The internet, also known as the electronic cat database, has revolutionized many aspects of modern society. One particularly notable change is in the artistic community. What is considered art and how that art is shared is accomplished in a completely different way than it was 30 years ago. Being an artist, I’m particularly interested in how artists have been affected by the internet. For example, Instagram has created a unique way for artists to express and share their work. The platform not only gives artists an audience but a way to make a substantial living for themselves. Whether your art form is mixing paint, creating colorful slime or digital animation, there is an audience on Instagram.

However, as the internet grows in popularity, and Instagram subsequently accumulates more users, the increase of commercialization of the platform has become a big talking point. The push to increase commercialization has caused Instagram to lose sight of what the original product was, connecting people. How has Instagram become commercialized? Through a rebranding of sorts that changed the priorities of the brand and the fundamental ways it functions. 

A new computerized algorithm decides what content users see, and now bloggers and start-up businesses are facing serious repercussions. The time and effort that was put into gaining large numbers of followers may be in vain to now only have their posts disappear from their followers’ feeds because of the app’s new format.

As a result of the new algorithm, engagement rates have dropped drastically.

Artists want their work to be seen and if it’s not what’s the point of putting all that effort and energy into it? A big draw to Instagram was its audience. If the platform loses that, what does it have? The new algorithm to advertise has created a toxic numbers game. Now, for artists to get their work seen without playing this game is becoming harder and harder. I would argue that the rebrand was directed to please advertisers and not the original audience of the brand.

A brand is meant to show who you are, what you stand for, your strategy. Brands help us belong. The rebranding has left influencers and creators unhappy and a resulting decrease in quality. Now Instagram needs to evaluate their current brand, refocus on valuing artist and less commercialization, and take an aggressive marketing strategy to carry out those goals.

Since the beginning, CEO Kevin has focused on simplicity and inspiring creativity through solving problems with thoughtful product design. Now Instagram needs to focus back to their roots. If not a new competing platform may take Instagrams’ place.