It makes it easy to get advertising data, because Instagram can be reasonably sure that most of the time people are within Instagram proper, those people are seeing ads and making money for Instagram. Only when you're consuming it.īy keeping the app for scrolling (Instagram) and the apps for fiddling around (the rest) mostly separate, the company is also keeping 'things that make money' and 'things that don't make money' mostly separate. Instagram doesn't make any money while you're creating content. The more ads you see, the better for the advertisers, and the better for Instagram, which gets to charge advertisers more to appear there.īut here's the thing: Instagram only makes money when you're passively scrolling through your feed. You won't see ads when you're painstakingly fiddling with a collage (like you might do in Layout) or when you're editing together a Hyperlapse (as you do in, duh, Hyperlapse). Instagram makes its money through ads-those touts that people and brands pay money to inject into your feed. Instead, Instagram can just release new features as separate apps that feed Layouts, Hyperlapses, or Boomerangs back into regular Instagram. You might not be confused or scared or annoyed if you were to open Instagram to find a slew of new options, but some people might. It may not be a big risk, but it's still one that's not worth taking. The last thing Instagram-or its owner, Facebook-want is to lose any of those people with weird new options they don't understand. Play icon The triangle icon that indicates to play

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