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 4:47 PM EDT, Fri April 18, 2014
Jim Bell says NASA's latest discovery support the notion that habitable worlds are probably common in the galaxy.
updated 2:17 PM EDT, Fri April 18, 2014
Jay Parini says even the Gospels skip the actual Resurrection and are sketchy on the appearances that followed.
updated 1:52 PM EDT, Fri April 18, 2014
Graham Allison says if an unchecked and emboldened Russia foments conflict in a nation like Latvia, a NATO member, the West would have to defend it.
updated 9:11 AM EDT, Fri April 18, 2014
John Sutter: Bad news, guys -- the pangolin we adopted is missing.
updated 1:10 PM EDT, Sat April 19, 2014
Ben Wildavsky says we need a better way to determine whether colleges are turning out graduates with superior education and abilities.
updated 6:26 AM EDT, Fri April 18, 2014
Charles Maclin, program manager working on the search and recovery of Malaysia Flight 370, explains how it works.
updated 8:50 AM EDT, Fri April 18, 2014
Jill Koyama says Michael Bloomberg is right to tackle gun violence, but we need to go beyond piecemeal state legislation.
updated 2:45 PM EDT, Thu April 17, 2014
Michael Bloomberg and Shannon Watts say Americans are ready for sensible gun laws, but politicians are cowed by the NRA. Everytown for Gun Safety will prove the NRA is not that powerful.
updated 9:28 AM EDT, Thu April 17, 2014
Ruben Navarrette says Steve Israel is right: Some Republicans encourage anti-Latino prejudice. But that kind of bias is not limited to the GOP.
updated 7:23 PM EDT, Wed April 16, 2014
Peggy Drexler counts the ways Phyllis Schlafly's argument that lower pay for women helps them nab a husband is ridiculous.
updated 12:42 PM EDT, Wed April 16, 2014
Rick McGahey says Rep. Paul Ryan is signaling his presidential ambitions by appealing to hard core Republican values
updated 11:39 AM EDT, Wed April 16, 2014
Paul Saffo says current Google Glasses are doomed to become eBay collectibles, but they are only the leading edge of a surge in wearable tech that will change our lives
updated 2:49 PM EDT, Tue April 15, 2014
Kathleen Blee says the KKK and white power or neo-Nazi groups give haters the purpose and urgency to use violence.
updated 7:56 AM EDT, Wed April 16, 2014
Sen. Sheldon Whitehouse and Rep. Henry Waxman say read deep, and you'll see the federal Keystone pipeline report spells out the pipeline is bad news
updated 7:53 AM EDT, Wed April 16, 2014
Frida Ghitis says President Obama needs to stop making empty threats against Russia and consider other options
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT
ADVERTISEMENT