Why Instagram Won’t Last

Christianna Giordano Senior Account Executive, Cohn & Wolfe

Posted on December 20th 2012

Why Instagram Won’t Last

It all started when Instagram discontinued its user’s ability to support Twitter ecards, which no longer would allow Twitter users to be able to see Instagram images inside their Twitter stream. This was the first blow to all us Instagram lovers. It was when we first started looking for alternatives. Conveniently, Twitter introduced its own photo filters shortly after. They were alright, but most Instagram users stayed strong to the brand attempting to keep the Instagram-way-of-life going.


The next down turn was the announcement that Instagram would start selling your photos come January 16, 2013 – but this wasn’t the final nail in the coffin. The big kahuna was the apology. Or rather, the lack of an actual apology inside their apology. Phrases like “we are better than you” or “my way of the highway” came to mind after reading it. It was a classic corporate non-apology, but it was describing their users as “confused” and then going on to describe what being business means (eureka! It means to make money!) , that really turned fans off.


If that wasn’t enough to sink their boat, National Geographic announced it would be disabling its account (it had a whopping 650,000 followers) quickly afterward becoming a catalyst for major accounts following suit.  Celebrities took to Twitter in outrage and began shutting down their accounts in the following days.

After all this damage, it will take a MAJOR positive PR push from Instagram to calm everyone down. The first they should do though is drop to their knees and beg Kim Kardashian to stay on board, because rumors of her dropping the app (she is their most followed user) have become the hottest news, and if she goes, they can expect her 5 million users to follow suit. 



Christianna Giordano

Senior Account Executive, Cohn & Wolfe

Senior Account Executive on the Cohn & Wolfe Digital Team in New York City – where I work deep in the trenches of social media strategy, community management and trends. I am a graduate of Gettysburg College with a Bachelors of Science in Management with a minor in Film Studies. I completed New York University's  Digital Media Marketing Professional Studies Certificate Program learning new skills in web analytics, search optimization and social business.  When I am not tweeting, blogging & pinning, I am exploring other aspects of life: family, friends, food, traveling & watching movies.

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Posted on December 20th 2012 at 6:37PM

Insightful Christianna. I enjoyed this read a lot. It will be interesting to see how they handle this flub. That policy will be the end of things and takes privacy invasion to the next level. 

Posted on February 10th 2013 at 6:11PM

I definitely look forward to other apps being published and would be highly surprised if no one jumps on this opportunity to be better than Instagram. The repeated mistakes and upsets of Instagram seems incredible in this day and age. How could a company fail so hard and when it's time to issue an apology, continue to disappoint users? If they want to stay relevant, there are some major changes that should be adapted. I would start by trying to make a sincere apology for the last non-apology.

Amy Birch
Posted on April 8th 2013 at 11:50AM

Instagram shot themselves in the foot with their new policy - and shot the other one with the apology. The apology showed to me that the site pandered to it's users, and of course, what use is a social media site with no users?

I think once Vine really hits it off (which I predict it will!) Instagram will be another site on the social media scrapheap, a la, Bebo and Myspace.


Thanks for the post!