Instagram changed its logo on Wednesday, and as with almost any significant change to a popular social network, the internet was split. Some loved it. Others disliked it. And the memes started flowing.

The Facebook-owned company moved on from its old-fashioned camera icon and embraced a new, minimalist design across its suite of products: Instagram,  Layout, Boomerang, and Hyperlapse.


The design changes swept throughout the Instagram app, too. In a blog post the company explained:

The simpler design puts more focus on your photos and videos without changing how you navigate the app.

The Instagram community has evolved over the past five years from a place to share filtered photos to so much more — a global community of interests sharing more than 80 million photos and videos every day. Our updated look reflects how vibrant and diverse your storytelling has become.


This update could signal the beginning of a period of rapid change as Instagram continues to shift towards its algorithmic timeline. And as such, it feels like this won’t be the last time Instagram sends the internet into meltdown in 2016.

But why do social networks feel the need to change their core functionality and design? And how do users react?

Let’s find out.

Why social networks change (and why we keep coming back)

When a social network shifts significantly – by using an algorithm to decide what content we see, or completely changing the design, for example – it’s essentially taking an element of control away from the users and changing the product we fell in love with. These type of changes tend to be met with some pushback.

But, often, these massive, sweeping changes are done with user interest in mind. For example, when Facebook first released the timeline, it wasn’t greeted warmly by some users, but now the timeline favors content from friends over brands, and it makes our Facebook feeds digestible. Without the algorithm, we could be shown up to 1,500 pieces of content on Facebook per day, meaning we’d likely miss important updates from close friends and family.

Why social networks need to change

A study by the Swiss Federal Institute of Technology looked into what factors can kill a social network. And they found that though networks like Friendster and Myspace had tens, and eventually, hundreds, of millions of registered users the bonds between users weren’t particularly strong. As such users felt a looser affiliation with the networks.

As networks grow, they become more cluttered and we begin to miss out on some of the most relevant content from our favorite accounts and closest friends. This is a problem for social networks.

When Instagram announced they were trialing an algorithmic timeline, they said that most users miss on average 70% of their feeds. And Instagram co-founder, Kevin Systrom explained“What this is about is making sure that the 30 percent you see is the best 30 percent possible.” 

By ensuring we see content from the 30% of accounts we have the closest affiliation to, Instagram can continue to grow and simultaneously keep the community feeling close-knit. Hopefully avoiding the same pitfalls that Friendster and Myspace fell into as they scaled.

What this means for brands

Brands are often the most affected by significant changes to social networks. Important updates often enhance user experience and lean towards showing content that from friends and family, rather than ads or branded content.

Significant shifts mean that brands need to adapt their strategies. As a network matures, brands usually won’t receive the same exposure as they do when the platform is growing towards the mainstream, at Buffer, we call this the Law of the Double-Peak:

What this shows is that when a social network is emerging and growing towards mainstream popularity, the key opportunity for brands tends to be organic reach. But once a network hits critical mass, organic reach drops and the key marketing opportunities tend to be through paid channels.

Networks transition from organic to paid for a couple of reasons:

  • Content overload: We touched on this a little above, but as networks grow our feeds become increasingly cluttered, making it hard for us to find the content that matters to us most. If advertisers want their content to appear next to important updates from those closest to us, then they’ll need to pay (and make their advert relevant).
  • The business is maturing: As startups grow, they need to start bringing in revenue, and most times, their most valuable resource is user eyeballs.

For brands and marketers, it’s essential to keep tabs on how networks are changing and evolving as they grow.

Why users keep coming back to social networks despite change

In 2014, researchers from Penn State and UC Irvine published a study on how users react to major changes on social networking sites.  The subject they chose was probably one of the most controversial social media updates we’ve seen: the Facebook timeline.

The researchers applied ‘coping theory’ to measure how users reacted to the change, and the study found that 78% of users initial reactions were focused on how they perceived the change to affect them personally.

