Instagram turns 10! Reflecting on its social, cultural and commercial influence

As 2020 comes to a close, there’s one event that can’t go uncelebrated. October 6th marked Instagram’s tenth birthday. It’s been a decade rich in creativity and innovation; the platform has established itself as a pivotal source of global news and entertainment, as well as markedly transforming the online landscape. Given the extent of its cultural and commercial reach, what can we learn from these ten years? And is there a negative side to its vast influence? 

To mark the occasion, let’s reflect on the ways in which the app has changed not only social media, but the world in general.

Aiding the Marketing of Small Businesses:

With over one billion users, it’s no surprise that this platform has firmly established itself as a lucrative marketing strategy. More and more people are discovering new brands through their habitual daily dose of social media. Thus, by posting regular engaging content it provides a catalyst for consumers to come flooding in to your account, leading in turn to an influx of followers, likes and shares.

“Over lockdown, I have seen a few of my friends’ businesses flourish post after post”

In 2007 Facebook launched business pages, and Instagram followed suit. Now you can convert your personal account into one specifically for your business, for anything from music production to fine art. The added ‘insights’ feature provides a slew of benefits for account holders. A wide range of data is available to the user, allowing businesses to capitalise on particular online opportunities.

Now millions of budding creators have the tools to kickstart their businesses. Over lockdown, I have seen a few of my friends’ businesses flourish post after post and seeing them thrive is always a joy to watch.

Mobilising Activism

Elsewhere, the social media platform has provided effective ways to raise awareness for certain topics and campaigns.

“Instagram has paved the way for a new form of visual and interactive activism.”

Particularly over the past few months, millions have utilised Instagram’s album feature to distribute succinct, visually striking, educational guides on serious topics. The neat feature allows readers to easily digest information, to learn, reflect and share all in less than five minutes.

Movements such as Black Lives Matter and the LGBTQ+ community have acquired a greater following through these informative posts. Instagram has paved the way for a new form of visual and interactive activism. Thus, users worldwide can tell their stories and encourage others to support their causes.

Toxic Influencer Culture:

Despite its perks, Instagram is not all sunshine and roses. There has been substantial criticism in the past for the amount of high profile accounts presenting unrealistic expectations of beauty. Many growing accounts have found a way to earn a living through paid promotions on the app, but certain products and lifestyles advertised by ‘influencers’ pose a danger to those idly scrolling. Feeds can become clogged with celebrity-endorsed meal replacement shakes, weight loss pills and “detox” teas, usually accompanied by a pictures of a toned physique.

This serves only to highlight the toxicity surrounding influencer culture. Reality can be very different to what is on camera. Whilst our so called ‘idols’ may claim to “feel strong and fit” thanks to this or that product, bear in mind they are paid to say that – what proof is there that they have tried the product? Who’s to say there aren’t any dangerous side effects?

“It creates a false sense of well-being, impacting both mental and physical health. “

One such incident came when Jennifer, a 22-year-old fitness blogger from Luxembourg, tried one of these promoted detox teas called Bootea. After completing her 14-day plan, she reported to be suffering from “bellyaches”, “diarrhoea,” headaches” and even an “irregular menstrual cycle.”

The Instagram advert failed to warn Jennifer that Bootea contains a laxative.

Promoting a product that emulates a remedy for constipation, and that can cause long-term harm such as damaged bowels, is hugely misleading. It creates a false sense of well-being, impacting both mental and physical health.

Regrettably, due to Instagram’s widespread popularity, they are more likely to be sought out by the public. It sets a dangerous precedent to risk public health, often that of young people, in order to line one’s pockets.

Instagram has evidently become the birth place of many commercial, social and cultural trends. Though it’s certainly a mixed bag, it is fruitful to reflect on the positive and negative influences of technology on our lives. Hopefully, it can help us all to make healthier decisions that not only benefit ourselves but those around us. Here’s to another 10 years!

 

Katie Heyes

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Image courtesy of David Ballew on Unsplash . Image license can be found here. No changes were made to this image.