It wants to be an entertainment platform, where people can come and consume. And getting there means getting on every platform, in every country.
The Instagram rollout is both ambitious and risky. It could double its user base in a couple weeks with an Android release. Yet it holds back letting the anticipation do the marketing.
Instagram doesn’t want users to see it as a photo sharing service, just like Twitter doesn’t want people to think its a social network. Instagram wants to be the visual communications version of Twitter while scaling like Facebook.
How Instagram gets there in its deliberate slow pace leaves many doubting. Some people think that all Facebook has to do is develop its own filter based photo system and Instagram is dust.
But Instagram is about quality and workability. The UI is beautiful, the filters turn amateur into professional, and the platform doesn’t break.
One thing is certain. I’m never using Flickr again.