In a recent interview, Instagram co-founder Mike Krieger discussed the nuances of what made his invention a billion-dollar app: an intense focus on quick upload time, user friendly features, and, well, luck. When Instagram began adding sponsored photos into user feeds, uproar ensued: how dare this Facebook-owned company try to make money from my free app.
A similar denouncement was bellowed with Facebook’s monetization efforts. Sure, it has that ‘icky’ feeling—damn capitalists!—but it’s a business. Capitalization is part of the game. More and more, it’s happening on both sides of this equation. One continually emerging trend is the user-generated income streams couched in New Age psychobabble pretending to be something it patently is not.
Product placement was addressed early on Youtube. On Instagram it’s harder to detect given that it’s often disguised by neo-spiritual verbiage. Gaze at the endless barrage of yoga-inspired posturing and you’ll see no dearth in the growing spiritual capitalism movement.