Instagram made every effort to please the Kardashians and has thoroughly revised the comments section after complaining about it.
The reality TV stars – who together have half a billion Instagram followers – complain about the photo sharing app that their comments about each other’s photos were buried among their fans.
The Kardashians believed that their “ extra efforts ” to boost each other’s posts should get more attention, and Instagram agreed, a new book reveals.
The app’s engineers introduced algorithmic ordering in 2017, meaning the comments from anyone who was a verified celebrity seemed higher.
The claim No Filter: The Inside Story of Instagram, due out next week, shows Instagram has made changes to the app used by over a billion users on behalf of a handful of its biggest stars – not because the community wanted it.
Instagram has made changes to their app to cater to the Kardashians who were upset over the app’s comment section, a new book claims
The book claims that The Kardashians believed their ‘extra efforts’ to boost each other’s posts should get more attention and Instagram agreed
Bloomberg journalist Sarah Frier’s book also reveals that Taylor Swift also made changes after complaining about bullying.
Miley Cyrus was reassured when she complained of bullying LGBT youth by promoting her new album on Instagram and interviewing vulnerable teens – giving her free publicity and a PR coup.
No Filter charts the rise of Instagram from its 2010 launch by founders Kevin Systrom and Mike Krieger to its $ 1 billion acquisition by Facebook in 2012, which was considered an astronomical figure at the time.
From the beginning, Instagram was striving for creatives and artists to promote themselves as a luxury brand – the first paid advertisement was from designer Michael Kors.
Celebrities turned out to be another beast, and their initial interactions were challenging.
By 2011, Justin Bieber had already gathered 15 million Instagram followers, and his manager Scooter Braun thought he could “ get something out of Instagram, ” says No Filter.
Braun called Systrom while driving a car full of friends to Lake Tahoe, California, and told him, “I’m on the phone with Justin.”
The two made a pitch that was ‘let Bieber invest or pay him for his content or he would stop using Instagram’.
Systrom declined, Bieber followed up on his threat, but his then-girlfriend Selena Gomez ‘liked’ Instagram and kept posting to the point where he needed to reactivate his account.
Thanks to Bieber, using emojis on Instagram became so common that the staff called it “ emoji heaven. ”
By 2013, Instagram’s reach for celebrities had become a deliberate attempt to lure them away from YouTube and Twitter.
It started with a party in Los Angeles with Madonna’s manager Guy Oseary with the help of Ashton Kutcher, an early Instagram evangelist.
Charles Porch, the Facebook celebrity contact assigned to Instagram, offered free consultants to help the stars, but they resisted.
Kutcher tells the book that even though Instagram is now an integral part of a celebrity, it was “quite difficult to sell Hollywood why this would be valuable.”
He said that “it’s not great for an actor that people know who you are as a person” because it makes it harder to be a character. “
Thanks to Justin Bieber, using emojis on Instagram became so common that the staff called it “ emoji heaven. ”
In 2015, Miley Cyrus threatened to quit Instagram because it allowed bullying of LGBT youth, but she changed her tune after a marketing opportunity came her way
Things didn’t help because Systrom had no idea, like when a woman at the party asked what Instagram would do if her fans felt like they were being bullied.
Systrom said, “Then what are you doing?” It was Ariana Grande – who had 8 million followers on Instagram.
A huge Instagram milestone came when Channing Tatum agreed to post photos of his baby Everly on the app instead of selling them to a celebrity magazine.
Bloomberg journalist Sarah Frier explains the relationship of celebrities with the social networking app in her new book No Filter: The Inside Story of Instagram
It received over 200,000 likes and a lot of media attention – and showed celebrities that they could bypass the media to spread their message.
Gradually, the A-listers started to line up and sign up, and Instagram started bending the rules to accommodate them.
In 2015, Miley Cyrus threatened to quit Instagram because it allowed bullying of LGBT youth.
So Instagram sent Porch to him saying she could promote her new album and share portraits of vulnerable and transgender youth.
Cyrus’ frustration disappeared at the marketing opportunity and she continued to use the app.
Instagram was just as accommodating when Kylie Jenner got into a fight over her fat lips.
Fans did the ‘Kylie Jenner Lip Challenge’ where she sucked shot glasses dangerously to make them plump like hers.
Instagram suggested that Kylie interviewed Instagram users with body-related issues and that the fight immediately disappeared and was replaced by positive PR about her efforts to combat body shaming.
Taylor Swift was another celebrity for whom Instagram changed the rules after complaining of abuse by Kanye West fans.
West was dashed onstage at the 2009 VMA Awards when Swift received the Best Video award from a female artist and said Beyonce should have won it.
West then wrote in his 2016 song ‘Famous’ that ‘I made die b **** famous’, referring to Swift.
That day, Kim Kardashian tweeted on National Snake Day, “They’re on vacation for everyone, I mean everything these days,” followed by 37 snake emojis, a veiled reference to Swift.
