Artificial Intelligence at the service of content creation

Sandra Caravana

Pros and Cons of 9 AI Tools in Content Creation

Content creators, copy and content writers, designers, musicians, and everything and everything and everything… the end is near!

Is it?

No. You can breathe.

Sandra Caravana

Pros and Cons of 9 AI Tools in Content Creation

Content creators, copy and content writers, designers, musicians, and everything and everything and everything… the end is near!

Is it?

No. You can breathe.

In recent years, Artificial Intelligence (AI) has been playing an increasingly important role in content creation for various platforms and channels. 

With the help of algorithms and machine learning, and deep learning, AI enables companies to produce personalized and relevant content on a large scale. 

Everything that is made/created/changed with the assumptions of AI is aimed at creating machines and/or software that could perform tasks that normally required human intelligence. 

In the 1960s and 1970s, AI experienced great progress, with the development of specialized programming languages for creating AI systems and the creation of programs that could play chess and solve complex mathematical problems. 

Changing century, we transcended from games to virtual assistants: Siri, Alexa, and Google Assistant (they just weren’t creative in choosing the name here).

Source: Tek4life

Hypocritical would be to say that we are against AI. 

How many options does your washing machine have? What about your vacuum cleaner? Does it already walk by itself? 

It is the natural evolution of the world, sometimes frightening, sometimes full of potential and hope. Especially in the world of medicine.

But in the world of content creators: is it creepy or promising?

Content creators: new profession?


But then what is content? 

Content is king. 

Creating content for the digital world involves creating text, images, video, and audio, or putting all these forms of communication together. And this is all done for one purpose: advertising, information, and/or entertainment. 

These are the communication tools that make us buy an article, subscribe to a service, increase our knowledge (preferably a fact-checking platform, but that’s another matter), or make us laugh. 

Let’s take the example of podcasts:

By definition, a podcast is audio content, similar to a radio. The difference is that it is available for listening whenever the user wants since it does not require being life. We can say that they are based on the audio marketing concept. In Portugal, it is essentially used for interviews, but some use this platform for classes, to get things off their chest, and even for meditation aids. Whatever the objective, it is a success. What’s happening? Content creators have decided to transcend the podcast to the video platform. So, rarely is an interview podcast not filmed and viewable on YouTube.

But this journey is not a one-way street: there are radio stations and TV shows that make their content available for podcasts. 

It is also up to the content creators to figure out which platforms it makes sense to be on. And from a good analysis, the success of podcasts has grown. Not least because you can listen to them in your car, dare I say it’s a UX issue – you listen and you drive.

Source: Pixabay

And how do we promote a podcast of a one-hour interview, with a YouTube video, on social networks? By creating publications with short videos – when these are part of the strategy. But do you need a strategy to make a podcast? Yes, and a script too. Even if the questions are not agreed upon (as in a political interview), the thread of any conversation has to be stable so that no one starts rambling.

This is all content, including the script. Plus the editing of the audio and video. Well, that’s content and talent.

To get our one-hour episode ‘on the air’, it takes 24h of editing, filming, and writing. If only there was something that could optimize this time.

There is. It’s called Artificial Intelligence. The mission of AI is to save time. To get things done faster – not necessarily better. 

Yes, the talk of the moment, just not of the moment.

homem sem rosto Source: Pixabay

Who remembers Facebook? Yeah, it’s built on AI. 

Facebook revolutionized digital relationships because nothing as it existed. Neither did Mirc. Everything else, everything that came after Facebook, even Instagram, is based on the same digital strategy, something we are used to calling the algorithm – that demon! 

The notion of social media enabled a rebranding to marketing.publicidade antiga 7upSource: 7Up

Today, we advertise using #pub, with vertical videos with 15 seconds maximum. Leave in the comments the best sales post you’ve seen on Instagram. 

There are platforms/tools/websites/apps to help create any kind of content. 

The most famous content creation aids are:


Since its launch in late 2022, the most famous Chat has evolved a lot, and you can now create tables while chatting with us. Some ChatGPT courses are already available, so we can take advantage of all its features. The tool is highly intuitive (even WhatsApp can be more difficult to explain to our grandparents), but there is always that one trick or shortcut that justifies training. You can also already find prompts templates for sale, suitable for each goal: sales, written content creation… To learn more about this tool, link in the bio. Just kidding! ChatGPT uses the underlying technology of many of the tools in this article.

