Facebook is transforming Instagram into the new Facebook



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SAN JOSE, Calif. – Scarred by a seemingly endless parade of scandals and disturbed by a decline in teen-millennial usage, Facebook's leadership appears to be trying to recreate its social network on Instagram, its young, more modern and lucrative form. and still arm relatively free of scandals.

Instagram has been growing rapidly, perhaps as people gravitate around their simplest selective focus on Facebook's share-all-share-everything maximalist platform, which blends into updates, articles, birthday notifications, and other news. Instagram is a unique and cohesive stream of photos and videos. But that is changing, and with some announcements at the company's developer conference, the transformation seems to be gaining momentum.

Since its acquisition by Facebook in 2012, Instagram has been keeping more and more in relation to the resources of Facebook: video, marking, albums, advertising and private messages. With stories, cloned ephemeral photo and video sharing of its main competitor, Snapchat.

Today, Facebook-ization of Instagram seems inevitable based on the changes announced in the F8 today. Instagram boss Adam Mosseri introduced the "creation mode," a new story format made just for text, quizzes, polls, and all other Instagram features not related to photos or videos. It's basically a Facebook color blocking status roll launched in 2017.

Another new feature of Instagram: "Donation stickers," which allow users to raise money for charity through stories. On Facebook, users have been able to raise funds for nonprofits since 2015, and have collected more than $ 300 million just through fundraisers in August 2018 alone.

Instagram also added ways for people to spend more money on the platform. Last month, users were able to start buying products from certain brands directly in the app through shopping tags, which are like Facebook's "Buy Now" ad modules, except they do not look like ads. Instagram today said that selected influencers could begin adding these shopping tags to their posts. (An Instagram spokesperson clarified that the influencers not get a slice of any revenue generated by these purchase tags.)

One of Facebook's most active features – the groups – is not officially on Instagram, but that did not stop users from creating ad hoc and group pages on the social network. It seems only a matter of time before groups are added to Instagram as well.

In the aftermath of a truly scandalous 2018, it makes sense for Facebook to seek shelter and opportunity in another of its top brands – particularly one that is growing so fast.

Recall that the Facebook user base in the United States has decreased by 15 million people since 2017, according to research data from research firm Edison Research. And people are spending less time on Facebook and Messenger – about 10% less time per person between August 2016 and October 2018, revealed a study by Pivotal Research (the monthly active Facebook users in the fourth quarter of 2018 increased 9% in the previous year) to 2.32 billion people, but this was mainly boosted by growth in Asia and Latin America).

Meanwhile, Instagram's growth is exploding. Last June, the application reached 1 billion active monthly users, 200 million more than the previous year, which generated 200 million users more than the previous year. The Facebook and WhatsApp user bases can be much larger (over $ 2 billion and $ 1.5 billion, respectively), but Instagram still surpasses in a key metric – growth. Instagram will soon be responsible for most of Facebook's new advertising revenue: about 70% by 2020, according to KeyBanc Capital Markets estimates. Why not use similar or identical features to those that strengthen Facebook's growth?

Perhaps most importantly, the Instagram largely escaped the outrage launched on his older brother last year. Of course, he is also treated with misinformation, but has nothing close to the luggage that Facebook does.

At least not yet.

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