Instagram is running the risk of falling victim to the Kylie Jenner effect.
“I’m hearing a lot of concerns about right now about photos and how we’re shifting to video,” Instagram head Adam Mosseri said in a statement. “Now, I want to be clear, we’re gonna continue to support photos. It’s part of our heritage.”
He added: “That said, I need to be honest: I do believe that more and more of Instagram is going to become video over time. We see this even if we do nothing… So we’re gonna have to lean into that shift.” But while Mosseri may be doubling down in their favor toward video, Instagram certainly doesn’t want to lose Jenner. The platform previously hit the social media jackpot back in 2018 when the reality star unintentionally encouraged users to ditch Snapchat and move over to Instagram Stories by speaking out against Snapchat’s then-new formatting.
Though Instagram Stories first launched in 2016, it took users a while to transition from Snapchat, which was the pioneer in sharing photos and videos with a 24-hours shelf life. But where Jenner goes, the followers, well, follow. So when she tweeted, “Sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad,” in 2018, the app felt an immediate impact. In fact, Snapchat’s stock, which, to be fair, was already on a downward trend, suffered a loss estimated to have been between $1.3 billion and $1.
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