For content creators: they can copy 10 publications in less than 10 minutes. Very useful to sell some product or service, with or without #pub. 

Cool, but… Can we give the chat a name? Antonio Pedro, for example. Treat ChatGPT like a friend who just arrived from Luxembourg: you need to give context so that the ten publications are not the same. The most creative advertising agencies like… creative people. Word around is that there are already applications that detect AI-written texts. That is, an AI tool to detect an AI creation.


There is not a student in this country who uses PowerPoint anymore. Canva is the non-designer content creator’s best friend. And even for designers, it makes a point to have an account on the site – if only for inspiration. Many courses teach all of Canva’s tools and hardware, tricks, and tips. 

For content creators: you don’t need to have any background in design. 

Cool, but… Anyone who uses Canva recognizes templates. Sponsored posts without customization all look the same. It’s best to invest in a PRO plan. It’s well worth it when you have image editing to do.


Prompts for images. An evolved Pixabay. 

For content creators: when image banks don’t meet the goals, these AI platforms do. 

Cool, but… No intuitive usability.


An image that looks like a drawing, a work of art! It is amazing the quality of the images created by this tool. The new version changes the size and format of the images, so you can use the same image. You can use a square format and ask to expand to a rectangular format. Is there room to fill? Dall-E takes care of it. 

For content creators: enables automatic generation of highly customized and creative images based on text descriptions. These highly customized and creative images can be used for a variety of purposes, such as illustrating stories, creating ads, or generating marketing content.

Cool, but… It’s just cool. Will it be used to illustrate children’s books? To make movie posters? Maybe. 

Ever wish the “Mona Lisa” was a bit bigger? The image generator DALL-E can handle that. The outpainting feature expands images, using AI to expand the edges of an image. 


Who says create images, says create music. 

For content creators: no more stories blocked because of copyrights. It can be a help for many musicians with fewer resources, just like YouTube. You can create your podcast jingle! 

Cool, but… Will it all get too computerized?


What if non-real images created non-real people? What about cats? The internet loves cats. #thispersondoesnotexis 

The faces are the result of images created by AI, so you can be sure that this person does not exist. It is similar in functionality to a human brain trying to remember and imagine the girl or boy you saw last month.

For content creators: perfect for those who don’t want to expose themselves. Carlos, have you thought about this? 

Cool, but… Doesn’t it remind you of that movie?

Source: Filme Her


Like Canva, this video editor looks basic, but… it creates automatic subtitles. Not perfect, but almost there. It does a thousand and one other things, but this very important feature is just a click away (pardon the cliché). It makes everything so much more inclusive. 

For content creators: it is the perfect video editor for dummies. 

Cool, but… Am I the only one who needs a lot more training for video editing than for using ChatGPT?


We already have artificial images and music, now we have voices. This sophisticated service can create very natural-sounding speech from the text in 120 voices and 20 languages. The latest update is Voice Cloning, where the service will attempt to clone human voices.

For content creators: a great help for video voiceovers. 

Cool, but… It must have quality. Otherwise, the feeling that a computer is talking to you can ruin your ad metrics.linguagem e comunicação inclusiva Source: Pexels


It presents itself as the best translator in the world. Well… it is indeed better than Google Translate. 

For content creators: it makes it easier to access information.  

Cool, but… having a translator friend would be ideal.

To search later:

Analyzing hashtags on Instagram and Twitter: Hashtagify – but I’m just going to create a panic here with the idea that using # doesn’t affect reach. 

Testing and evaluating titles: Headline Studio 

Grammar and spelling correction: Grammarly 

On the inclusive communication side, we can use NaturalReader to read the text in photos, pdf, and even e-books.

What do all these tools have in common? They evolve through deep learning. 

Deep learning is an area of AI that focuses on developing algorithms that can learn from large data sets and then apply that knowledge to perform specific tasks.

These deep neural networks are designed to mimic the way the human brain works, learning and adjusting its parameters as large amounts of data are processed. Over time, the neural network can identify patterns and features in complex data, allowing it to make accurate predictions or classifications on new data.

We thank deep learning, or neutral networks, for Siri, voice recognition, facial recognition, and all the applications and tools mentioned in this article.

ligações do cérebroSource: TechTalks

Facebook was born to bring people together, bring students together, and improve human relations through a computer network. Nobody imagined, at the time of its creation, that it would be used as a disseminator of fake news. If we are not cautious when introducing inputs and prompts into translation and text creation systems, the result can be catastrophic. 

