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"There is no doubt that Instagram played a role in Molly's death."
The words of a father afflicted by the suicide of his teenage daughter, published today in an interview with the British newspaper Sunday Times, will transport loud and clear all the way to Facebook's headquarters in Menlo Park, California.
Given the increasing levels of integration between Instagram and the Facebook feeder, it is remarkable that the photo sharing platform has managed to stay healthy detached from the issues that have affected the social media giant over the past few years. last twelve months. Instagram's revenue has reached double-digit billions by harnessing the power of Facebook's advertising platform, although it's possible that Facebook ads will be drawn from its recent problems.
That said, many expect that Instagram will become the main engine of Facebook's growth, representing the majority of its advertising revenues. More than one billion active users per month. More than 4 billion "I like" daily. And brands that multiply by ten the engagement on Instagram via Facebook. These are the statistics that matter in the world of social media advertising.
Growth pains
Of course, everything was not easy, and there were potential warning signs Kevin Systrom and Mike Krieger, co-founders of Instagram, left the social media giant last year. This implied that this was the result of the loss of autonomy that prompted the founders of WhatsApp to do the same. But this has not slowed down growth yet, nor has it taken the shining light off the photo platform.
Along with Google (and to a lesser extent Amazon), Facebook is accused of perpetrating the "surveillance capitalism" that has turned billions of people around the world into a commodity.There are incredibly effective algorithms to ensure that almost everything we see is designed to extract money from our pockets or shape our mindset.
As a venture capitalist Roger & McNamee, one of the first key influences of Mark Zuckerberg, at Time last week: & nbsp; "To fuel its artificial intelligence and algorithms, Facebook has collected data wherever it can. Before long, Facebook was spying on everyone, including people who did not use Facebook. Unfortunately for users, Facebook has failed to protect this data. Facebook has sometimes exchanged data for better deals. The number of users and the time spent on the site have increased, but it took another innovation to advertise Facebook a resounding success. "
Instagram could not be better suited to such data mining. It is the undisputed global leader of the "Influencers" bubble in social media that has become the ultimate marketing dream. According to some estimates, the value of this influencer market should be multiplied by five between 2017 and 2020, to reach $ 10 billion.
The turning point of 2018
Facebook is seeking to recover the loss of public confidence following a year of fighting public relations fire. Cambridge Analytica has cast a brighter light than ever before on the horrific world of data commerce, followed by data breaches and alleged links with Russia and the Brexit and Trump campaigns. We will not soon forget the tortuous spectacle of Facebook CEO Mark Zuckerberg before the Congress in April.
This does not mean that Instagram has not had to face battles. With the commercialization of the platform, the blurred boundaries between sharing and influence have become more and more of a problem. Over the last 12 months, the platform has come under increasing pressure to have its "insta celebs" clearly indicate the photos that have been paid or rewarded for being published. Following a regulatory inquiry, last week a number of its biggest stars have agreed to provide a lot more transparencyeven when the rewards came in the form of gifts "out of the blue".
But the news in recent days that Families have accused Instagram, along with other platforms such as Pinterest, of hosting and distributing content that has contributed to mental health problems and subsequent suicides of teenagers.& nbsp; could be one of the most difficult tests so far for the platform. And at the same time as Facebook, stock market badysts point to the potential of monetizing Instagram as the main driver of Facebook's future growth. it's the least we can say.
In her interview, Molly Russell's father said, "The more I watched, the more horrible horror made me glimpse something I did not know and had such profound effects on my beautiful daughter. We went to a [account] Molly followed and what we found was just awful. They seemed to completely encourage self-injury, badociating depression with self-injury and suicide, thus making it inevitable, normal, graphically showing things such as cutting, biting, burning, making bruises, taking medications. It was there, hidden from view. We only looked at two sites because they were very painful and that's what started it all. "
During a survey, the newspaper then created a fake 14-year account on Pinterest with the appropriate triggers to test the algorithm. Indeed, images relating to suicide appeared. And when the same newspaper sent over twenty complaints to Instagram about similar images, they were all rejected.
Vice President of Facebook for Northern Europe told the BBC that & nbsp;he was "deeply upset" at the charges, though "it's a really complicated issue," and "an area incredibly difficult to master."
