In the beginning, Instagram was a community-oriented platform that wanted to invite as many users as possible to create content, upload posts and build the community.

Back then, not many people were using Instagram, which was dominated by esthetic photos in a square format. This user-friendly algorithm was fun, and since Instagram was a community, it focused on its creators. We could also enjoy content immediately after its creator uploaded it.

As time passed, more and more creators appeared. These new creators saw a promising opportunity in social media platforms. The numbers were no joke: millions of creators emerged to capture users’ attention. They competed in producing content that would attract viewer interest amid an ever-changing algorithm, which made it increasingly difficult for new creators to make their mark on the platform.

Since 2018, Instagram has been constantly and randomly changing its algorithm. Some Instagram users feel confused because they get notifications for uploads not made by their friends, but still appear in their feeds. In addition, the Instagram algorithm covers only 10 percent of all followers.

From its origins as a community, Instagram seemed to have shifted into a profit-making platform, ensuring that many creators can monetize their content.

This is what is called the creator economy, in which creators have the opportunity to turn content creation and development into a career that earns revenue. Content creation can take various forms, such as brand collaboration (endorsement or product collaboration), speaking at a workshop, selling products to viewers (merchandising) and more.