Instagram has become the new ‘Keeping Up With The Kardashians’ and we can’t keep up

On June 30, Adam Mosseri — head of Instagram — posted an IGTV video informing users about the upcoming changes of Instagram. The objective of this video was seemingly to keep us on the loop and form some sort of alliance with us by being open, detailing and thoroughly explaining the changes. Well, that backfired because, yet again, everyone is fired up about this.

In the video, Adam talked about there being 4 main features they want to focus on. Namely, creators (helping them get their work noticed), video, shopping and messaging. Then he literally proceeded to say, “We are no longer a photo-sharing app,”

I’m sorry, what?

Based on the research they have done on what people come to Instagram for, they found that people go there for entertainment. How they then came to the conclusion that that means completely eradicating photo-sharing is beyond me. So, here’s the thing, I feel like this is not going to play out the way they hope it will because for a while now, Instagram has been gradually moving towards imitating other popular platforms such as Snapchat, TikTok and YouTube. That is why so many people have been stepping back and focusing more on the other platforms because Instagram isn’t serving its original purpose anymore.

What’s funny is that he emphasized creators being the main focal point for these changes and they are supposed to benefit them more but with every change that Instagram brings about, creators are affected badly. There is so much unconscious pressure applied on creators on Instagram because it has really become the survival of the fittest. Do you have it in you to post stories, reels, IGTV, carousel post and engage with your followers?

Record a Reel. Use this audio because it’s currently trending, it doesn’t matter if it sucks. Use it! Be creative, you are a ✨creative✨ right? Then create something but like right now because tomorrow we are moving on to the next trend, so you have to stay relevant okay? While you are at it, run to the nearest garage, take some photos, multiple photos so you can post a carousel because Instagram favors carousels over singular post. Make it perfect but rush through it. Those pictures have to be bomb to draw attention. Don’t forget to post on your stories, super important! People want to see your face, your personality, all that.

Oh and by the way, because of how the algorithm is set up, none of this will show up on anyone’s feed but you are doing great honey!

I have never seen so many creators take so many and long breaks from Instagram, understandingly so, it’s not serving them. Instagram has us running around in circles trying to figure out what will work and what won’t and once we are that close to being okay with the changes and making it work for us, they changed it up again.

It’s like that scene from The Notebook when Noah persistently asks Allie what she wants and you can just see how conflicted she is because she genuinely doesn’t know. Yes, that’s Instagram for the last 12 months or so. It lacks originality. Photo-sharing has always been something unique to Instagram and that’s what we are here for but now people don’t even scroll through their feed anymore because they are ‘distracted’ by Stories (originally from Snapchat) and Reels (originally from TikTok).

Instagram has always been the “living your best life” app. It used to be a sanctuary for the dreamers, a space for photographers, a place to “fake it ’til you make it”. That’s what made it fun, that was the entertainment, that’s what made it Instagram, it was also somewhat the elite social media app. How are you going to give up that position to try and fit in?

There is no need for Instagram to be informative or educational nor does it have to be entertaining in the form of funny videos. If it’s funny videos you are looking for, you know to go to TikTok for that. Now, logically, why would you voluntarily go to a knock-off video entertainment app when the original one, which happens to be way funnier too, it there for you to access for free?

What’s not clicking?

They could focus on photo-sharing yet again. Make the in-app editing features more functional and useful. Maybe even have creators create presets for feed posts that people can use on the app. Make re-arranging posts on our pages a thing. Encourage the photo-dumps more which has been such a beautiful reminder of how Instagram use to be — we just used to post whatever and whoever vibes with it, vibes with it.

At this point, I am about to start a support group for all the Instagram creators out there. Gots to see it through my boy.



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Mbalenhle K

Mbalenhle K


I spend too much time on social media then come here to talk about what I have collected