Why Instagram’s creatives are angry about its move to video

The social media platform was once a favourite of artists and photographers, but a shift towards TikTok-type videos and shopping could leave them looking for a new home online

In late July, hobbyist photographer and self-proclaimed sunrise hunter" Sam Binding conducted an experiment. After visiting Somerset Lavender Farm to catch the sun peeking over the purple blossoms, the 40-year-old from Bristol uploaded the results to both Instagram and Twitter. Two days later, he used the apps' built-in analytics tools to assess the impact of his shots. On Instagram, a total of 5,595 people saw his post - just over half of his 11,000 followers. On Twitter, his post was seen by 5,611 people, despite the fact he has just 333 followers on the site.

This confirmed Binding's hunch that although most people believe that Instagram is a place to share photos and Twitter is a place to share words, that may no longer be the case. When it launched in 2010, Instagram courted the artistic community, inviting respected designers to be among its initial users and naming its very first filter X-Pro II, after an analogue photo-developing technique. In her 2020 book No Filter: The Inside Story of Instagram, technology reporter Sarah Frier documents how Instagram co-founder Kevin Systrom wanted Instagram to be an outlet for artists (in a high-school essay, Systrom wrote that he liked how photography could inspire others to look at the world in a new way").