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There is nothing Instant about Instagram anymore

It’s all about creators. Instagram by Facebook know that very well. There are only a handful of apps that offer users a wider array of tools to create high quality content. Instagram has become a vibrant platform that inspires, engages and sells. Not just influencers, but businesses of all sizes use the social media platform to reach their target audiences.

And business is all Facebook really cares about.

With its latest app update, content creators are able to create story drafts. Whereas most users have had to save content to their image libraries, first before uploading the “finished” content to Instagram, the story drafts feature allows for an easier work flow. At least, the easier work flow applies to those who use the Instagram app to capture content.

Less spontaneous than ever

There is nothing insta(nt) about instagram anymore. Most, if not all, content is staged, planned and optimized before being shared. The days of quick snapshots and funny stories, that are made to look pretty with a quick filter, are over.

I personally don’t know if that is really a good thing. The platform as a media consumption vehicle has become more stale, static and slow. Still, millions of users flock to the app and site on a daily basis. However, the competition is heating up, with TikTok (especially) knocking hard on Insta’s door.

What makes an app and the content on TikTok interesting, is the uncut, unfiltered, raw nature of the content. Sure, most stories are staged and some beautifully crafted. But, the speed at which the content is presented and the unpolished look, make it accessible to everyone.

Instagram is slowly losing its edge here. The more planned and staged the content becomes, the less interesting it might be to the user.


We had a vibrant little discussion on our team internal Slack chat about it. I seemed to be the only one at GANDT who does not see this as a good thing, though.

I’d really love to know your opinion. Do you think this is a good feature to roll out? Or do you maybe share my view on IG and see this as another step in the wrong direction? Does Instagram simply not have what it takes to reinvent itself once more to take on TikTok?

Also published on Medium.

Remco Livain
I’m a digital entrepreneur, online performance marketeer, founder and CEO of the digital innovation consultancy GANDT Ventures (based in Switzerland). We support organizations (SMBs, corporates and later stage ventures) in their digital efforts. I learned the trades of the (online) business at Venture Stars (MIFLORA), Rocket Internet (Westwing Home and Living) and Insparx (C-Date and be2).

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