For an unsettling but comical reflection, I suggest you watch this video during your lunch break. 

Some paragraphs in this text were written by ChatGPT. I challenge you to find out which ones.

Hybrid e-commerce: the end of exclusivity

Sandra Caravana

I bought some sneakers at a multi-brand sports site. How many kilometers will my sneakers travel to get to my house?

As a consumer (or shopper – for this text, we will put the two together), I traditionally go to a store and choose sneakers.

Sandra Caravana

I bought some sneakers at a multi-brand sports site. How many kilometers will my sneakers travel to get to my house?

As a consumer (or shopper – for this text, we will put the two together), I traditionally go to a store and choose sneakers.

Source: Pixabay

Why do I go to that store? Because of the price and the brands. And let’s leave aside the ‘white label’ discourse – it is discrediting for brands that have already established themselves in their niche. Take the case of Quechua. Scouts don’t buy Decathlon white brand tents, but Quechua tents.

Sneakers chosen – tried on with more or less originality by the store – and proceed to the checkout. They are ready to wear.

If you buy the sneakers online, I don’t have the consumer experience – putting the sneakers on before you buy them and talking to a salesperson who also wears the same sneakers. But as a general rule, there are more options online. Physical stores have limited space (no matter how big they are) and that’s why you make range choices.

I know from buying online that I have to wait for the sneakers to make the trip from the store (or warehouse/factory) to my home. And if I’m not home at the time of delivery, the sneakers make one more trip to some warehouse, where I have to pick them up. No problem, what matters is that the sneakers arrived.

The challenge for today is to put ourselves in the shoe’s shoes.

What is the big dilemma? Sneakers don’t choose their route. They want to go home – the final consumer – but until then, they can have several homes. Or temporary foster families, is this the correct term?

The H brand and SUPER sneakers

I represent the brand H (let’s be inclusive and stop always using X or Y). We created some sneakers that, besides the futuristic design, have a technology that allows the foot to breathe, preventing the user from getting sweaty feet at the end of the day. We even baptized this model: SUPER.

SUPER sneakers are manufactured (we will not go into details here about where in the world) and are shipped to wherever we want. This choice is related to the business model chosen by my company.

We will speak here of the business model in the sense of the purchase/sale transaction.

Fonte: Pixabay

A brief introduction to business models

The acronyms in this part of the sales business are intuitive, but take note:

  • B2C (business to consumer): Classic. Direct sale. The business relationship occurs between the company and the final consumer (or shopper) and involves no third-party action. 
  • B2B (business to business | from company to company): The consumer relationship is between companies, not involving the end consumer. The sale/purchase has the purpose of supplying a need of the company – which may or may not reach the end consumer. 
  • B2E (business to employee): occurs when the company provides discounts or forms of payment that are not applied to the market. This way, employees can buy the products/services of the company they work for in a differentiated way.
  • B2G (business to government): is the business relationship between companies that sell, or provide services, to the government – either to municipalities or at a national level. These are companies with a track record of responding to public tenders. This model need not be exclusive.
  • B2I (business to investor): the business relationship takes place between the company and the future investor and works as an accountability, where the company that is selling presents its projects, data, and information. Widely used in the real estate industry.
  • D2C (direct-to-consumer): is a business model that resembles B2C. Here the difference is in the source of the product – instead of a company selling, the marketing is done directly by the manufacturing industry. It is easy to identify with the ‘factory price’ label.
  • B2B2C (business to business to consumer)

… Well, we get it.

So where are the SUPER going?

The choice of a B2B or B2C model is closely linked to the storytelling of the product, its marketing strategy, and the way the brand decides to communicate with the shopper and the final consumer.

I want to manufacture SUPER and sell directly to the final consumer: it means quick sales. The brand is talking to those who use the product. It follows the more traditional model and opens a physical and online store, with its brand name: H. It will be present in malls and traditional commerce – OR exclusively in one of them. This choice is related to the persona created/chosen by the brand (the ideal consumer).

When we choose a B2C, the most common thing is not to have the financial fit to have a store/warehouse, a large space with aisles, and more aisles of products lined up and organized by price. Better known as retail.

