News stories and Tweets surrounding Instagram
According to Econsultancy, there was a large amount of news stories circulating between December 14 and December 21 surrounding Instagram. The news source analyzed these headlines on Twitter to find that the policy change generated a substantial amount of discussion. Instagram, The New York Times, the NBA, Mashable and Tony Hawk all weighed in with their opinions on Instagram’s change.
Instagram’s response to social media feedback
Amazingly, Instagram responded to the unhappy panderings of its users, rather than acting as an overlord. The social media platform announced that it was reverting to its original policy on its blog, based on user feedback. Kevin Systrom, cofounder of Instagram, wrote that the company would continue to think about its advertising plan and release new details in the near future.The social
“You also had deep concerns about whether under our new terms, Instagram had any plans to sell your content. I want to be really clear: Instagram has no intention of selling your photos, and we never did. We don’t own your photos- you do.” Kevin Systrom, co-founder of Instagram said in his blog post.
What are the takeaways for marketers?
Marketers should carefully track Instagram use as the platform announces policy changes that alienate users, but should also note the impact of social media discussions on decision-making. Although generating custom content for Instagram has been helpful in promoting brand awareness, marketers may need to be comfortable with sacrificing control over branded photos in the name of increased visibility.