Social Media Means
Social Media Means
Photo: cottonbro studio
Its decline is about not just a loss of relevance, but a capitulation to a new era of “performance” media, in which we create online primarily to reach people we don't know instead of the people we do. That has broader implications for Instagram's most significant by-product: influencers.
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Read More »Earlier this fall, while riding the subway, I overheard two friends doing some reconnaissance ahead of a party. They were young and cool—intimidatingly so, dressed in the requisite New York all black, with a dash of Y2K revival—and trying to figure out how to find a mutual acquaintance online.
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Read More »“It’s not just that I suck at making videos,” Teigen wrote on Twitter in a back-and-forth with Instagram head, Adam Mosseri. “It’s that I don’t see my actual friend’s posts and they don’t see mine.” Instagram ultimately walked back some of its more controversial changes—those screen takeovers, for one—but the remaining features that were meant to bolster the platform’s growth may not be paying off. Internal documents obtained by The Wall Street Journal show that Instagram users spend 17.6 million hours a day watching Reels, Instagram’s TikTok knockoff, compared with the 197.8 million hours people spend watching TikTok every day. The documents also revealed that Reels engagement has declined by 13.6 percent in recent months, with most users generating “no engagement whatsoever.” When reached for comment, a spokesperson for Instagram said this report referred to a “a moment-in-time snapshot blown out of proportion.” They pointed to Meta’s recent earnings call, where CEO Mark Zuckerberg shared that Reels plays have seen 50 percent growth in the past six months. Instagram may not be on its deathbed, but its transformation from cool to cringe is a sea change in the social-media universe. The platform was perhaps the most significant among an old generation of popular apps that embodied the original purpose of social media: to connect online with friends and family. Its decline is about not just a loss of relevance, but a capitulation to a new era of “performance” media, in which we create online primarily to reach people we don’t know instead of the people we do. That has broader implications for Instagram’s most significant by-product: influencers. People have found ways to get paid for their content online since long before Instagram existed. But the app certainly led to an aesthetic shift, toward pink background walls and flat-lay photography, and facilitated the rise of the modern content creator. Lavish brand deals, in which an influencer promotes a brand’s product to their audience for a fee, have been known to pay anywhere from $100 to $10,000 per post, depending on the size of the creator’s following and their engagement. Now Tilghman, who became an Instagram influencer in 2015 and at one point had close to 400,000 followers, says she’s seen her rate go down by 80 percent over the past five years. The market’s just oversaturated. In lieu of Instagram, Tilghman turned to Substack, where she writes the paid publication Pet Hair on Everything. She still posts on Instagram, but now mostly as a way to redirect her 246,000 followers to her writing. The author Jessica DeFino, who joined Instagram in 2018 on the advice of publishing agents, similarly began stepping back from the platform in 2020, feeling overwhelmed by the constant feedback of her following. She has now set up auto-replies to her Instagram DMs: If one of her 59,000 followers sends her a message, they’re met with an invitation to instead reach out to DeFino via email.
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Read More »Of course, these are bad times for many social-media platforms. Facebook and Snap are struggling, too, to say nothing of Twitter. “At least historically, all social media platforms eventually become irrelevant and obsolete, but I’m optimistic that it won’t always be the case,” Lewis said. “I don’t know that Instagram has what it takes … to maintain relevancy as long as, like, email, but I do think a social media platform could pull this off.” Transformation is natural for social platforms (just look at Tumblr). Instagram’s fading fortunes might mean not the end of the app, but rather a reappraisal of our relationship to it. LaTonya Yvette, a lifestyle blogger who has been on Instagram for close to 12 years, says these changes have always been part of the deal, and that Instagram’s benefits to her career over the years far outnumber the frustrations. “I’ve always looked at [Instagram] as an extension of my storytelling,” she told me over email. “Because ultimately it should be … a tool in someone’s artistic, social, political and/or business toolbox, not the only avenue.” DeFino’s social-media audience is how she was found by an editor. She predicts that she’ll return to her Instagram platform to promote her upcoming book this spring. But would she get back on Instagram as a regular user? Only if she “created a private, personal account — somewhere I could limit my interactions to just family and friends,” she says. “Like what Instagram was in the beginning, I guess.” That is if, by then, Instagram’s algorithm-driven, recommendation-fueled, shopping-heavy interface would even let her. Ick.
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