It’s been interesting lately with Instagram, right? It was barely six months ago that Facebook acquired Instagram, a phone-app that (at the time) had just added Android versions of their service along with the original, well-known iPhone offering. They were relatively quiet after the acquisition for a few months, up until now.
Instagram Introduces New, New Terms of Service
Last month, we received a component of the service we loved: account pages viewable via web browser. Until then, the app was strictly phone-only. Then last weekend, we learned the reason why Instagram was waiting to unveil more of their new developments.
Facebook/Instagram had been working behind the scenes to optimize…their potential cash-flow. They announced a new TOS that seemed to suggest that photos on the site could be sold by Instagram for commercial purposes. Widespread dissatisfaction ensured. Excerpts were posted on the service itself, on the usual tech outlets and have begun to make the rounds on popular blogs in our industry. Here are a few segments of the Instagram (should we call it Facetagram, or Instabook?) TOS users found most offensive include [paraphrased]:
- An explicit declaration that while content submitted to the service is owned by the user, content may be appropriated as viable marketplace product for Instagram.
- An assertion that users’ content and activity data will be used to target and populate ads directed toward users and said ads would not be marked as such. That’s right, ad-tricking, not tracking.
- An offering of recourse: accept the new TOS as stated, or leave Instagram. There is no privacy setting you can set to avoid any of these invasive, monetizing measures.
Instagram Is Beginning to Look A Lot Like Pinterest
As we all know, the backlash from that policy resulted in an apology to users and a change in the Pinterest terms of services. Recently they progressed on their path to monetization by introducing website verification and designated accounts for business users.
Facebook has a long history of peeling back the curtain on users’ privacy and addressing concerns afterward. It seems the publicly traded organization did not learn from the Pinterest TOS misstep. Instead of gradually adding in the monetization developments along with the enhancing the product for users, the company decided to follow their own development habits with their new acquisition.
TOS Today, Privacy Tomorrow?
This week’s Instagram melee has us all wondering one thing: where is Facebook going with this? Are they going to harvest the Instagram user base as it stands by pushing a full monetization agenda, or are they testing the waters, probing their user base for clues about how much privacy is acceptable to invade?
Tell us your predictions – we’re interested to know.
This entry was posted on Friday, December 21, 2012 and is filed under Social Media in Marketing.