For many brands, adapting to a visual social medium like Instagram has been simple: use it to evoke brand character, voice and purpose, all through the use of captivating imagery. But what about brands that are less easily definable by aesthetics alone? Fortunately for these brands, Instagram is dimensionalizing beyond photo aesthetics. The platform is continuing to expand its experience, evolving from its focus on photographic purity towards using imagery, photographic or otherwise, as utility— narrative, gaming, information, tools and retail.

1. SUBMISSION TO SXSW INTERACTIVE 2015
THE DE-BEAUTIFICATION OF INSTAGRAM

2. For many brands, adapting to a visual social medium like
Instagram has been simple: use it to evoke brand
character, voice and purpose, all through the use of
captivating imagery.

3. But what about brands that are less easily definable
by aesthetics alone?
Fortunately for these brands, Instagram is
dimensionalizing beyond photo-aesthetics.
The platform is continuing to expand its experience,
evolving from its focus on photographic purity towards
using imagery, photographic or otherwise, as
utility—narrative, gaming, information, tools and retail.

9. The Instagram platform, initially built on the premise of simple,
beautiful photography, may ultimately give imagery a greater
breadth of meaning: image as story, image as info, image as
retail and image as native advertising.
We will also provide fresh, imported blueberries.

10. Thank you.