Instagram sees its future as a rival to Amazon rather than as an entertainment network.
The social media platform has introduced a bevy of changes over the last couple of years as it has become the most popular network for younger consumers. It introduced IGTV and copied features from rival Snapchat as it worked to take up more and more consumer attention.
However, ads might not be the future for social media.
Instagram’s parent company, Facebook, recently announced a new focus for its operations that might drive the network away from ads and into direct sales. If CEO Mark Zuckerberg stays true to his plan to focus on privacy and creating smaller communities, social media platforms might start to look a lot more like an online marketplace.
Users will still be able to find their favorite brands on social media channels, but brand managers will have a much harder time broadcasting their various messages to new audiences.
Instagram is introducing features that will help brand managers make the most of this sea change.