Instagram doubles down on Video, at the expense of the humble Photo?

With the rise of TikTok, Instagram (or is that Metagram?) appear to be doubling down on Video to regain traction with younger users.  They recently changed the Instagram app, so that now, when you record a short video in the app, Instagram will automatically post it as a Reel.

But there’s more…Learn about recent changes in this article by Mosh.

But what about Instagram’s reason for existence, Photography? Will the humble Photo become a second rate citizen on Instagram?

This brings to mind an interview by CityNationPlace I read recently, with Per Grankvist, Chief Storyteller for a government-funded initiative, Viable Cities in Sweden.

Per made a pertinent observation about use of photography vs video in story telling, which really stood out for me.

They have consciously decided to use documentary photography vs film/video for place branding, destination marketing, for story telling.

“… everything we do is documentary photography. A film offers too much information, and you don’t have time to think for yourself. Plus, films always have cuts, so you already know that it’s fake. ..”

And you know what I agree, a video fills in all the gaps whereas a photo leaves room for the imagination, it leaves room for wanting more, for inviting investigation, for maybe visiting that place to see for yourself.

In the rush to video - it’s food for thought.

Happy branding :)