Skip to main content
Part of complete coverage from

Instagram users should wise up

By Douglas Rushkoff, Special to CNN
updated 8:13 AM EST, Thu December 20, 2012
STORY HIGHLIGHTS
  • Douglas Rushkoff: Instagram users need to consider meaning of free
  • He says by using the service, people accept the site's terms
  • Instagram's community feels that it helped create the service, he says
  • Rushkoff: Facebook paid $1 billion for Instagram and needs a return

Editor's note: Douglas Rushkoff writes a regular column for CNN.com. He is a media theorist and the author of "Program or Be Programmed: Ten Commands for a Digital Age" and "Life Inc: How Corporatism Conquered the World, and How We Can Take It Back." His forthcoming book is "Present Shock."

(CNN) -- I'm just as reactionary and just as outraged as the next Internet user when I learn that a service I've been using for free is going to start selling my information to market researchers or excerpting my posts and pictures for its clients' advertisements or charging me good money to communicate with an online cohort that might have taken me years to build.

Such is the case with Instagram, a free photo-sharing app for smart phones. Millions of people have downloaded the free app and have been busy taking and sharing photos of themselves and their fascinations.

Instagram has risen to the level of a Twitter as far as the culture around it is concerned. It has spawned a new visual language, a new etiquette of sharing and an outpouring of creativity in the form of contests, collaborative art exhibits and personal expression.

Douglas Rushkoff
Douglas Rushkoff

Instagram got so popular so fast that Facebook took notice and purchased the company for a billion dollars -- (yes, $1 billion) -- to bolster its own smart phone presence shortly before its IPO.

The problem with being bought for a billion dollars is that eventually you have to start showing the kinds of returns expected for a billion dollar company. That means either charging users for the service or, as in the case of Instagram, selling the users' data. Instagram plans to use the photos people upload in targeted ads -- much as Facebook now uses our friends' updates as the substance for advertisements called sponsored stories, as in: "John says: My Starbucks coffee tastes great today."

So now, presumably, John's picture of Starbucks will serve that same purpose -- creating a contextual advertisement. Instead of simply uploading and distributing our photos, we are working for the man.

Become a fan of CNNOpinion
Stay up to date on the latest opinion, analysis and conversations through social media. Join us at Facebook/CNNOpinion and follow us @CNNOpinion on Twitter. We welcome your ideas and comments.



Well, what did we expect? Did we think Instagram was just a couple of self-funded slackers trying to make the world a more photographic place? Simple though it may be, Instagram is also a massive platform of servers and storage.

There are people working there, coding the software, designing the interface, and figuring out how anyone gets to look at anything whenever they want to. They need to eat.

In a tactic now familiar to Facebook users, Instagram founder Kevin Systrom issued a blog post backtracking significantly from the original announcement and assured users that the company has no plans to use their photos in ads. But the damage has been done, and the Instagram community is on notice that they may not own the rights to the photos they upload.

Instagram revises terms
Can Instagram sell your photos?

If they had charged for the service from the get-go, Instagram would have likely had many fewer takers. Photo services from Yahoo's Flickr to Google's Picasa already existed. So instead of charging for their service, Instagram decided to get the biggest base of users it could, use its massive membership as leverage to sell itself, and then let the buyer (in this case Facebook) figure out how to make money. In essence, Instagram sold its users to Facebook. We were never the customers, we were the product.

So now that Facebook intends to cash in on its investment, it's a bit disingenuous for those of us using the free service to cry foul. We may be entitled to free Internet (though that's a topic for another column), but we are not entitled to free services. Unless, of course, we're willing to barter with something else, such as our consumer profiles or our photo streams.

What irks us, of course, is the sense that we've been betrayed. Instagram felt a little alternative, authentically bottom-up. It's a tiny piece of software, and if they had figured out a way for us to store our photos locally or to pay a small charge for server space exceeding some amount (as Flickr does), it could have stayed a rather noncommercial affair.

Moreover, Instagram's community, perhaps rightly, feels as though it was responsible for its own formation. Even though this community formed around a piece of commercial software, the relationships within it are real and the result of a significant investment of time and energy and trust. Now that those relationships have turned out to be commodities, many people feel exposed and cheated. No longer the users, but the used.

Sorry, but -- in a word -- tough. This is the way of the Internet: pay or, well, pay. Just as Facebook's users must come to grips with the fact that they can longer reach all their friends with an update unless they pay for "promotion," Instagram's users must reconcile themselves to the fact that their photographic creations are now grist for some advertiser's mill.