UK Health Secretary Matt Hanbad wrote on social media platformstelling them, "It's appalling to see how easy it is to access this content online and I do not doubt the harm that this material can cause, especially for young people. It's time for Internet and social media providers to intensify and purge this content once and for all. "
Recover the trust
These are difficult times for Facebook, in an editorial this week for the Wall Street JournalMark Zuckerberg said that "for us, technology has always been about empowering as many people as possible. If you believe in a world where everyone has the opportunity to use their voice and an equal chance to be heard, where everyone can start a business, it is important to develop a technology that serves everyone . It's the world we build every day, and our business model makes it possible. "
The devil, as they say, is in the details.
Also this week, it was revealed that Facebook was planning to integrate the back-end platforms of its own courier service with those of its two renowned acquisitions: WhatsApp and Instagram. The company's counterpart has been the promise to increase the use of end-to-end encryption, the add-on that has strengthened WhatsApp's position as the world's first instant messaging platform. The challenge for Facebook is that the engine of integration is information sharing, which allows users to send messages across multiple platforms and, of course, to exploit data. Facebook's history of privacy and security left a lot to be desired this year. Not surprisingly, the news of this integration has raised alarm bells everywhere, except in the offices of competitors such as Signal, Wickr and Telegram.
Will something really change?
Facebook's stock badysts are big fans of Instagram. His business model has proven scale – and scandal – resistant. He continues to market. He was the main driver of pop culture during the last phase of growth and expansion of social media, largely ruling out his smaller but more innovative rival, Snapchat.
But it's clear that Facebook will have to manage content much more effectively to keep Instagram's glossy filter intact. It has become a must for young people, the most difficult to reach, who have largely turned away from the core of Facebook. The biggest thing Zuckerberg and his team have done in the last few years may be to continue to develop Instagram (and WhatsApp) while half-mimicking the user base they were badociated with, rather than being part of it. of the main platform. This game may be well and truly over.
If the confidentiality, data and trust issues that hit Facebook now pollute these other businesses, it will be a major problem that will affect the results. And if that happens, the editorials and advertising campaigns will be even more numerous.
">
"There is no doubt that Instagram played a role in Molly's death."
The words of a father afflicted by the suicide of his teenage daughter, published today in an interview with the British newspaper Sunday Times, go clearly and bluntly to Facebook's headquarters in Menlo Park, California.
Given the increasing levels of integration between Instagram and the Facebook feeder, it is remarkable that the photo sharing platform has managed to stay healthy detached from the issues that have affected the social media giant over the past few years. last twelve months. Instagram's revenue has reached double-digit billions by harnessing the power of Facebook's advertising platform, although it's possible that Facebook ads will be drawn from its recent problems.
That said, there are many who expect Instagram to be the main driver of Facebook's growth, accounting for the majority of its advertising revenue. More than one billion active users per month. More than 4 billion "I like" daily. And brands that multiply by ten the engagement on Instagram via Facebook. These are the statistics that matter in the world of advertising on social networks.
Growth pains
Of course, not everything was easy, and Instagram co-founders Kevin Systrom and Mike Krieger left last year to leave the social media giant. This implied that this was the result of the loss of autonomy that prompted the founders of WhatsApp to do the same. But this has not slowed down growth yet, nor has it taken the shining light off the photo platform.
Along with Google (and to a lesser extent Amazon), Facebook has been accused of perpetrating the "surveillance capitalism" that has turned billions of people around the world into a commodity. It should be taken with extremely effective algorithms. we see is designed to pull dollars out of our pockets or shape our mindset.
As venture capitalist Roger McNamee, one of the first significant influences on Mark Zuckerberg, told Time last week: "To fuel its artificial intelligence and algorithms, Facebook has collected data wherever it can. Before long, Facebook was spying on everyone, including people who did not use Facebook. Unfortunately for users, Facebook has failed to protect this data. Facebook has sometimes exchanged data for better deals. The number of users and the time spent on the site have increased, but it took another innovation to advertise Facebook a resounding success. "
Instagram could not be better suited to such data mining. It is the undisputed global leader of the "Influencers" bubble in social media that has become the ultimate marketing dream. According to some estimates, the value of this influencer market should be multiplied by five between 2017 and 2020, reaching $ 10 billion.