Of the initial reactions, 64% showed some signs of stress, while only 20% saw the change as a positive. The number one cause of stress was loss of familiarity, closely followed by loss of control. “Facebook users generally were opposed to change and expressed a sense of loss because the new interface simply was not the old one that they were used to,” the study found.

So how did users cope with the change?

The study found that with social networks, we see ourselves as more than just users, “these Facebook users had a strong sense that they were the user community (not the products) of Facebook. Therefore, Facebook would fail without their continued use and customer loyalty.”

The majority of people surveyed in the study (64%) focused on trying to change the environment (asking Facebook to switch back to how it used to be), as opposed to trying to learn their way around the new Facebook Timeline.

Some users threatened to end their relationship with the social network, but ultimately, the study found that when left with only two available coping strategies: To accept it or to leave, the vast majority accepted the change and continued to use Facebook.

Since the Timeline rollout, Facebook has gone from strength to strength. And the same will happen to Instagram when its algorithm based feed launches later this year. Some users will embrace it; others will oppose it but very few will abandon it.

Over to you

Our favorite, apps, social networks and products are all going to change. Change is necessary for survival and innovation. Sometimes the change will sit well with us, overtimes it may not. But, as marketers, the key learning here is that we need to adapt to these changes if we want to continue to maximise the potential of social networks.

Very few users will leave a social network based on changes to design or functionality, and technology reporter, Mike Isaac, summed this up perfectly when discussing the new Instagram logo in the NY Times:

“This will all blow over, just like it always does with Facebook and Twitter. Instagram has hit critical mass. You may think neon is ugly, but I guarantee you’ll still be back using the app again tomorrow.”



How have changes to social networks affected you personally? Have you ever left a social network because of significant shift? How has your approach to marketing changed as platforms like Facebook have matured?

I’d love to hear your thoughts and experiences in the comments below.

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Written by Ash Read

Content crafter at Buffer. I’m fascinated by storytelling, entrepreneurship, and travel. When I’m not writing, you’ll usually find me on a football pitch or basketball court.

  • Not sure this article was about botany and seaweed… Maybe this one slipped past the spellchecker given that it’s not spelled wrong… just that I think you guys meant Psychology… Bummer when that happens!

    • I had to think – surely they did that on purpose so we’d look! But LOL 🙂

  • From marketing perspective, we are definitely living in the most exciting time. Everything is changing fast, not even weekly, but daily and hourly.

  • I respectfully disagree with your statement that “social networks change for their user’s best experience.” I paraphrased, I know.

    Let’s face it: social networks are being *constantly* pressured to make more money (or in the case of Twitter, make *some* money) for their shareholders! I don’t believe for a minute that any of these changes is to put the user first! That’s marketing hype! These are businesses, and like business everywhere, they are trying to increase revenues.

    The main problem I have is that — especially in the case of FaceBook — the companies themselves have and *abuse* the control, and they are certainly NOT transparent about the changes.

    Other companies are very transparent and they ethically advise impacted parties just how their changes will effect them (Amazon, Google, Apple).

    The other problem is that *they* tell you what you want to see, and what’s “important!” That might not bother most people — many of whom it seems have forgotten how to think for themselves — but I’ll make my own decisions about what is important to me, and I don’t need “my friends” telling me what to like!

    I know these companies are just making the most of our current societal climate — to do what’s best for their bottom line — but I don’t think any of their changes are anything but self-serving, certainly NOT concerned in the least with what their user-base cares about.

    I’ve posted here on Buffer many times, and I’m not a negative person (actually just the opposite), but I think your point of “improving for the best user experience” is misleading and naïve.

    • If you have a point to make I’d say make it. I certainly wouldn’t be shy about my opinion either so good that you brought that point up.

    • Not paraphrasing, and agree totally: “I don’t believe for a minute that any of these changes is to put the user first!”

      Who are they to decide what MY “best 30%” is?