After all the time and energy put into one's profile or network or photo stream, the ground rules seem to change. And those rules seem to change just at the moment our investment and connections seem too large to make it worth jumping off to some other service, if one exists.

Yes, sometimes it's hard to learn just where in a company's business plan one fits. But let's hope these early experiences of investing in free stuff only to learn the true cost will make us more ready to think twice about when and how we wish to participate. For if we're not paying in money, we'll end up paying with something else.

Follow@CNNOpinion on Twitter

Join us at Facebook/CNNOpinion

The opinions expressed in thim commentary are soley those of Douglas Rushkoff.

ADVERTISEMENT
Part of complete coverage on
updated 6:10 PM EST, Mon November 24, 2014
If Obama thinks pushing out Hagel will be seen as the housecleaning many have eyed for his national security process, he'll be disappointed, says David Rothkopf.
updated 8:11 AM EST, Tue November 25, 2014
The decision by the St. Louis County prosecuting attorney to announce the Ferguson grand jury decision at night was dangerous, says Jeff Toobin.
updated 3:57 AM EST, Tue November 25, 2014
China's influence in Latin America is nothing new. Beijing has a voracious appetite for natural resources and deep pockets, says Frida Ghitis.
updated 4:51 PM EST, Mon November 24, 2014
Iranian President Hassan Rouhani speaks during a press conference in the capital Tehran on June 14, 2014.
The decision to extend the deadline for talks over Iran's nuclear program doesn't change Tehran's dubious history on the issue, writes Michael Rubin.
updated 2:25 PM EST, Fri November 21, 2014
Maria Cardona says Republicans should appreciate President Obama's executive action on immigration.
updated 7:44 AM EST, Fri November 21, 2014
Van Jones says the Hunger Games is a more sweeping critique of wealth inequality than Elizabeth Warren's speech.
updated 6:29 PM EST, Thu November 20, 2014
obama immigration
David Gergen: It's deeply troubling to grant legal safe haven to unauthorized immigrants by executive order.
updated 8:34 PM EST, Thu November 20, 2014
Charles Kaiser recalls a four-hour lunch that offered insight into the famed director's genius.
updated 3:12 PM EST, Thu November 20, 2014
The plan by President Obama to provide legal status to millions of undocumented adults living in the U.S. leaves Republicans in a political quandary.
updated 10:13 PM EST, Thu November 20, 2014
Despite criticism from those on the right, Obama's expected immigration plans won't make much difference to deportation numbers, says Ruben Navarette.
updated 8:21 PM EST, Thu November 20, 2014
As new information and accusers against Bill Cosby are brought to light, we are reminded of an unshakable feature of American life: rape culture.
updated 5:56 PM EST, Thu November 20, 2014
When black people protest against police violence in Ferguson, Missouri, they're thought of as a "mob."
updated 3:11 PM EST, Wed November 19, 2014
Lost in much of the coverage of ISIS brutality is how successful the group has been at attracting other groups, says Peter Bergen.
updated 8:45 AM EST, Wed November 19, 2014
Do recent developments mean that full legalization of pot is inevitable? Not necessarily, but one would hope so, says Jeffrey Miron.
updated 8:19 AM EST, Wed November 19, 2014
We don't know what Bill Cosby did or did not do, but these allegations should not be easily dismissed, says Leslie Morgan Steiner.
updated 10:19 AM EST, Wed November 19, 2014
Does Palestinian leader Mahmoud Abbas have the influence to bring stability to Jerusalem?
updated 12:59 PM EST, Wed November 19, 2014
Even though there are far fewer people being stopped, does continued use of "broken windows" strategy mean minorities are still the target of undue police enforcement?
updated 9:58 PM EST, Mon November 17, 2014
The truth is, we ran away from the best progressive persuasion voice in our times because the ghost of our country's original sin still haunts us, writes Cornell Belcher.
updated 4:41 PM EST, Tue November 18, 2014
Children living in the Syrian city of Aleppo watch the sky. Not for signs of winter's approach, although the cold winds are already blowing, but for barrel bombs.
updated 8:21 AM EST, Mon November 17, 2014
We're stuck in a kind of Middle East Bermuda Triangle where messy outcomes are more likely than neat solutions, says Aaron David Miller.
updated 7:16 AM EST, Mon November 17, 2014
In the midst of the fight against Islamist rebels seeking to turn the clock back, a Kurdish region in Syria has approved a law ordering equality for women. Take that, ISIS!
updated 11:07 PM EST, Sun November 16, 2014
Ruben Navarrette says President Obama would be justified in acting on his own to limit deportations
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT