#Foodporn, #nofilter and #TBT: Known to the general public over a decade ago, Instagram has changed its way into the daily lives of one billion people, changing the way we eat, travel and consume. On October 6, 2010, two Americans, Kevin Systrom and Mike Krieger, launched Instagram as a social network dedicated to photo sharing. Novelty? The app offered filters to adjust brightness, contrast and color to create the perfect picture in an instant. It was an immediate success. The app was purchased by Facebook two years after its launch, and by that time it had become the world’s most popular platform for uploading endless streams of selfies. People on exhibitions, dinners, public transport or on vacation, every corner had become the backdrop of capturing a self-portrait for public consumption. “We have entered the era of internet internet reality, where one can only exist through what we publish on social networks. I am taking a selfie, so I am, ”said Michael Stora, psychologist and president of the French Research Collective Observatory of Digital Worlds in Humanities (OMNSH). Ten years before its launch, Instagram has gone far beyond selfies, as it redefines “experiences” and blurs the lines between reality and one’s attention from a personal brand.
– Virtual Storefront –
The app has become the preferred platform for luxury brands, especially fast fashion labels who have developed powerful digital marketing strategies to attract millions of users to the platform. A shopping function introduced last year has transformed Instagram into an e-commerce site, allowing companies to use their profiles as virtual storefronts to allow users to shop and pay at any time, leaving the app. It has also started countless careers of digital “influencers” who churn out daily content for their loyal followers, endorsement deals along the way. “They send me the product and I provide service around it … The brand no longer needs to call an advertising agency. We take care of everything,” said Pauline Prevez, since 2009 The 36-year-old fashion and beauty influencer. Instagram has made luxury brands more accessible as they are able to interact daily with users through their own accounts, said the fashion historian Audrey Millet. “Publishing independently By content they open up to everyone, shedding the image of the snowbowries that have been attached to them, ”Millet said.
– a tour guide –
The application has also revolutionized the dining experience. To attract new customers, restaurateurs can carefully view their cuisine’s carefully staged photos or their sweet scenes. It is also possible to reserve tables directly in some restaurants through the application. Instagram has become a place to search for inspiration in the kitchen, where anyone can use the recipes of famous chefs who have invested heavily on the stage, such as Jamie Oliver, who is followed by 8.3 million people And posts new recipes everyday. Mélle Bouras, a Parisian-in-30s, follows “15 chefs”, including Ellen Passard, who has half a million customers, and Cyril Lignac, who has 2.5 million. “Over the weekend I try to reproduce some of his works. It is free and accessible, and allows me to distinguish it from common dishes, ”said Baurus.
Others use Instagram to select their next holiday, and tourist offices rely too much on content creators to promote their destination. Digital influencers such as Prevez published their “experiences” and in return were paid in addition to free visits. Prevez, who has 140,000 subscribers, makes six and seven “sponsored trips” per year, “not counting two-day press trips”, he said. Around the world, museums and pop-up “experiences” are offering visitors fully interactive installations to take selfies and post them on Instagram and other social media platforms.
– Straining for Perfection
Not all social media celebrities are in it for the money. Dr. for his 107,000 followers. Sylvain Howini, known as Shava Vet, poses with animals in hundreds of photographs from locations around the world, so that others “landscapes or locations are still little known”. Psychologist Stora said the incomparable discovery of Instagram “Like” has made the platform addictive for some people, and can have devastating effects, especially for young people. He said that Instagram gives teenagers a false feeling of reality and pressure to perfection “that they can’t live”. Influencers can also feel pressure. “I’m forced to live with it for my professional life, but in my personal life, I’m becoming more isolated from it,” Prevez said.
(This story has been published from a wire agency feed without textual modifications. Only the title has been changed.)
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