Dear Instagram, it's not me, it's you.

12 December


Dear Instagram,

I remember when we first met. It was 2011, I think, or maybe 2012. You were a fun way to share photos with my friends and maybe the odd stranger who was interested in badly lit pictures of food and blurry selfies.

You were fun, I liked hanging out with you. Many a train journey was spent scrolling through your photos (mainly of cats).

As influencers, themes and curated feeds became a thing, my feed became more styled; pretty cups of coffee, "candid" outfit photos, perfectly styled flatlays galore.

I didn't have a problem with this evolution, I loved it. I enjoyed taking and editing photos, making them look pretty.

I started putting more effort in and adding hashtags and carefully thought out captions, and my following started to grow. My happiness didn't depend on likes, but I can't deny that I got a buzz from seeing 100 likes on a photo within an hour of posting it.

That was last winter.

Fast forward a year, and our relationship isn't doing so well.

I know, I know. Everyone is attacking you at the moment, and it's kind of boring. Algorithm this, engagement that. It must feel like people are ganging up on you.

But you know what, Insta? They have a point.

Firstly, every time I post a picture, I get around five new followers.

Awesome, right? Why would I complain about that? Well, they mostly have names like "GET MORE FOLLOWERS NOW" and "SOCIAL BO$$ MARKETING", which means that they're most likely going to unfollow me within a few days.

Or they have a normal name and profile, but they've already followed and unfollowed me multiple times and will also unfollow me pretty swiftly.

I'm not going to go into more detail about #botgate. But seriously, you must know that this is going on and be able to do something about it. I don't have this kind of problem with any of my other social media platform pals.

You've also become kind of needy. If I skip posting for a day or two, you punish me by showing my photos to less people, so I don't get as many likes.

Don't deny it, because I can see the difference in engagement when I use you regularly and and when I neglect you for a day. Ignoring me when I've upset you won't fix anything, you've got to talk about your feelings like an adult.

I do have a life outside of posting pictures of my outfits, you know? You've got to be less clingy, it really isn't attractive.

It doesn't make me want to spend time with you, it just makes me dread our interactions.

It's pretty disheartening to go from 200+ likes per post to mostly less than 100 over a year. I don't mind putting the effort in, but it has to be give and take.

And you know what? I think I'm kind of done with working on our relationship when you no longer give anything back.

Although our relationship is pretty much over, a tiny part of me hopes that you'll up your game and show me that you can change.

But for now, it's goodbye.

It's not me, it's you.

Lots of love,


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