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Home / Technology / Instagram’s big outage could have been quite costly for influencers

Instagram’s big outage could have been quite costly for influencers



Wednesday is usually the best day to post on Instagram for Chelsie Petras, an influential 27-year-old social media company based in New York.

Petras, who runs an Instagram account focused on wine called @chelloveswine, says he has the most commitment on Wednesday, probably due to the popularity of "Wine Wednesday", where users publish memes and photos related to wine.

But not this Wednesday. Facebook was hit by

a partial outage that affected users

from around the world that lasted over 20 hours. Even the other platforms, like Instagram, Messenger and WhatsApp, have encountered problems. Facebook has accused the interruption of a "change of the server configuration".

The influentials had to move quickly or lose money. Petras has moved a post on Instagram paid for a company, is a brand ambassador until Saturday. He couldn't do it before because he had other sponsored posts scheduled for Thursday and Friday.

"It was a pain," Petras said. "I had to modify my program and figure out how to incorporate this post again."

She was not the only one having to postpone paid posts. Marketing influencers such as Village Marketing, which links social media stars to offer brands, said they had to move hundreds of posts until Thursday. A similar platform called Activate said that brands had to delay campaigns or have influencers reinsert content.

It was an alarm bell for some users on how much power Instagram has.

"[It̵

7;s] a reminder of the importance of cultivating and maintaining influence on a variety of digital channels," said Lauren McGrath, VP of study and strategy at Activate. "If Instagram were to disappear tomorrow, as it did yesterday, it would be detrimental to an entire level of influencers who built and monetized their personal brands on the back of this unique platform."

The interruption became a cultural moment, with everyone, from celebrities to social media professionals, influencers, brands and average users who publish on rival products, including Twitter.

Andrew Clark, a Facebook editor at the Indianapolis Star, an Indiana-based news organization, used the publication's official Twitter account to solicit images of cute animals. Then he shared them in a story on the IndyStar website.

"Hi, it's IndyStar's social media, facebook is down, I'm bored, tweet some pictures of cute animals about me or something," wrote Clark

Even the actors Mindy Kalling and Lindsay Lohan had a weight.

Lindsay Lohan

tweeted

: "@instagram, please contact me", which also got an answer from Adam Mosseri.

wrote again:

"What's up?"

Some brands have taken advantage of the interruption to make fun of Facebook. Denny's tweeted: "Instagram and Facebook are down but Denny's is always open."

People have also complained in real life.

During a PR event Wednesday night for the Campari liqueur, the attendees I spoke to were in turmoil and kept Instagram up to date to see if it was backup (including me). But this did not stop the customers from posing at the two specially equipped photo booths to get a good shot on Instagram to post later (again guilty).

Even though it was down, people couldn't stop looking at the app. "I checked my phone 15 times knowing that Instagram was down," said Petras, the social media influencer.

Mercas participated in a media dinner with other social media characters and writers on Wednesday night, where he would generally add 10 posts to his story on Instagram.

"It was nice to be able to enjoy dinner without the pressure of the post," Petras said. "I almost felt like I had better conversations with winemakers and other influencers and freelance writers because I wasn't worried about publishing content for publication."

"Not having to touch my phone," he said, "it was really cool."

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