Instagram's Kevin Weil doesn't worry about Snapchat | Disrupt NY 2017

TL;DR

Good ideas spread across the whole tech industry, so Instagram sees no shame in adopting formats like Stories that another app pioneered. What matters is not the format but the full product, and building each feature with craft so it feels native. Kevin Weil argues solving the user's problem justifies the approach.

Transcript

you were formerly the VP of product at Twitter which is notorious for not launching many products being very slow about it now you're the VP at Instagram where you seem to be launching stuff all the time how has that changed your job and maybe made it harder uh we've been having a great time actually it's uh I've been at Instagram about 15 months n... Read More

Key Insights

• Instagram's mission is to strengthen relationships with the people you care most about, which frames every product decision, from Stories to face filters to live video, around helping users share and stay close to friends.
• Stories exists as a pressure release valve because Instagram's feed evolved into a highlights reel, where the pressure to collect likes discouraged people from posting the ordinary in-between moments of their daily lives.
• Face filters were launched because they are an expected part of a modern camera, especially for younger users, and people had been asking Instagram for them since the earliest days of the product.
• Instagram differentiates its filters through craft and attention to detail, such as a koala filter whose ears twitch lifelike or a spotlight that follows you around the scene, so filters feel native rather than cloned.
• Good ideas start in one place and spread across the entire industry, which Weil argues is how all industries work, citing hashtags spreading from Twitter and the mobile feed spreading from Facebook.
• A format alone does not define a product; the plot, storyline, and entire experience do, so Instagram's value comes from feed, Stories, Direct, and live working together rather than any single copied feature.
• Weil credits Snapchat for pioneering the Stories format, echoing CEO Kevin Systrom's remark that they deserve the credit, while maintaining that adopting a useful format widely benefits everyone.
• Instagram made Stories its own from day one by integrating with Direct, adding at-mentions and hashtags, and introducing formats like Boomerang and reverse video, positioning these as natural extensions of the format.

Questions & Answers

Q: Why did Instagram launch face filters?

Instagram launched face filters because they had become an expected part of a modern camera, particularly among younger users, and people had been asking for them since the product's earliest days. Kevin Weil frames the launch as fulfilling a long-standing community request, releasing an initial set of filters that rolled out to users live during the interview, alongside other Stories improvements like reverse video and creative tools.

Q: How does Instagram justify copying features from Snapchat?

Weil argues that good ideas start in one place and spread across the entire tech industry, which he says is simply how all industries work. He points to hashtags spreading from Twitter and the mobile feed spreading from Facebook as precedents. Rather than avoiding a good idea because someone else did it first, Instagram focuses on solving the user's underlying problem, and considers wide adoption of a useful format a benefit to everyone.

Q: What makes Instagram's face filters different from Snapchat's?

Weil emphasizes craft and attention to detail in every filter as the differentiator. He cites a koala filter whose ears twitch in a lifelike way as the animal moves, and another filter with a spotlight that follows you as you move around the scene. These small flourishes are meant to make the filters feel natural and native to Instagram rather than a straight clone of a competitor's feature.

Q: Why did Instagram create Stories?

Instagram created Stories as a pressure release valve. As the community grew, the main feed evolved into a place for highlights, where the pressure of collecting likes and social norms discouraged people from posting ordinary moments. Stories, being ephemeral and offering only private feedback rather than public feedback, made people comfortable sharing the raw, everyday moments in between their highlights, capturing more of their real lives.

Q: What is Instagram's mission according to Kevin Weil?

According to Kevin Weil, Instagram's mission is to strengthen relationships with the people you care most about. This mission frames every product decision. He explains that feed, Stories, Direct, and live video each serve this goal in different ways, letting users share highlights, raw daily moments, private messages, and real-time experiences respectively, so the community can feel closer to friends, brands, and public figures they follow.

Q: How does Weil respond to the idea that copying is dishonorable?

Weil declines to frame the discussion around honor, saying it is not a word he would ascribe to it. Instead, he redirects to problem-solving: Instagram is focused on making a product that helps people share their lives and grow closer to those who matter most. He argues that Stories, live, and Direct are all ways to solve that problem, and that the team is proud of the full product it has built.

Q: What does Weil mean when he says this is how the tech industry works?

Weil means that good ideas originate in one place and then spread across the industry because they fulfill genuine user needs. He considers it silly to avoid a good idea just because a competitor introduced it first. He supports this with examples of formats becoming widely adopted, such as hashtags moving beyond Twitter and the feed becoming standard across mobile apps, arguing everyone is better off as a result.

Q: How did Instagram make Stories its own?

