Yes, I’m not completely sold about this.
Today, Instagram announced the launch of its latest global brand campaign, called ‘Yours to Make’, which aims to show the benefits of connecting the community in the app and finding your people through shared interests and trends.
It is definitely something.
As Instagram explained:
“Your Make to Make shows how you can use Instagram to explore who you are. For young people, identity is not defined, it is something that is constantly being explored. Whether it means connecting more deeply with the people who matter to you, discovering and experimenting with new interests, or sharing your perspective, no matter how much work is going on. ”
Oh, yes. No, I understand now.
The abstract-style campaign takes more insight into Instagram and the internal functioning of the app. And it seemed to me that it would be his turn at any moment – like the premiere for a drama film showing dizzying highs and then frightening setbacks in a person’s life.
Which would probably be more realistic. In addition to all the benefits to the community, Instagram has also been identified as a key source of anxiety and psychological influences, especially for younger users.
As part of its recent posts about Facebook files, The Wall Street Journal reported the following:
“32% of teenage girls said their Instagram felt worse because of their bodies […] Teenagers blame Instagram for increasing the rate of anxiety and depression. This reaction was effortless and consistent across all groups. ”
These findings are based on research commissioned or conducted by Facebook in the last three years, and another reveals that among teenagers who reported suicidal thoughts, 13% of British users and 6% of American users found the problem on Instagram.
So while it can connect people to different communities, the app also has a dark side. Which, unintentionally, feels present in this promo video – as if everything is a bit dark and shady in the background, as if you never know who is really looking out of the shadows.
Which makes it a strange promotion for me – but also highlights the constant challenge that Facebook faces in trying to keep up with the latest trends and happenings among young people.
Here’s why TikTok is becoming more popular and why Snapchat has managed to establish its place in the wider social media sphere, despite Facebook’s attempts to break them both – each app has far more cultural value and connections to its user communities than Facebook, in any capacity and any shape in the whole family of platforms.
Of course, all Facebook, Instagram and WhatsApp have far more users, but they have limited faith, there is nothing interesting in Facebook, and although Instagram at some stage had that cool factor, Facebook has since sucked it out because it was working to achieve more in line with its broader strategy, removing any individuality or originality that the platform once held.
Part of that can also be attributed to such large applications. Eventually, when your aunts, uncles and grandparents become apps, they are likely to lose appeal to younger audiences because it is no longer exclusive, only your demographic category is no longer linked, which affects trends in content, engagement, etc. .
This makes sense and would be a factor in why, for example, Snapchat has managed to maintain its credibility. Yet, even so, Facebook has repeatedly shown that, despite its best, most desperate efforts to keep up and stay at the cold table in the social media space, it simply doesn’t exist.
Snapchat’s AR lenses always lead, despite Facebook having far more technical capacity to produce better and more engaging content in that regard. TikTok is at the forefront of viral trends, and Instagram is sticking to tails wherever it can, and lagging behind them. Even Twitter evokes more cultural engagement, and the wit of the best tweets evokes your own moments and trends.
Despite its business numbers and ambitions, Facebook does not have that cultural element. There are various reasons you could point to this, but it simply never exists, it never leads to an accusation. Even when trying to create new momentum through ad campaigns like this.
So it could be said that I am not a fan and that I really do not understand the value of this particular pressure. But Instagram says it’s “a celebrating the good that can come from connecting with communities and interests on Instagram ”.
Will it further engage people and more people download the app? I do not know. The utility seems to be more of a Facebook bag.
Instagram’s ‘Yours to Make’ campaign is airing in the US and the UK as of today, and will be launched in other regions later this year.
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