Instagram's new look and what it means for advertisers

Posted by Jessica Harradine on May 17, 2016 5:22:43 PM

Find me on:

Instagram is an app I personally use many times a day; scrolling through it first before any other. When I think of Instagram, I automatically think of their iconic brown and beige camera logo that has resonated with all users since its launch in 2010.

New logo

Just last week I woke up to a big surprise when I picked up my phone to see the new Instagram logo. I was slightly shocked and blinked a couple of times to make sure I wasn’t seeing things. There on my phone was this new colourful and more simplistic logo. When I opened up the application I was even more shocked to see layout changes to the newsfeed. Although shocked at first, as most people are when faced with change, I am really enjoying these new changes.

Why change ?

The Instagram team did not feel that the old logo was reflective of its vibrant community. Ian Spalter, the design lead at Instagram acknowledges that the old logo was extremely well known worldwide and chose to carry over elements of it into the new version. The designers asked employees of the company to draw the Instagram logo from memory in 5 seconds. From this they knew which key elements to carry over; the rainbow, lens and viewfinder.

New layout

The layout of the newsfeed is now a simple black and white scheme which does not distract the eye from user’s colourful posts – something I really like. Users will also notice their newsfeed now displays in a non-chronological order as Instagram orders the photos based on what is most relevant to you by the accounts you interact with the most.

Over the past few years Instagram creators rolled out three “add on” apps (Hyperlapse, Layout and Boomerang) that can enhance your photos and videos very simply. Along with Instagram’s new logo change these three applications logos also received a “makeover”. The creators carried over the gradient through all three of these icons making all four applications consistent.

What does this mean for advertisers?

The non-chronological news feed is a positive change for them. Before these changes advertisers posted content with a relative idea of the audience it would reach. With the introduction of this new format advertisers are able to reach their key demographics as the feed is organized based on user’s interests and the types of accounts they follow. This is great to encourage more brands to advertise on Instagram as they can ensure their targeted audience is reached.

I give kudos to the creators of Instagram for taking this leap. A big decision such as this one was most likely discussed for months before executing. Although not every user will agree with the changes at first, I believe this paves the way for future success of the company.

Jessica Harradine, Key Account Buyer

Active International

Topics: Media & Marketing, Digital Media, Social Media


Other Topics

see all