Instagram is a fun platform to use. However, I have been noticing how toxic it is becoming to use. Why is this important? It comes down to brands and businesses placing importance on influencer marketing. The goals for most Influencers are sponsorships. In order to obtain those sponsorship deals they require:
- Substantial Following
- Content Creation Skills
Above all of these, I think having a massive following is ranks highest in what a brand is looking for. Because having a big following means you have social proof and an audience.Outside of influencers, Instagram is huge for small businesses. In addition, to many users spending time on the platform, Instagram has an enormous ad product that contributes to a lot of Facebook's revenue.
Addictive Nature
When I label Instagram as toxic I'm more referring to the platform's addictive qualities. Twitter is toxic for reasons related to negativity. With Instagram, there seems to be a system in place that wants to keep you locked into the app and constantly spend all your time there. There's constant messaging that entices you to turn on notifications. Almost all apps have the typical red notification dot that catches your attention.
Mass Story Viewing
Youtube creator Sam Sheffer recently did a video on a large number of random accounts viewing his Instagram stories. This has become a trend in the last couple of months where users who don't follow your account suddenly are now viewing your stories. These accounts were using mass story viewing automation app. Hacks like these are methods used to get your Instagram account discovered and in the hopes of obtaining more followers.
False Statistics
The problem with Facebook/Instagram is that the platform at times seems very untrustworthy. There was an article published by the hollywoodreporter.com that reported of a settlement paid to advertisers. The settlement described that Facebook had overblown the metrics on for video content.
Summary: Toxic Social Media and the Instagram Problem
In conclusion, I am in no way done with Social Media. However, with all the false metrics on the platform and algorithm issues, I definitely feel like it's time to take a break. I think if you're building a business social media is an effective strategy to have your business be a part of. At the least, I would like to see social media platforms validate their systems more thoroughly. I personally think it's time for a new platform that embraces creativity and supports creators.