Instagram out of focus

We all know Instagram, the app to take photos with your mobile, apply beautiful filters and share them. Instagram makes pretty much any photo look good! Recently Instagram added the possibility to create videos, add beautiful filters and share them.

The question is: does it really matter? Will Instagram users care, follow and start sharing videos enhanced with filters en masse?

The answer depends very much on how Instagram is positioned in the minds of users. When users think “apply filters” but say “just Instagram it” then yes, users could make the leap.

But I have some doubts. First, Instagram is simply the #1 photo sharing site for photos with filters. The core of Instagram is photos + filters, it is not the other way around. This is very hard to change.

Secondly, in the photo and video online business it is not about convergence, it is all about divergence. Flickr has done videos since 2008, but videos are really hard to find on the site. In fact, there is not a single mentioning of “video” on the flickr.com home page. The same goes with professional photo editing tools. Adobe Lightroom and Apple Aperture both provide possibilities to edit videos, but no mentioning of this feature on their main product pages.

While the adoption rate for Instagram with video will be huge and we will see plenty of users trying it out, I do believe that the better route for Instagram in the long run would have been to keep focus and continue to bring only the best possible photos + filters experience under the Instagram brand.

At the same time Instagram could have expanded the business to video by either acquiring an existing company or by starting a new brand with a dedicated focus on video + filters. This would allow the company to innovate in both categories without dependencies. More importantly, in the long run, it might bring in users who are not using Instagram for photos or don’t want to use it.

Good examples are Twitter and Vine (which is owned by Twitter). Both are about snippets of information, Twitter in text, Vine in a 6 second looping video. Both are managed under a separate brand. A case could have probably been made for Vine to be called Twitter Videos, but luckily it got to remain as an own brand and look what happened!

This post appeared in Markkinointi & Mainonta

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