The key difference is that tagging will now create an archive of
photos that can be viewed on any user's profile -- provided they've
granted permission for them to appear there. Wary of the blowback
Facebook has been subject to over the years because of party photos
inadvertently becoming visible to parents and prospective
employers, Instagram has built controls into "Photos of You" that
let users manually choose which tagged photos will be visible to
By adding the Facebook-like convenience of being able to peruse
every photo of people of interest in one place, Instagram hopes it
can prompt even more engagement among its already fervent fan base.
Photo tagging also results in more notifications that could oblige
people to open the app more frequently.
For brands who are already active on Instagram, the new feature
could help drive follower counts and foster more personal
connections with fans. For example, Nike could tag photos with
sponsored athletes like LeBron James (who has 2.3 million
followers), which could increase user engagement. And brands that
urge users to submit photos of their products through contests can
now dangle the carrot of adding the best submissions to their
profiles, where those photos would get more exposure.
User growth remains the priority for Instagram, which currently
has no ad products. That hasn't stopped celebrities like Nicole
Richie and Mr. James from using their accounts to promote their sponsors, but
Instagram isn't seeing a dime of the celebrities' earnings.
Noting that Instagram has 100 million monthly active users,
Facebook CEO Mark Zuckerberg said on Wednesday's earnings call that big
brands have approached Instagram about advertising, but the time
"They're really doing well and growing quickly, and that is the
right focus for them," he said.
Introducing Photos of
You from Instagram on