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Facebook acquired Instagram for $ 1 billion in 2012 and, for seven years, the photo sharing app has gone from that – a place to share photos to friends – to a complete ecosystem of videos, photos and shopping. This transition was not transparent.
Today, we have learned a little more about why. Facebook CEO Mark Zuckerberg and Instagram co-founders Kevin Systrom and Mike Krieger have not agreed on the future of the app. That's why the duo left the company last September, according to a statement. wired cover story on the last 15 months on Facebook.
This is an excellent article that focuses primarily on Zuckerberg's intense internal privacy concerns and attempts to maintain Facebook's dominance. But in some ways, the most interesting parts are the new details about what happened between the Instagram co-founders and the Facebook CEO. wired Zuckerberg stopped encouraging users of the Facebook app to post to Instagram and preferred to keep them in the main app. Nicholas Thompson and Fred Vogelstein write:
A few days later [Zuckerberg] asked his growth manager, Javier Olivan, to list all the ways Facebook supported Instagram: show ads on Blue App; including links returned when someone posted a photo on Instagram and then posted it in Facebook News Feed; Allow Instagram to access Facebook connections from a new user to recommend people. Once in possession of the list, Zuckerberg told Instagram's executives that he was removing the media. Facebook had provided Instagram servers, health insurance and the world's best engineers. Instagram was now being asked to give a little back and help isolate the vents that allowed people to escape Blue App.
Quickly, Systrom sent a note to all of its staff to explain Zuckerberg's decision to disable support for Instagram traffic. He did not agree with the move, but he was committed to the changes and told his staff that he had to go there. The memo "resembled a flame that rose inside the company," says a former senior executive. The document also angered Facebook, who was terrified at the thought of a leak. Systrom soon left on paternity leave.
Once Systrom returned from paternity leave, he and Krieger decided to make a final decision and the couple left the company. The news flowed to The New York Times Before Instagram's communication teams had the slightest idea of the news, and although the two interlocutors were cordial in their subsequent statements, a story appeared that they had left because of disagreements about the design. and functionality with Zuckerberg.
wired specifically cites the dislike of Systrie and Krieger for burger menus, or icons that unfold to reveal a variety of options. The hamburgers have exceeded the application since the departure of the couple.
Last year, Instagram changed and added significant features. Profiles have been redesigned to offer more ways to contact businesses, with up to six options displayed. In December, the company accidentally launched a new navigation that would make the flow horizontal rather than vertical, what the company called a "bug," but could have suggested that the company is experimenting with new ways to engage users. the content of the platform. Instagram has also continued to push long form content with IGTV and has recently begun allowing users to publish their IGTV content on their feed, which increases the number of viewers, but slows the flow with more content. On a smaller scale, the company has added features such as "close friends", which allow users to share the content of their story with a smaller group of selected people.
Although the new wired There is not much to say about the details, they continue to make Zuckerberg understand that he wanted more control over Instagram, as well as the possibility of turning the app into a sister closer to Facebook. You can also see it in his March announcement regarding the abandonment of a public news feed to encrypted private messaging, as well as the recent decision to streamline purchases on Instagram. (Instagram said The edgeof the Why did you press this button? that he wants to build each his own "personalized shopping center".)
More generally, Instagram seems to follow the path of Facebook. It would not be surprising to see Instagram's launch features, such as its sister app, or even games in the app, which would be a nightmare. But again, if Facebook itself is losing its popularity with users, there could be a world in which Zuckerberg will give up some navigation and push every Facebook feature on Instagram to see what works.
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