Instagram's Design Shift

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Back in 2009, a developer named Kevin Systrom had an idea for an app called Burbn. Burbn’s original functionality was that of a mobile check-in app like Foursquare, which was very successful at the time.

Instead of competing head-on, the app opted to change its aim, rename to Instagram, and to focus on facilitating communication through images. Almost immediately, Instagram became a huge hit.

Two years later, Facebook came calling, and Instagram was devoured into the company that would eventually become Meta in an extremely smart business move.

Since then, Instagram has had the benefit of having the deep pockets of Meta, almost eliminating Snapchat from existence, and now making attempts to do the same thing to TikTok, amidst an app ban.

Then, we all know what happened last week. Instagram released its 4:5 grid layout and then announced Edits, a CapCut copycat. And TikTok was saved (hilariously, by the same person who first went after it, cough cough President Trump).

Here’s the thing though. This ain’t taking Stories from SnapChat. This is a different beast. And as much as I love Instagram (@uxcalibur, come give me a follow), I find it quite impossible for Instagram to capture the user experience that is TikTok.

TikTok is an app like no other. There is no true homescreen. Instead of making an effort to look for videos, TikTok gives their users a video, based on a carefully curated algorithm based on time spent on actual other videos. On the other hand, Instagram operates more like a traditional app, having the user scroll through a feed.

Being a new dad, there’s a concept that I find analogous to this — toys. When it comes to children’s toys, there are two types, active and passive. Active toys entertain. If a child presses a button, the toy goes into action and does all the work while the child sits and watches. A passive toy is the opposite. The child needs to be the one using his or her imagination to make the toy worthwhile.

The difference between TikTok and Instagram is within their functionalities, so it’s very hard for Instagram to become something that is more of an “active app” like TikTok.

TikTok’s value is its algorithm that learns video habits. The user doesn’t have to do anything. They just have to watch and be entertained. Yes, sharing is still involved, but videos are put at the forefront, leading to an inactive user being entertained without activity.

Instagram, on the other hand, was created for people to share photos. It’s no wonder why its initial growth came not from video, but from still images. It’s more compatible to a passive toy that requires the user to “add value” to it.

But only time will tell if I’m proven wrong.

Design Articles for the Week

Design Jobs for the Week

• Senior Product Designer - Consumer Growth at Uber (multiple)

• Sr. Manager UX Design at Venmo (CA)

• Assistant Professor, HCI and UX Design/Research at Pratt Institute (NY)

• Senior Production Designer at Code and Theory (US-remote)

• Content Designer at Meta (multiple)

Hi, I’m Jon, a UX and Product Designer from Brooklyn, New York. I write the Design Breadcrumbs newsletter to express my own thoughts on the design world, freelancing, and career advancement. Subscribe to get this news delivered to your inbox every week.