
There are currently two very popular photo-sharing apps for the iPhone, but the future clearly belongs to Instagram, and it’s going to come down to branding alone.
Culturally, Instagram is a hit, whereas PicPlz, while functionally a very strong app, hasn’t captured the ZeitGeist in nearly the same way. In three short months, Instagram has assembled an army of 1 million passionate and and vocal ( high profile taste-making) users. But the secret to Instagram’s success may be the simple fact that it hit a home run with its name, which incidentally satisfies all the GoDaddy requirements for a successful name.
Unlike PicPlz, which (following the KISS principal) tells you in its names that the app is about “pics,” Instagram took a significant risk by leaving that informaitve part out of its name (and conveying the “this is a photo app” information only through the image of the camera in its logo). Instead, with its name, Instagram created something more “memorable” and “fun,” which are two elements Dr. Bob Parsons of GoDaddy fame mentioned as key to a successful domain name (and, to be sure, GoDaddy’s massive success as a company is founded primarily on the basis of its fun and memorable name).
Predictably, PicPlz helps you share “pics” but Instagram delivers something new, a “gram.” Like a candygram, Instagram conveys surprise, fun and happiness all in one, and, as its name says, it does it instantly. The app is superfast, and that’s not a gimme. The leading photo-sharing app should be Photoshop Express (based on Photoshop’s other strengths), but it is painfully slow. For anyone who’s never had time to keep a photo blog, Instagram (and PicPlz, which is also fast) might be just the answer. Take pics with your iPhone, and publish them instantly with one click on your Tumblr blog. (In a testament to the power of the Instagram brand, the app has already inspired one such blog–www.InstaGirls.com–which features “grams” of girls snapped on the city street )
PicPlz is a great app. The people behind it (Dalton Caldwell and Brian Berg) have visions of turning it into a larger company, and they won the confidence of Andreesson Horowitz, who, as discussed in a well publicized TechCrunch post, have invested in both apps, but eventually made a long-term decision (one they will regret) to go with PIcPlz.
Instagram is a great app, but it has become more than an app, which will be the critical factor in determining its long term value assuming the team behind it doesn’t slack off on its technical development. Perhaps the best way to measure Instagram’s success is that no one understands it. Only yesterday, occasional TechCrunch guest-writer Jon Evans said, “I think Instagram is dumb, but maybe I’m wrong.” This is the kind of remark that is made once a technology becomes bigger than it should be based on its technology alone. But Instagram is no longer just a photosharing app, it is a cultural event, which is why Evans thinks it’s dumb. He’s not complaining about the technology. Rather, he doesn’t get–in the sense of “share”–the popular enthusiasm for the app, which only happens when something becomes huge. Nobody would say PicPlz is “dumb” because no one cares about it the same way. And that is the reason the future belongs to Instagram.