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Instagram continues to perform strongly despite inconsistent brand identity

HANNA KAHLERT | June 30, 2021

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Over the last few months Instagram has done its best to capitalise on the latest social media success tactics, often at the cost of its own original user proposition. The photo-sharing app for friends now offers Reels, imitating TikTok’s success. It has rolled out an option to hide Likes, the iconic feature which has characterised social media as a whole since inception. And it now is introducing ‘suggested posts’ to users’ feeds, sorted by topics a profile states they are interested in – potentially putting these ahead of photos and videos shared by profiles they actually follow. Directly mimicking TikTok, this seems to diverge very little in practice from hashtags, which are its original discovery feature. Instead, it seems to want to emulate the usability which younger users are familiar with from TikTok, in order to entice them to increase their Instagram engagement.

Spotlight

goop.com

Goop is one of the rare places on the web where food, shopping, and mindfulness collide—where the ever-evolving intent is to make every choice count. We’re all resource strapped, so goop hopes to surface the very best experiences, recipes, products, and advice. Launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen, goop was originally conceived as a weekly e-mail newsletter. Its intent was two-fold: GP wanted a place to organize her unbiased travel recs, health-centric recipes, and shopping discoveries for friends, and she also wanted to get her own questions—about health, fitness, and the psyche—answered. Now, goop has become a place for GP to introduce some of the incredible experts who have mentored her throughout her life to a wider audience, and a place where readers can find suggestions about where to shop, eat, and stay from a trusted friend—not from an anonymous, crowd-sourced recommendation engine.

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Spotlight

goop.com

Goop is one of the rare places on the web where food, shopping, and mindfulness collide—where the ever-evolving intent is to make every choice count. We’re all resource strapped, so goop hopes to surface the very best experiences, recipes, products, and advice. Launched in the fall of 2008 out of Gwyneth Paltrow’s kitchen, goop was originally conceived as a weekly e-mail newsletter. Its intent was two-fold: GP wanted a place to organize her unbiased travel recs, health-centric recipes, and shopping discoveries for friends, and she also wanted to get her own questions—about health, fitness, and the psyche—answered. Now, goop has become a place for GP to introduce some of the incredible experts who have mentored her throughout her life to a wider audience, and a place where readers can find suggestions about where to shop, eat, and stay from a trusted friend—not from an anonymous, crowd-sourced recommendation engine.

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