(Paris) #Foodporn, #nofilter or #travelgram: these terms have imposed themselves in the daily lives of a billion people in 10 years thanks to Instagram, the application that determines the way we eat, travel and even use.
Posted Oct 2, 2020 at 7:01 am
On October 6, 2010, Americans Kevin Systrom and Mike Krieger launched a photo-sharing social network. The novelty? The application designed for smartphones offers filters to increase brightness, contrasts, colors … the perfect photo, in Polaroid style, is just a click away. Success is instantaneous.
Two years later, the application that also revolutionized photography by imposing its codes is bought by Facebook. It has now become the platform where everyone stages themselves through self-portraits. Until they created online stars, the "Instagirls", such as Chiara Ferragni (21 million subscribers), who later became the Lancôme muse, and Kylie Jenner, of the Kardashian clan, were followed by 196 million fans.
"We have entered the era of" internet reality "where you can only exist through what you post on social media. I selfie so I am," summarizes Michaël Stora, psychologist and president of the French Digital World Observatory, together.
This frantic quest for "likes" "traps teenagers in a false bubble of perfection" that sends them back the image that they "can't do the task," continues the researcher. often overlooked by enthusiasts.
"Money Printing Machine"
The success of Instagram has not escaped brands. For example, the selfie from the 2014 Oscars, with Ellen DeGeneres, Jennifer Lawrence, Brad Pitt… huddled, all smiles, was in fact taken by a Samsung smartphone sponsor of the evening.
For Luxury Brands Like "fast-fashion", Instagram makes it possible to convert millions of users into customers thanks to a shopping feature with links that direct the user to a merchant site.
Brands can now address consumers wherever they are: on their phones, and most importantly, without an intermediary, their images are displayed between two messages and in the same square format. It is also a boon to the luxury industry, which is taking the opportunity to present itself with a more democratic image. "By posting content for free, they are open to everyone, destroying the image of snobbery that clings to her skin," said fashion historian Audrey Millet.
A true “money printing machine” for businesses, the app is also for the thousands of influencers, often young, who live off published photos and are sponsored by brands.
"They send me the product and I provide all the service around it: the photo shoot, the presentation … Brands no longer need to use an advertising agency. We take care of everything," explains Pauline Privez, 36, fashion and beauty influencer since 2009 to 140,000 subscribers.
Take a picture of your avocado toast and post it, immortalize your latte … The app has also settled into the hushed world of catering, shaking the lives of chefs and gourmets upside down.
Thirty-year-old Parisian Maëlle Bourras follows "about fifteen chefs", including the three-star Alain Passard (half a million subscribers) and the media Cyril Lignac (2.5 million subscribers). “Over the weekend I try to replicate some of their creations. It's free, open access and it allows me to deviate from the usual dishes, ”the young woman explains.
What about going to Croatia? Or take a walk along the rue Crémieux in Paris? Instagram is also the ideal showcase for tourist offices who rely on the app and Instagrammers to promote destinations.
Pauline Privez makes six to seven "sponsored trips" per year, "not counting the short press trips of 2 days". The influencer posts "stories" or posts to promote a destination.
No more travel guides, the young woman now relies solely on the platform: "I ask for recommendations from my community or search through geolocation tools."
During the big lockdown, the time spent on Instagram exploded, just like on other platforms. But after two months of photos of progress in yoga and other gastronomic prowess, the American movement Black Lives Matter ("black lives matter") has become essential on the platform, which until then has had a discreet activist and political dimension. got.
At the same time, the very young TikTok, who seemed to be the privilege of the youngest (the famous Generation Z), followers of entertainment, musical or parody videos, conquered a much larger audience. Its immense popularity threatens to dethrone Instagram, the kingdom of "millennials".