It's the question on every Instagram user's mind: is Instagram dead? This is a reasonable question, considering how many people are experiencing plummeting engagement, seemingly incessant glitches, and overall social media fatigue. But before we put on our black outfits and prepare the obituary, we're here to investigate whether Instagram is dead or if we need to reimagine how we're showing up and engaging on the platform.
Since Instagram emerged on the scene in 2010 and became the top social media app, it has, for the most part, remained on top. Beyond its popularity and longevity, Instagram has transformed how we communicate and express ourselves online and in real life; just look at terms like 'Instagrammable' and if it's not on Instagram, it didn't happen' as proof. Instagram has undergone many changes over the years, with some changes becoming staples of the platform and others causing significant outcry among users (we're looking at you, algorithm updates). However, rather than ask if Instagram is dying, we should explore how we can revive our engagement and enjoyment of the platform by embracing these changes.
You just had to be there to understand the magnitude of Instagram's popularity in the 2010s. Millennials and Gen Xers can fondly recall Instagram's origins as a photo-sharing app when posting on Instagram was as simple as sharing an overly filtered photo with lyrics as your captions. It quickly became one of the most popular social media apps in the world and, by June 2018, reached 1 billion users. It remained on this throne until 2020, when TikTok became the number one social media app - but it didn't take long for Instagram to respond by introducing its own short-form video feature. As new platforms emerged and different content mediums surged in popularity, it became the standard that Instagram adapted accordingly.
In 2016, Instagram released Instagram stories in response to the growing popularity of Snapchat, which allows you to post updates that automatically disappear in 24 hours. That same year, as long-form video was on the rise and YouTube was experiencing a significant surge, Instagram responded with the now-defunct IGTV feature, which allowed users to post videos that were up to 60 minutes. That same year, Instagram introduced Instagram Live in response to the growing popularity of live streaming. And we can’t forget Instagram’s latest adaption in 2023, when they released the Threads app to compete against X, formerly known as Twitter.
While Instagram's new features and updates have had various levels of success with users, it's one of the things that makes the platform unique and has helped it maintain its relevance, even as our content creation and consumption behaviors have changed. While other social media platforms like LinkedIn and Pinterest have, for the most part, stayed the same over the years, with only subtle updates and new features every now and then, Instagram has continued to adapt and evolve to keep up with new emerging platforms. Head of Instagram Adam Mosseri credits this approach to Instagram remaining relevant today:
"When people think of Instagram…you almost always think of a feed of square photos…but if you look at how people use Instagram, it's changed dramatically…but I understand that as we evolve Instagram forward, it can be frustrating because people get used to using an app in one way, and if it changes underneath them, that cannot be very pleasant. But…if we would have stuck with the feed of square photos, and we didn't have stories, and we didn't have DMs, and we didn't have reels, we wouldn't be anywhere near as relevant as we are today."
Ultimately, Instagram has placed its bets on remaining relevant to users by paying attention to the social media landscape and emerging content trends and adapting accordingly. While this may sometimes come at the cost of the overall user experience, it is working to maintain its relevance, especially as platforms like Clubhouse continue to struggle to get their footing and TikTok faces being banned in the U.S.
Some people may be saying that Instagram is dying, but the data shows that Instagram is reclaiming its throne as the #1 social media app. According to Sensor Tower, Instagram has nearly 1.5 billion monthly active users, with TikTok at just over 1.1 billion. However, TikTok has more active users, who spend an average of 95 minutes daily on the app, compared with 62 minutes for Instagram (source). According to Statistica, 38% of Instagram users log on multiple times per day, 70% of users watch Instagram stories daily, and more than 100 million people watch Instagram Live every day. Instagram also has a diverse demographic of users. While 70% of Instagram users are under 34 years old, the percentage of users over 35 is increasing year over year, with 19.5% of Instagram users in the United States being between the ages of 35 and 44. 56.9 % of all Instagram users in the United States identify as women and 43.1 % identify as men.
As questions continue to swirl on the lifespan of Instagram, what does this mean for brands who rely on it as a marketing tool? In this regard, the data confirms that Instagram maintains its status as one of the best platforms for brands to market on.
According to Social Pilot:
Instagram has played an instrumental role in shaping social media marketing today, so it makes sense that it has become one of the primary places where users discover, engage with, and shop from brands they love. As the creator economy grows and more brands emerge with no physical presence, Instagram's visual aspect makes it a prime marketing tool, especially for reaching diverse audiences and building loyal communities.
Is Instagram the same platform it was 14 years ago? No. But is it dead? Absolutely not. Instagram has more users than it ever has, meaning there's more content than ever on the platform. This manes it more challenging to break through the noise, but it doesn’t mean that Instagram id dead. What this does mean, however, is that Instagram is often an early adopter of new content styles, so when the platform adapts to these new trends, this should signal to brands and creators to adapt accordingly, too. So while it may take more than a cute photo to garner great engagement on Instagram these days, putting in the effort is still a worthwhile investment for your brand.
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