "This presents a great opportunity for startups focusing on micro-niches, targeting narrow audience segments or specific app features."
Instagram's first attempt to capitalize on the popularity of this format is the introduction of the Dual option, allowing users to record their stories using both cameras simultaneously, without filters. Although Instagram Dual debuted around the same time as BeReal gained traction, Instagram emphasized that they had been testing this feature for years and that the timing was coincidental.
Now, Instagram is experimenting with a new feature called IG Candid Challenges, supposedly inspired by BeReal but essentially a complete copy of it. Does the concept of writing down what you're doing at different times each day sound familiar? That's what we thought.
The IG Candid Challenges feature is currently in the internal testing phase, and a decision hasn't been made regarding its public release or if it will even be launched. However, if BeReal continues to grow in popularity, Instagram will undoubtedly want to claim its share of the market.
"Instagram often mimics new social networks by integrating similar features into its platform to retain users and prevent them from migrating to other platforms. This strategy consolidates all functions within Instagram, and similarly, Facebook, Instagram's parent company, incorporates these features into its app. Consequently, Facebook and Instagram become competitors without the average user discerning the distinction between them," explains Jagodić. He emphasizes that the emergence of new social networks empowers users to choose the content format they prefer and constantly seek novelty, which is inherently human.
Given the market size, evolving competition, and digital trends, it's understandable that Instagram adapts its content creation formats to stay relevant, even if it irks some users on a personal level. However, the crucial question remains: is there still room for authenticity on Instagram?
Despite glimpses of reality influenced by TikTok, Instagram's dominant content remains perfectly curated, polished, and often contrived - aligning with Instagram's aesthetic preferences. Yet, how many users overlook this curated Instagram look? Whether we admit it or not, many of us strive to portray our lifestyle as nearly perfect, even if it requires some pretense.
BeReal stands apart from this by showcasing blurry photos, awkward frames, and humorous selfies on its discovery feed. Users seem unconcerned about the final appearance or others' opinions, focusing on enjoying the moment.
Currently, BeReal encourages users to share their thoughts and activities spontaneously, akin to early Facebook days, without aspiring to amass a follower base for future influencer status. This signifies a more traditional, genuinely social approach for BeReal, but its sustainability remains uncertain given the tendency for alternatives to become mainstream.
BeReal's popularity likely stems from our fatigue with contrived content. While it may not bring total authenticity, it reminds us of a different era when we viewed social media differently. Perhaps a return to those values is something we might consider.
As for Instagram, Nikola Jagodić of Smartpoint agency anticipates that Meta, Instagram's parent company, will confront the consequences of absorbing features from other apps eventually, leading to content saturation.
Can we envision this scenario? Perhaps not immediately, but it's an eventuality we cannot dismiss.
For Marketing mreža website text written by: Ivana Tomić, Smartpoint Adria Brand Specialist
Photo: Unsplash