Banner Image

Instagram Logo Backlash Latest In Line Of Social Media “Yo-Yo’s"

Article from: 
Tue, 17/05/2016 - 18:08
Ted Marzilli

The Instagram logo backlash has the hallmarks of many past social media storms around brand logo changes – like a yo-yo, perception goes down quickly and bounces back up in a very short time, with little or no discernible lasting impact on the brand.

Instagram’s May 11th unveiling of its new logo triggered an Internet explosion of invective and criticism. According to YouGov BrandIndex data, Instagram’s positive perception was cut by more than half,reaching its lowest point since last November.

However, like many social media outrages studied by YouGov BrandIndex, perception levels bounce back quickly as the online conversation typically moves on to the next fuss. As a matter of fact, Instagram was already on its way back up to recovery since this past weekend, just three or four days after the logo’s unveiling.

Another recent example of the “social media yo-yo effect” happened in early February when Uber changed its logo, provoking headlines ranging from “Are They Kidding?” to “Twitter says it’s ugly.” For one week, Uber’s consumer perception levels dropped significantly, reaching more negative feedback than positive. Four days later, Uber was back up, higher than it was before the logo modification.

When Spotify switched to a lighter color green for its logo last June, users tweeted that they would delete the music app and generated countless analytical, critical blog posts. Perception barely budged for a few days and then shot up to tie its high mark for the year.

Of course, there are a few logo changes which made it past Internet scrutiny. Last June, IHOP overhauled its logo for the first time in 20 years because the previous one “looked like a frown.” In a little more than two weeks, IHOP’s consumer perception levels more than doubled.

YouGov BrandIndex measured Instagram with its Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

Buzz: Instagram v Uber
Buzz: Instagram v Uber
People Illustration