Instagram co-founder Kevin Systrom recently shared his thoughts on the current state of the app, stating that it has “lost the soul” that made it so successful in the first place. Systrom, who co-founded the popular photo-sharing platform in 2010 and sold it to Facebook in 2012 for $1 billion, spoke candidly about his concerns during an appearance at the Collision Conference in Toronto.
Systrom explained that Instagram’s early days were marked by a sense of community and a focus on the art of photography. However, over time, the platform has become more about popularity and validation, with users prioritizing likes and followers over creating meaningful content.
“I think Instagram has lost a little bit of the soul that it had,” Systrom said. “When you’re trying to optimize for likes and followers, you’re going to optimize for certain types of content over others.”
He went on to say that the platform’s current algorithmic approach, which prioritizes popular content over newer or less popular posts, has led to a homogenization of content that makes it harder for users to stand out and express themselves creatively.
Systrom’s comments come at a time when Instagram is facing increased scrutiny over its impact on mental health and social dynamics. Critics have accused the platform of fostering a culture of comparison and competition, with users feeling pressure to present a carefully curated image of their lives.
In response, Instagram has taken steps to try to address these concerns, including testing the removal of like counts in some countries and introducing features aimed at promoting authenticity and reducing pressure on users.
Systrom praised these efforts but suggested that the platform needs to go further in order to recapture the sense of community and creativity that made it so popular in the first place.
“I think there’s a lot Instagram can do to bring back some of its old magic,” he said. “I don’t think we should give up on the idea that Instagram can be a really positive force for connection and creativity.”
Systrom’s comments are particularly noteworthy given his role in creating Instagram’s original vision and guiding its early growth. However, it remains to be seen whether his concerns will have an impact on the platform’s direction going forward.
Despite its challenges, Instagram remains one of the most popular social media platforms in the world, with more than one billion active users. The platform has also become a key marketing tool for businesses and influencers, with sponsored posts and paid partnerships becoming increasingly common.
In recent years, Instagram has also expanded beyond its original focus on photos to include features like Instagram Stories, IGTV, and Reels, which allow users to share short-form video content. These changes have helped the platform stay relevant and attract new users, but they have also raised questions about whether Instagram is losing its identity and becoming too similar to other social media apps.
As Instagram continues to evolve, it will be interesting to see whether the platform can find a way to balance the competing demands of popularity, creativity, and community that are at the heart of Systrom’s concerns. In the meantime, users and businesses will have to navigate the changing landscape of social media and decide for themselves whether Instagram still has the soul that made it so beloved in its early days.