If the app didn’t begin as something very revolutionary, people now would think that Instagram has one goal all along: to be a Frankensteinian app that would rule all visual platforms. And before I even finish this paragraph, it’s already happening.

Following a number of unabashed duplicates of features from other visual platforms including Snapchat, Instagram is rolling out a feature that looks an awful lot like Pinterest.

The update enables users to create multiple collections of posts they saved. Saving posts had been active since December, a feature that, at least makes perfect sense for Instagram. It has always been a very visual platform, and having a stream of posts that inspire you creatively is a sensible feature to add to their roster. Grouping it a la Pinterest adds another layer to the feature, although given Instagram’s rough history, pushing a well-meant feature like this one feels suspiciously more of a rip-off.

Here’s why I think it’s not. For now, the collections are private. You cannot follow other people’s board, and that, I think speaks to Instagram’s intentions. For now.


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