Weil says Instagram made Stories its own from day one rather than simply recreating another app's feature. Instagram integrated Stories with Direct, brought at-mentions to the format, added hashtag tagging, and introduced the ability to move backward and forward through content. It also added new video formats such as Boomerang. Weil frames these as natural extensions of the format that fit Instagram's broader product and its focus on comfortable sharing.

Summary

In this video, the former VP of Product at Twitter and current VP at Instagram talks about the changes in his job and the continuous launch of new features at Instagram. He discusses the recent launch of Instagram face filters and how they put their own spin on them. He also addresses the issue of copying features from Snapchat and the importance of focusing on solving problems for the Instagram community. The video also touches on the growth and success of Instagram stories, the impact on Snapchat, the significance of location features, the introduction of an algorithmic feed, and the level of independence Instagram maintains within Facebook.

Questions & Answers

Q: How has your job changed since moving from Twitter to Instagram?

At Instagram, it has been a fantastic experience building products for a community of over 700 million people. The scale and impact of Instagram's product launches have made my job more exciting and fulfilling.

Q: What is the new feature that was recently launched on Instagram?

Instagram just launched face filters, which are similar to Snapchat's filters. These filters add a fun and creative element to Instagram, allowing users to add unique effects to their photos and videos.

Q: How did Instagram put its own spin on the face filters?

Instagram wanted to ensure that the face filters felt natural to the platform. They paid attention to every detail and added unique touches to each filter. For example, the Koala filter mimics the lifelike movements of a koala's ears, creating a more authentic experience.

Q: How does Instagram differentiate itself from Snapchat with face filters?

Instagram focuses on building a cohesive product that includes a variety of features like the feed, stories, live streaming, and direct messaging. While Snapchat was the first to introduce stories, Instagram has made it their own by integrating it with other features and constantly improving the overall user experience.

Q: Is it honorable to copy another product?

Honorable might not be the right word, but it's common for good ideas to start in one place and spread across the industry. The important thing is to focus on solving problems for users, and if a feature aligns with that goal, it can be adopted by different platforms.

Q: Did employees express any concern about copying Snapchat?

At Instagram, the focus is on solving problems and making the product better for users. The team is driven by a mission to create a platform where people feel comfortable sharing all the moments of their lives. As long as the features serve this purpose, employees see them as valuable additions to the product.

Q: Has the algorithmic feed been successful for Instagram?

Yes, the algorithmic feed has been a significant improvement. It ensures that users see the most relevant content from the people and brands they care about. The algorithm has increased engagement and made the overall Instagram experience more personalized.

Q: Is location becoming more important for Instagram?

Instagram has always recognized the value of location through its location pages. The introduction of location stickers and the ability to view stories from a specific location are indications that Instagram is exploring ways to utilize location data further. It provides additional opportunities to showcase relevant content to users.

Q: How does Instagram maintain its independence within Facebook?

Instagram benefits from being a part of Facebook by leveraging its technology, infrastructure, and global reach. However, Instagram still has a level of autonomy in determining its roadmap and building the product that best suits its community's needs. This collaboration allows Instagram to move faster and bring cutting-edge features to its users.

Q: Are there any disadvantages to copying instead of creating something original?

The focus should always be on solving problems and addressing user needs. If a feature already exists and serves those purposes, there is value in incorporating it rather than reinventing the wheel. Instagram ensures that any features it adopts are integrated seamlessly into the overall product experience. The goal is to provide a platform where users feel comfortable sharing all aspects of their lives.

Takeaways

Instagram has shifted from being a platform where users only posted their best moments to being a place where they can share more authentic and everyday experiences through stories. The continuous launch of new features, such as face filters, location stories, and an algorithmic feed, has made Instagram a more dynamic and engaging platform. By focusing on solving problems for its community and maintaining its independence within Facebook, Instagram remains committed to providing a valuable and personalized experience for its users.

Summary & Key Takeaways

• Kevin Weil, Instagram's VP of Product, contrasts his fast-shipping role at Instagram with his slower prior tenure at Twitter. He describes a company of several hundred people serving a community of hundreds of millions, and frames Instagram's mission as strengthening relationships with the people users care about most.

• Instagram launched its first set of face filters live during the interview, alongside reverse video, hashtag tagging in Stories, and creative tools like an eraser. Weil stresses that craft details, such as lifelike twitching koala ears and a following spotlight, make the filters feel native to Instagram rather than a plain Snapchat clone.

• Addressing accusations of copying, Weil argues good ideas naturally spread across the tech industry, citing hashtags and feeds as examples. He insists the full product matters more than any single format, says Stories relieves the pressure of the highlight-focused feed, and maintains that solving the user's problem justifies the approach.