Back in 2012, many observers scoffed at the billion-dollar price that Facebook paid for Instagram. Who’s laughing now? That acquisition seems more and more prescient as time goes by—as M.G. Siegler remarked recently, “The smartest thing Facebook ever did was buy Instagram.” The social networking giant managed to secure its own life raft, long before most of us noticed that the seas were getting choppy.
Now, Facebook itself is sinking. My friends, at least, have long since stopped posting there. The conversations that do happen on Facebook tend to be politically-charged and impolite. As Seigler notes, many teens never even join the service. At the same time, the company faces increasing pressure from government watchdogs—both for its role as a Russian lever in the 2016 election and for alleged censorship of particular political viewpoints.
Happily (for Zuckerberg & Co.), Instagram has avoided these problems. The service’s exclusive emphasis on photo-sharing—formerly Facebook’s best feature—has made it irresistibly sticky—even to the Snapchat generation. Plus, because Instagram only does photos (i.e., no text posts and no links), its conversation threads are less political, less controversial, and generally less fraught than on Facebook. Meanwhile, the branding firewall between the two companies has prevented Facebook’s regulatory controversies from engulfing Instagram. Six years post-acquisition, many users still don’t know it happened.)
Facebook’s strategy has worked perfectly on me, at least. I visit Facebook only rarely—and often only for a few seconds each time. There just isn’t much there for me.1 But Instagram remains a daily habit; who doesn’t love seeing snapshots of friends and family? ■
- To be fair, I may not be the best anecdotal example, since I’ve worked hard to detach myself from Facebook these past few years. I’ve deactivated my account multiple times, I refuse to install the app on my phone, and I run content blockers to prevent the news feed from showing up on the web.↩