The app’s original purpose has been lost in the era of “performance” media.
Earlier this fall, while riding the subway, I overheard two friends doing some reconnaissance ahead of a party. They were young and cool—intimidatingly so, dressed in the requisite New York all black, with a dash of Y2K revival—and trying to figure out how to find a mutual acquaintance online.
“Does she have Instagram?” one asked, before adding with a laugh: “Does anybody?”
“I don’t even have it on my phone anymore,” the other confessed.
Even just a couple of years ago, it would have been unheard-of for these 20-something New Yorkers to shrug off Instagram—a sanctimonious lifestyle choice people would have regretted starting a conversation about at that party they were headed to. But now it’s not so surprising at all. To scroll through Instagram today is to parse a series of sponsored posts from brands, recommended Reels from people you don’t follow, and the occasional picture from a friend that’s finally surfaced after being posted several days ago. It’s not what it used to be.