The turning point of 2018
Facebook is seeking to recover the loss of public trust after a year of fighting the fire by public relations. Cambridge Analytica has cast a brighter light than ever before on the horrific world of data commerce, followed by data breaches and alleged links with Russia and the Brexit and Trump campaigns. We will not soon forget the tortuous spectacle of Facebook CEO Mark Zuckerberg before the Congress in April.
This does not mean that Instagram has not had to face battles. With the commercialization of the platform, the blurred boundaries between sharing and influence have become more and more of a problem. Over the last 12 months, the platform has come under increasing pressure to have its "insta celebs" clearly indicate the photos that have been paid or rewarded for being published. Following a regulatory investigation last week, a number of its biggest stars agreed to provide much greater transparency, even when rewards came in the form of "unannounced" gifts.
But news in recent days that families have accused Instagram, along with other platforms such as Pinterest, of hosting and distributing content that has contributed to mental health problems and teen suicides could to be one of the hardest tests so far for the platform. And at the same time as Facebook, stock market badysts point to the potential of monetizing Instagram as the main driver of Facebook's future growth. It's at least bad timing.
In her interview, Molly Russell's father said, "The more I watched, the more horrible horror made me glimpse something I did not know and had such profound effects on my beautiful daughter. We went to a [account] Molly followed and what we found was just awful. They seemed to completely encourage self-injury, badociating depression with self-injury and suicide, thus making it inevitable, normal, graphically showing things such as cutting, biting, burning, making bruises, taking medications. It was there, hidden from view. We only looked at two sites because they were very painful and that's what started it all. "
During a survey, the newspaper then created a fake 14-year account on Pinterest with the appropriate triggers to test the algorithm. Indeed, images relating to suicide appeared. And when the same newspaper sent over twenty complaints to Instagram about similar images, they were all rejected.
Facebook's vice president for Northern Europe told the BBC that he was "deeply upset" by the accusations, although "this is a really complicated issue" and "an area incredibly difficult to solve."
UK Health Secretary Matt Hanbad wrote: "It is appalling how easy it is to access this content online and I do not doubt the harm that this material can cause, especially for young people. people. It's time for Internet and social media providers to intensify and purge this content once and for all. "
Recover the trust
On behalf of Facebook, Mark Zuckerberg said: "For us, technology has always been about putting power in the hands of as many people as possible. If you believe in a world where everyone has the opportunity to use their voice and an equal chance to be heard, where everyone can start a business, it is important to develop a technology that serves everyone . It's the world we build every day, and our business model makes it possible. "
The devil, as they say, is in the details.
Also this week, it was revealed that Facebook was considering integrating the back-end platforms that underpin its own email service with those of its two flagship acquisitions: WhatsApp and Instagram. The company's counterpart has been the promise to increase the use of end-to-end encryption, the add-on that has strengthened WhatsApp's position as the world's first instant messaging platform. The challenge for Facebook is that the engine of integration is information sharing, which allows users to send messages across multiple platforms and, of course, to exploit data. Facebook's history of privacy and security left a lot to be desired this year. Not surprisingly, the news of this integration has raised alarm bells everywhere, except in the offices of competitors such as Signal, Wickr and Telegram.
Will something really change?
Facebook's stock badysts are big fans of Instagram. His business model has proven scale – and scandal – resistant. He continues to market. He was the main driver of pop culture during the last phase of growth and expansion of social media, largely ruling out his smaller but more innovative rival, Snapchat.
But it's clear that Facebook will have to manage content much more effectively to keep Instagram's glossy filter intact. It has become a must for young people, the most difficult to reach, who have largely turned away from the core of Facebook. The biggest thing Zuckerberg and his team have done in the last few years may be to continue to develop Instagram (and WhatsApp) while half-mimicking the user base they were badociated with, rather than being part of it. of the main platform. This game may be well and truly over.
If the confidentiality, data and trust issues that hit Facebook now pollute these other businesses, it will be a major problem that will affect the results. And if that happens, the editorials and advertising campaigns will be even more numerous.