In addition, Swift took advantage of fans of her ex-boyfriend Calvin Harris after revealing that she had helped write his hit with Rihanna ‘This Is What You Came For’.
Swift asked Instagram to stop comments like #taylorswiftisasnake and the many snakes photos posted to her account.
Systrom wanted to “massively remove all reptilian vandalism,” but others feared it would be too obvious.
Taylor Swift was another celebrity for whom Instagram changed the rules after complaining about abuse by Kanye West fans after their infamous VMA incident
Swift asked Instagram to stop comments like #taylorswiftisasnake and the many snake photos posted to her account after her split from Calvin Harris
An employee said that “you can’t make it a tool for a famous person without making it available to everyone.”
So that’s what they did and they brought in a tool to filter a specific keyword or emoji.
Instagram called Swift a “beta tester” for the product, but “protected the fact that she was suffering from the attack” and was the start of the process.
By 2017, the Kardashians were such a force on Instagram that they could be even bolder, and by then Kim had become the fifth person in the world to pass 100 million users.
No filter says the family followed a strict schedule of posting and commenting each other’s posts every day at 5:30 a.m.
In addition to drawing attention to each other’s Instagram accounts, it sent a signal to Instagram’s algorithm that every post was important.
The problem was that the public couldn’t see these messages because they kept disappearing under the constant stream of other people’s comments.
Instagram came up with a solution that went into effect in the spring of 2017: algorithmic ordering that posted celebrity comments, people close to the person posting, or anyone who was verified with a blue check mark at the top.
The book says they once again “changed the product for everyone based on the feedback from a few.”
No Filter goes into detail about how the Kardashians captured Instagram and reveals that they stole the Paris Hilton playbook and subsequently improved it.
In the 2000s, Kim Kardashian befriended Hilton and watched her build a reality TV empire and build a personal brand around photos.
Hilton manager, Jason Moore, would pay photographers to take pictures of her, then sell them to magazines and share the profits with Hilton.
The book details how the Kardashians captured Instagram and reveals that they stole the Paris Hilton playbook and subsequently improved it
Kim now has 164 million Instagram followers and is getting $ 1 million for a single post. Paris Hilton has 11 million followers
Moore “rejected” the idea that Instagram and YouTube used his videos and photos for free because “we were used to being paid hundreds of thousands of dollars per photo – why should we do it for free?”
But the Kardashians saw the bigger picture and realized they could get paid long-term for promoting things to their huge audience that they built and pollinated their social media accounts with their TV show.
Kris Jenner, the family triarch, calls it an “ instant audience ready to join the party. ”
Kim now has 164 million Instagram followers and is getting $ 1 million for a single post. Paris Hilton has 11 million followers – and is nowhere near as famous.
No Filter presents Facebook founder Mark Zuckerberg in a very unflattering light when he bought Instagram
Elsewhere No Filter presents Facebook founder Mark Zuckerberg in a deeply unflattering light.
When he bought Instagram, he promised Systrom that it would be independent, but he gave him a ‘reality check’ in 2014 and said they should allow more ads.
Zuckerberg presented Systrom with a graph of $ 1 billion in ad revenue and said he expected to achieve it.
The book says that while Systrom wanted to do things ‘in the best way’, Zuckerberg wanted to do things ‘better than anyone’.
The differences were evident when Zuckerberg invited Systrom on a ski vacation and Systrom used an app called Ski Tracks to show him the length of the descent and the slope.
Zuckerberg asked him, “Does it show your top speed?” – it did.
Zuckerberg said, “I’ll turn you down the next hill!” and left Systrom, who preferred backcountry skiing and enjoying the natural beauty, feeling “immediately uncomfortable”.
The book says Instagram employees felt cheated when the app was sold to Facebook for not getting anything while Systrom and Krieger got $ 400 million.
Reports at the time showed that each of the 13 Instagram employees was worth $ 77 million each, but in fact, some had to trade their Instagram shares for Facebook shares.
They hoped Systrom would give them $ 1 million each from his $ 400 million fortune, but he declined.
The book reveals that Ellen DeGeneres’ famous Oscar selfie in 2014 was completely premeditated
In one case, an employee was not allowed to take her dog to their new office on Facebook’s campus – and had to pay for a dog walker.
In another chapter, No Filter reveals that Ellen DeGeneres’ tweet at the 2014 Oscars was completely premeditated.
During rehearsal, DeGeneres saw a chair with Meryl Streep’s name on the third row and thought she should take her selfie with her.
Samsung executives heard her talk about this during the rehearsal and asked if she could do it with a Samsung phone instead of her iPhone.
On the morning of the Oscars, she was presented with a tray of Samsung options and the resulting Tweet was retweeted by over 3 million people – a new record at the time – and left Instagram and Facebook smoking.