Instagram Looks Stale to Balmain Designer, Olivier Rousteing

   Besides being known for his ecclectic creative direction at French couture house, Balmain, Olivier Rousteing is also known for his pioneered use of Instagram to sell high fashion. But now, he's started voicing his disappointment in the depreciation of the raw, authenticity the photo sharing app once offered. “Five years ago, there was an authenticity, where no one was paid to post a product. Everybody was posting what they believe in,” Mr. Rousteing said in an interview.
With this philosophy, Rousteing was able to give his followers an unfiltered look into how the rich and famous live and dress. Through his personal relationships with celebrities such as the Kardashians and Rihanna, he made exclusivity the face of his brand. 

Eva Chen, Instagram's fashion designer, claims the social media network is not to blame - it is the way fashion labels are now trying to maximize their exposure through staged, polished photos and ads. According to her, its the blurry photos from behind the scenes that do best when it comes to engaging users. “The fashion industry has been invested in making hyper-produced content and controlling everything,” she said. “What does well on Instagram are the outtakes.”

   While the app might seem to lack authenticity, Balmain has been able to cut its spending on advertisement down to only 15% of its budget. And next year, according to Balmain chief executive Massimo Piombini, it will be down to 0%. As a result of their use of this sort of free marketing, their revenue increased from $62 million five years ago to $182 million this year. As for other brands such as Prada, they are still taking full advantage of Instagram, and don't necessarily believe Instagram is losing steam - as long as you play it right. “It is one of the best channels to reach customers,” said Stefano Cantino, strategic marketing director at Prada. “It’s true that it is more commercial, but I think it is still very authentic. Of course, you still have to be careful with your posts.” Now Rousteing is beginning to collaborate with rival, Snapchat in order to get away from what everyone else is doing. 
   As a marketing class, and a part of the social media frenzy, we know first hand how effective social media can be. It's free and its effective if you have the eye for a beautiful aesthetic, and the ability to recognize what people desire to see. Even if they can't afford it, I think exclusivity is the key here. Instagram is beginning to lack authenticity, and when all the brands are doing it it is time to make a change. However, I don't see the glamour behind Instagram's powerful influence going anywhere anytime soon. 

https://www.wsj.com/articles/for-olivier-rousteing-the-designer-behind-a-social-media-army-instagram-looks-stale-1520001880