On its 15th anniversary, Instagram launches the 'Anyways ...' campaign to help users, particularly Gen Z, express themselves creatively. New experimental features promote low-pressure posting rather than performance-driven content. Esh Ponnadurai, Head of Consumer Marketing, emphasizes returning to Instagram's roots of democratizing photography for everyone. Features like 'by posting' allow users to share without notifying followers, encouraging private self-evaluation. Another feature lets creators test videos with non-followers. The changes aim to foster a more authentic creative environment in response to evolving user behavior.
If you think about the genesis of Instagram, we sort of democratized photography and the art of photographers of the world. People who had great talent and creativity suddenly could find a platform and a community.
We thought it was a good time to get back to our roots and who we think we are. Instagram gives everyone the ability to express themselves creatively... This is sort of getting back to: here's what we do for the world.
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