With a big shiny new office that reflects their identity, Instagram are making a declaration that they have finally moved into the big leagues. /Christophe Wu /InstagramNow boasting an active user base of 500 million, Instagram have perhaps earned a little room to breathe.
Until recently, its team has been camped out at the Menlo Park HQ of Instagram’s owners, Facebook. Times have changed however and since 2012, when Instagram was bought out for US$1 billion by the social media giant, the team’s size has grown from 13 to more than 400 employees. The new office is a three storey building which reflects the team’s requirements by upping their available space from 45,000 square feet to 65,000.
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The improvements aren’t just a matter of function, Instagram partnered with design firm Gensler to make a space that represents the company and its values. According to an Instagram spokeswoman the goal was to make it feel “like a 3D version of the app. ” This means that in addition to the library, cafeteria, and an on-site Blue Bottle Coffee shop there are many additions that give you a real sense of location.
/Christophe Wu /Instagram
“You want to feel like you arrived at Instagram,”Instagram creative director Ian Spalter explained to Wired. “Instagram isn’t just a big logo or app icon, it’s the content. ” This is apparent from simply entering the lobby where curated images from users are displayed in slideshows on multiple screens. Across the whole building this idea is continued, with themes of cool white and pale wood splashed with the colour of user images.
/Christophe Wu / Instagram
Also built into the office space is a photo creation area. Designed by a Hollywood set designer, the area depicts different sky views, complete with clouds. While the rest of the building expresses the idea that Instagram is a blank slate for people’s dazzling images, this specific area celebrates the wonder of creativity itself.
As well as focusing on Instagram’s own identity, the decision create an entirely new office space for Instagram also stems from a troubling issue with the perception of Facebook among younger users. According to studies, younger people are continuing to associate Facebook with the older generation, a place where they are likely to encounter parents and grandparents. Instagram on the other hand has seen continued growth and appreciation among young users. The potential of its ad revenue alone is a clear signifier of the value in maintaining a brand of their own.
For example, Fortune recently reported a Credit Suisse estimate that “Instagram sold $730 million in ads during the final three months of 2015, and has projected US$3. 2 billion in revenue for this year. ” The projected result of this is that Instagram will have US$5. 3 billion in sales by 2017.
/Christophe Wu /Instagram
Though Facebook as a whole brought in US$22. 37 billion this year in sales, there have been noted issues with marketers who are not as confident as they once were that their money is well spent on the platform. A recent admission by Facebook said that video metrics (a major part of Facebook advertising) were overestimated by a shocking 80%. This is especially worrying since the site has made a massive push towards video content in general. To preserve its own rise in advertising profits and reputation, Instagram would indeed be wise to make clear the difference between the two brands. This physical move may just help that.
So what do you think of Instagram’s new digs? Tell us on Facebook, Twitter and in the comments below.
/Christophe Wu /Instagram
Cover Image: Christophe Wu /Instagram
. digitalrev.com2016-10-11 03:00