The Rise of Video Content

It's not as though video was a new addition to Instagram. Facebook integrated 15-second video clips into the feed as early as 2013, followed by the introduction of Instagram Live a few years later, likely as a response to competing platforms like Meerkat and Periscope. The same year, Instagram launched Stories, borrowing from Snapchat. By 2020, Reels were introduced, a direct challenge to the rapidly growing TikTok, which continues to draw users away from Instagram.

This trend is clear: Meta has often chosen to mimic competitors to retain user engagement. With Instagram's massive user base and complex algorithms, it has managed to succeed in this approach.

However, even before Facebook's recent announcement of a potential $10 billion loss due to Apple's privacy changes, the essence of Instagram was shifting. The platform is now increasingly centered on video content, making it almost unrecognizable compared to the straightforward photo-sharing app that Kevin Systrom launched in 2010.

To make matters worse, Mark Zuckerberg has reportedly instructed his team to prioritize video content, potentially sidelining other features.

The Creator Dilemma

For those of us who cherished Instagram's simplicity, this shift is alarming. Creators who built loyal followings and businesses on the platform's once steadfast foundation are now feeling lost and frustrated.

Recently, I spoke with my brother, a well-known cartoonist on Instagram. His whimsical and sometimes eccentric comics can be found under the handle “Yaplaws,” where he has garnered over 40,000 followers and consistent engagement, often receiving more than 1,000 likes per post.

He expressed his concerns about being shadow-banned by the Instagram algorithm, which may be suppressing his posts in favor of others. I reassured him that algorithms respond to user interactions rather than individual biases of Instagram staff.

Nonetheless, I had noticed his comics were becoming less visible in my feed, despite my consistent engagement with them.

We discussed how drastically Instagram has transformed, with video content overwhelmingly dominating the platform. The classic square format has nearly vanished, replaced by portrait mode videos and a flood of ads, leading to a significant reduction in still images.

For my brother and many creators like him, this poses a serious challenge. To regain visibility on Instagram, they may need to pivot to video production. My brother has experimented with filming his cartoon creation process, but the impact of his concise, single-frame comics is diminished in video format.

Navigating a New Landscape

I began to reflect on how other creators, particularly those who built their brands around images, would adapt. Monetizing Instagram is already a challenge, requiring a substantial number of followers and engagement to achieve verification, which can lead to growth and sponsorship opportunities. Now, they can’t even rely on visibility unless they embrace video.

Not everyone excels at creating videos.

Ironically, Instagram introduced a subscription model on January 19, just as many creators began losing visibility on their most impactful content.

Personally, I didn't join Instagram for videos and prefer to stick to photos. My feed consists mainly of images of nature and personal moments. I’m not aiming to turn this into a business, but I now question whether Instagram is the best platform for sharing these images.

Interestingly, I've found better engagement for my photos on Twitter, a smaller platform that, despite its own changes, still adheres to its original purpose of micro-blogging.

My brother, like many others, is contemplating leaving Instagram, a platform that has rapidly shifted away from its core image-sharing roots. With Zuckerberg signaling a further commitment to video, it might be time for a change. The Instagram we once cherished seems to be fading away, overshadowed by a need to compete with everything it isn’t, rather than remaining true to its original vision.

The video title is "Instagram is DYING. Here's why." - YouTube, which discusses the significant shifts occurring within the platform and the implications for its user base.