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10 Years of Instagram

Our Social Media Manager, Silvia Naranjo spoke to Marketing News about the evolution of instagram over the past 10 years. Here is a link to the orginal article in Spanish and a translation below.

The evolution of Instagram

In the first years of the platform's life, influence was synonymous with aspiration. People and brands published photos retouched with filters with the ambition of becoming superficial references for other people on a specific topic or, in other words, feeling the coolest in their own way. Over the years, this aspirational influence was transformed into an inspirational influence and with it new utilities appeared on the platform such as editing tools, stories, stickers, lives ... that allow you to connect more with communities and unleash creativity . This is where the great era of influencers begins. Not only are we influenced because someone seems the most in a topic, but they have to show it by offering their followers content accordingly. It is during 2020 when a paradigm shift begins to be perceived on Instagram. Inspiration is taking a back seat while it is information that acquires all the prominence and interest of people. In Spain we can see this phenomenon with the success of profiles such as @ códigonuevo or @freeda_es. The individualistic essence is expiring and people increasingly need more from the collective, a collective that informs them and opens up a vision to lead a life more connected with themselves.

The evolution of metrics as a consequence

In my opinion, we will go from giving so much weight to the metrics that expose us and show our materialism such as likes (especially) and comments, going to give it to more subtle and intimate metrics such as the display times per post, shares and times saved. Because let's face it, who has not ever gossiped to someone who dislikes him but loves his style, for example? We are not going to show ourselves giving a like to that person, right? But we are going to give him our time. Even at the opposite point, sometimes we are so interested in an informative post that we can spend minutes reading it carefully, but then we forget to give it a like. Even if this post was not sealed under a heart, it would certainly be a high quality post. As a result, it would be normal for new metrics to appear or to change the value of the current ones, so that they allow us to better analyze the quality and effectiveness of communication on the platform under this new paradigm.

What role do brands play in all this?

As the first link of Generation Z that I am, I have lived my adolescence hand in hand with social networks, especially Instagram. At the beginning, the relationship we had with brands in this environment was one of referents of various social status. Currently, on the other hand, we relate to brands from you to you and we open ourselves to them so that they can give us what we need in a more collaborative way. Faced with this information, activism and collective scenario, brands must begin to ask themselves who they are instead of what they are. By considering what your internal purpose is, from a more conscious vision. The reason for being of the brands will not be so much in how to “hook” people with their products / services, but in opening up the channel to the world to find a community of like-minded people with common values and interests that can enrich each other. The role of brands, like that of the new models of influencers and creators, will be to be the precursors of change and promoters of groups. Being something or someone to superficially aspire to is a thing of the past.