Brands, It’s Time to Update the Instagram Icon.
Instagram unveiled a new identity in May 2016. Instagram grew by 10 million users in just one year upon launch and now boasts 800 million monthly active users. Instagram Stories surpassed Snapchat with 300 million users, while Snapchat ended the third quarter of 2017 with 178 million users. And Instagram continues to be widely popular, moving to the number five spot in downloads for 2017 in Apple’s App Store.
It’s been nearly two years since Instagram refreshed their identity — bringing Instagram’s Layout, Boomerang, and Hyperlapse — into a cohesive brand family. The gradient is vibrant, more energetic, and forward-thinking. We’ve accepted the change. The new app icon is so ingrained in our minds that the old icon feels exactly that: old.
Beyond that, I’m surprised how many brands are still using the old glyph icon (see hero image on recently purchased Kombucha). The new glyph icon in its simplest one-color flat design form is distinctively lighter and more streamlined when compared side-by-side.
What brands fail to recognize is small changes matter. Even when the change is as simple as updating an icon. Neglecting to update an icon for a powerhouse social media platform discredits your brand. You may be thinking, it’s an icon; what’s the big deal? Consider how frequently we update mobile apps that deliver new features and better experiences. Laying eyes on packaging or a website footer with the old glyph icon subtly drives home the idea that it’s a brand that’s not up-to-date — essentially, apathetic.
A glance is the currency of today. Especially when driving engagement through social media platforms like Instagram, which is the top platform for audience engagement when compared to all other social networking platforms. So give your brand and Instagram the respect it deserves. Your audience will notice, and reflects a brand that adapts and respects change.
But before you update, be sure and read Instagram’s guidelines to learn how to properly use their brand assets.
