Last week marked social media giant Instagram’s tenth birthday. Ten years have passed since the site’s launch on October 6th 2010, when 25,000 signed up within the first 24 hours. A lot has changed since then. In 2012 the app was bought by Facebook for $1 billion, advertising opportunities followed shortly after in 2013; in 2016 Instagram Stories were launched, co-opted from their Snapchat counterpart; and short-form video reels were introduced earlier this year.
In 2020, with the nation under various states of COVID restrictions and the world experiencing a dystopian-esque reality, digital communications took centre stage. Undoubtedly, lockdown saw an increased reliance on social media. the7stars post-Lockdown August QT found that 65% of 18-24-year olds agreed online platforms and communities allow them to feel connected to more people.
Instagram – the home of holiday photos and picture-perfect brunches – transformed. With the nation confined indoors, social media held a new power for connection, entertainment, information and socialising. It was home to fundraising initiatives for the NHS, crazes to keep the nation occupied and a multitude of live-streams by performers. In June, 28 million people posted black squares on their feed for #BlackoutTuesday in support of the Black Lives Matter movement. Nonetheless, only time will tell how enduring these Instagram transformations prove to be.
It’s difficult to predict where Instagram will be in the next decade. 2020 has seen trends that may shape the future of the app, such as the introduction of reels, the use of the donation sicker, and the trial of hidden likes. The in-app shopping experience is also likely to be developed further; with over half of Brits now shopping online, driven mainly by 18-34s, which has remained strong since the relaxing of lockdown. It seems that this is a shift here to stay.
Instagram has successfully demonstrated its ability to evolve and adapt to the benefit of both its users and brand advertisers. A far cry from its humble origins as a mobile check-in app, we look forward to seeing what the next 10 years hold for this platform. Happy Birthday Insta!
The QT, the7stars, August 2020