Article from Chase Jarvis Blog
NEWS: You might remember the well-known mobile phone app called Instagram made big news a few months back when it was acquired by Facebook (FB) for $1 billion. Instagram is back in the news today, especially…ahem…with creatives and photographers, with an update to its terms of service that will let the company sell users’ photos to other companies.
Users can’t opt out of the new provisions. The only way to avoid them is to delete your Instagram account.
This is a rather
ANALYSIS: Instagram is blowing it hard on both the WHAT (selling your images with no profit to you) and the HOW…by changing the ToC to gobble up your imagery bound to by using the service after allowing users to build up huge followings and large libraries of imagery. Lame sauce and an assault on your work.
Let’s call it what it is… this idea isn’t new, it’s just a super shitty way – the shittiest way – of going about monetization. In truth, I had plans to allow photographers to opt into a sales program as a source of income for photogs if they so desired back in 2009 when I launched Best Camera app, the first photo app to share images direct to social networks (top 20 App of 2009 – Wired, NYTimes, Macworld, etc), but there were key differences then…the same key differences that, if I were in charge of Instagram’s ToC (and what I had in my roadmap for Best Camera before it was derailed), the could be made a huge benefit for photographers. Here’s a different approach that would be acceptable
1. Make the program an opt in program. Check a box in your user settings that says “this image can be sold”, with some legal jargon, and have only those images be available in the marketplace. Make it image specific. For the people who want to manage that – who want to earn money – this won’t be a burden. For those who don’t want to play, it’ snot an issue.
2. Split the revenue with the photographer. As the creator, you should own the right to exploit the work you create. A simple rev share would generate tons of dough and be perceived as a win for photography, not an attack on it by a multi billion dollar company.
There are just two things that could have changed today’s news into a huge win instead of a f*&king disaster. And FWIW, there are 100 other ways to monetize their platform that could be a win for content creators instead of an assault. If they need help, Kevin (founder) if YOU need help sorting this out, just give me a ring. I’ll help.
I’m flattered that not so long ago Instagram was a lift and stamp copy of Best Camera. I had my reasons for letting BC go that way and I think they did a marvelous job of executing – waaaaay better than I ever could have done, especially without giving up my career as an artist. I love the results of what they’ve been able to build, almost flawlessly to date, a massive global community creating photos! But let’s face it. Instagram was a silicon valley startup on its second pivot (translation: tap into something hot right now and try to make it happen to get your investors money back…which they did). They saw market opportunity, not photography. The founders are nice guys (we have lots of the same friends) who certainly “like” photography, but they are not photographers, and they don’t have the sensitivities IMHO required to navigate the creators’ landscape (or if they have them, we have’t seen them…). I hope they can recover. For them, for you. I actually think they CAN recover. These guys are super smart and I’ll be in support of them if they can change and adapt to what the world wants – fair terms. But… For now, those of you on the platform better let them know that this isn’t cool.