Since Instagram started including ads last week, many are
wondering what’s next for one of the fastest growing mobile apps that aspires
to revolutionize the world in much the same way Facebook did.
Instagram CEO Kevin Systrom recently hinted that the next
big move for the app may be to leverage the 55 million photos uploaded each day
to provide a real-time visual account of events going on around the world, such
as breaking news and live sporting events.
In order to do so, Instagram would have to improve its use of location
and proximity data so that interesting and relevant information more easily
surfaces in user feeds. Currently, users
conduct search via hashtags, which is not as intuitive as a simple keyword or
query-based search.
As a casual Instagram user at best, I believe that the
addition of such features would significantly bolster Instagram’s value
proposition and transform it into a more potent tool for discovery and sharing
of the world around us. With Instagram
riding high since being acquired by Facebook in April 2012, it will be
interesting to see how its value proposition to both users and marketers evolves
and, just as importantly, how it begins to generate revenue.
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