A new article on Social Media Today reports that Instagram has just announced the launch of its latest global branding campaign, called 'Yours to Make', which aims to showcase the benefits of community connection in the app, and finding your people through shared interests and trends.

Instagram - Yours to make
The abstract-style campaign takes a more arthouse view of Instagram and the inner workings of the app. And for me, it felt like it was going to take a turn at any moment - like a preview for a drama film that shows the dizzying highs, then frightening lows of a person's life. Which would probably be more realistic. For all its community benefits, Instagram has also been identified as a key source of angst, and psychological impacts, for younger users in particular. So while it can connect people to different communities, there is a dark side to the app. Which kind of, unintentionally, feels present in this promo clip - like everything's a bit dark and shady in the background, like you never know who's really watching on from the shadows.