  • Awesome insight into the psychology. I feel that the loss of familiarity and control are the main factors as well and people seldom think about the logistical changes. I remember hearing people say that 60-sec videos were the “end” of Instagram. Hardly a difference.

  • Marketing by Manipulation Vs Marketing by Cultivation; there’s a fine line. It has been on my mind lots lately and it is obvious, if we take the time to consider the full picture, that corporations like Facebook make decisions based first on the need of their shareholders. Users come second, we shouldn’t be fooled into believing any different. That’s the downside of our wonderful capitalist society.

    Advertisers pay them money therefore advertisers are their customers, they come first. Us users are, you could say, making it all possible. Pawns in the game.

    I think to say social networks are taking “an element” of control away from users is a very light take on the reality, which is they are actually taking full control in order to maximise their strength when it comes to selling advertising.

    Now, they actually have the full right to do that, after all they are a business, it’s their platform so they can do what they wish. But in my opinion they are in danger of taking things too far and disenfranchising users by putting advertisers first.

    Look at AdBlocker – 30 something percent of the web uses AdBlocker because they are tired of be manipulated by advertisers. In the social network advertising space AdBlocker can’t block adverts (to the best of my knowledge anyway) so they time is “right” for these networks to milk it.

    In the end users will have the final say. In the meantime Mark Elliot Zuckerberg et al will continue to make great money…. and some would say, continue to Zucker their users!

  • To be honest, I didn’t even notice! But when Facebook makes a change, I notice because I see the instant impact on things I do (more often then not detrimental impact which annoys me to no end). Generally as long as Im aware of the changes, the potential impact, and a ‘how to’ then I’m all good. Usually I play the ‘watch and see’ game.

  • I think there’s another question to be posed, strictly connected with the topic above: why all of us tend to build up our social media presence through an overload of connection, brands, groups… more and more than a person could make in an entire life? It’s impossible to give to each and every connection the same importance, the same affection. So… why damn we surround us of such useless connections, and then we complaint with a profit-making algorithm which tries to put a sort of order in our social-mess??

  • Change is guaranteed. How we handle is is all in our perception.

  • I do social media marketing training. Google+ is the network that has me the most frustrated. Their new layout is more confusing than before. What used to take 1 click, now takes several. It seems they did not have the non-techie end-user in mind. If G+ wasn’t so important for SEO, I’d skip it and not bother teaching it to business owners. It’s so obvious that a bunch of developers are redesigning G+ and not thinking at all about the end user. Ease of use is not a top priority.

  • Datascribe Digital Marketing

    Very informative article on social network. The graph clearly explains how the social networks grow and the reach between organic and paid. Facebook when changed the layout , it gave an option to compare between the old and new , that’s how we came to know the difference and Facebook made customer experience the change and those changes help everyone to move more technically and grow.

  • V. Sam

    in my sense, this post is relevant only to the public addicted of social media. As nowadays, people want to showcase themselves on instagram in a rich way so the ultimate change in instagram’s icon will surely affect them in some manner. People will need some time to adapt themselves to the changes. although, it has nothing to do with the functioning of this social platform.

  • V. Sam

    In my sense, this post is relevant only to the public addicted of social media. As nowadays, people want to showcase themselves on instagram in a rich way so the ultimate change in instagram’s icon will surely affect them in some manner. People will need some time to adapt themselves to the changes. although, it has nothing to do with the functioning of this social platform.

  • Omer C. Clskn

    Great article buddy. The more they mature, the fewer I post because we lose control about what they do with it (like who sees it etc). We(‘ll) shift when better products are(/will be) proposed to the user community. For now, and tomorrow unfortunately, we’ll continue using Facebook and Instagram for specific reasons; a lot of hot tchiks and good food out there ^_^

    About companies, obviously losing money out there. As an ad-addict (yes, I am), I sense a very bad allocation of advertisement, which simply means shitty algorithms. Let’s be honest, it’s really not worth paying for ads.