Yeah, I’m not totally sold on this.

Today, Instagram has announced the launch of its latest global branding campaign, called ‘Yours to Make’, which aims to showcase the benefits of community connection in the app, and finding your people through shared interests and trends.

It’s certainly something.

As explained by Instagram:

“Yours to Make demonstrates how Instagram may help you discover more about who you are. As a result, identity is something that’s always being examined by young people. Whether you want to deepen your relationships with the people who important to you, find and experiment with new hobbies, or share your point of view, however imperfect that may be.”

That’s what I meant. I get what you mean now.

Instagram and the app’s inner workings are seen from an arthouse perspective in the campaign’s abstract imagery. It had the feel of a teaser for a drama film showing the soaring highs and terrifying lows of a person’s life, which is how it seemed to me.

Which, in all likelihood, is a more accurate assessment. On the other hand, Instagram has been shown to be a significant cause of anxiety and psychological harm, especially for younger users.

As part of its recent Facebook Files expose, The Wall Street Journal reported that:

32 percent of adolescent females stated that Instagram made them feel worse when they felt terrible about their bodies Teens attribute the rise in anxiety and sadness to the use of Instagram. This was a spontaneous and universal response.”

In the last three years, Facebook has commissioned or sponsored several studies, one of which found that 13% of British users and 6% of American users linked suicide ideation among teenagers to Instagram.

As a result, although the app has the potential to unite individuals from diverse backgrounds, it also has flaws. Unintentionally, it’s like that in this advertising clip: everything’s a little murky in the background, and you never know who’s actually keeping an eye on things from the shadows.

To me, this ad is odd because it illustrates Facebook’s ongoing problem of keeping up with the newest trends and events among young people.

This is why TikTok and Snapchat are gaining momentum despite Facebook’s efforts to kill them both: each app has much more cultural nous and connections to its user groups than Facebook has in any capacity and in any form across its family of platforms.

The three most popular social media platforms by far have the most people using them. But while Facebook, Instagram, and WhatsApp all have a large user base, they all have a low level of coolness. While Instagram once had that cool factor, Facebook has since sucked it out as part of its broader strategy, eliminating any uniqueness or originality the platform once had.

The fact that these applications are so popular has something to do with it as well. Because it isn’t unique to your demographic anymore, it will eventually lose part of its attraction for younger viewers, which has an effect on content trends, engagement levels, and so on.

That makes logical, and it may have contributed to the success of Snapchat in maintaining its reputation. So even though it’s tried desperately to stay up and remain at the cool table of social media, Facebook has consistently proven that it lacks it.

In spite of Facebook’s superior technological ability to create richer, more interesting content, Snapchat’s AR Lenses continue to dominate in this area. In terms of viral trends, TikTok is the frontrunner, with Instagram following close after and failing miserably. When it comes to cultural participation, nothing beats Twitter, where the witticism of the greatest tweets inspires new moments and movements of their own.

Facebook lacks that cultural component despite its economic acumen and desire. There are many possible explanations for this, but the fact remains that it is never present or taking the lead. Even when it makes an attempt to generate fresh buzz through marketing campaigns such as the one below.

So I guess you could say I’m not a fan and don’t see the point of this particular campaign. Instagram, on the other hand, describes it as “a celebration of the good that can come from interacting with groups and interests on Instagram. ”

Will this increase the number of people using the app and the number of individuals who download it? I’m stumped. Facebook’s strong suit seems to be usefulness rather than aesthetics.

A new ad campaign from Instagram, dubbed ‘Yours to Make,’ is now live in the United States and the United Kingdom, with other countries to follow later this year.