These stores/warehouses are built from scratch (preferably) by B2B business models – WARNING: this is not that taxing, but it is the most common. For this example, we are talking about such multi-brand stores: the MM store sells sneakers of its brand, but also of other brands, for which it has no influence on the construction of the product or its history. The MM store can, if the H brand so allows, insert SUPER sneakers in its range and sell them in-store. But the decision is on brand H’s side: B2C, B2B, or D2C.

In the digital world, the choice of business also differs.

There are many decisions to be made:

  • Do we sell exclusively on our site?
  • Do we sell exclusively on the site of multi-brand stores?
  • Do we sell both?
  • Do we sell both, at different prices? – Yes, the law of the market allows it, because…

… the price of the product also depends on the journey it takes.

What is the great advantage of selling online?

Besides increasing the volume of business?

We know who buys our product (shopper) and we know who uses our product (consumer). Buying and using are different things. The best example is toy stores. Who buys? Adults. Who uses? The children. So here we have two audiences to analyze.

We want to know everything, EVERYTHING, about them. Everything is recorded, like history, like the digital footprint. Wonders of e-commerce.


… if I only sell the SUPER ones in multi-brand stores, I don’t know who my final consumer is. I give up this data. But that data is what enables us to have products that meet the needs and interests of the customers.

Choices, choices, choices.

Source: Pixabay

In B2C, the sales process is focused on the individual needs of the customer, and the sales cycle is short, with a large (or medium) emotional component.

In B2B, we expand our cycle.

Do we have to choose one of the models?

Yes and no. In typical Portuguese, it depends.

But we can have a hybrid business model.

A hybrid model allows you to bring together, on a single platform, the entire digital structure: customer databases, product information, content, graphic arts, pricing, profit margins… well, all the information you want to cross-reference. So the hybrid model has a single e-commerce platform. And who will analyze this data, will also be a single team – a reinforced team, of course. Because here, the data analysis work requires creating and analyzing multiple customer profiles.

All this for the better…

… business optimization. Obvious. Everything is in a single system, even marketing strategy. Strategies. Plural. For the same product, we can have different images and canopies, depending on the location of the sale.

This hybrid model will have an advantage over your competitors: you can create customized products and different marketing strategies for shoppers and consumers.

Source: Business Webstars

What about merchandising?

Ah, who doesn’t love an offer of a tote bag, a pen… a notepad!

Businesses whose commercial exchanges are exclusively B2B do not invest much in merchandising. It makes sense: why invest if we are not selling directly to the consumer? They can, and usually do build a layout for their product at the point of sale. A good example of this is the huge and colorful furniture full of cookies, also full of sugar, in small grocery stores. There is no brand store for these cookies, but the brand invests in creating displays that are compatible with the small business that sells these cookies.

Already in a hybrid business, merchandising is important and everything is chosen and described on that one platform, with a well-defined budget.

In conclusion:

A hybrid business model is a crossover. Yes, like when the characters from Grey’s Anatomy take a trip to the world of Station 19. This analogy makes perfect sense: in the first episode of Grey’s Anatomy, there were no streaming platforms. We had to wait for RTP2 to buy the series and we were only allowed to watch one episode a week. Today, we can watch Grey’s Anatomy online, on our pc, tablet, and smart. It is the natural evolution of things to the digital world.

The key phrase of this hybrid model is EXPAND: more customers, a bigger database, and a bigger business volume. And on the other hand, SAVE is a single e-commerce platform.

It’s all a bed of roses. But it isn’t.

These are choices, above all.

By changing your business, customers will be more demanding.

Let’s talk about Nespresso. What else?

Nespresso has been among the most profitable projects at Nestlé with steady growth for two decades, although the beginning of its history dates back to 1970. You can read more about this long journey here

Nespresso arrives in Portugal with a physical store in Chiado, Lisbon in 2003. Not store – Boutique. So, I, who am from Coimbra, had to go to Lisbon to buy the machine and the coffee capsules. No. The website had that option. Mainly for the capsules. In 2007, they decide to open a new boutique in Norteshopping. The brand is no longer only in prime locations, but also in shopping centers. In 2009, they opened a new boutique in Porto, and from then on these boutiques – small stores where the capsules are displayed for sale and consumption, in a customer experience logic – became the norm. But until we reached this point, the Nespresso consumer in Coimbra had to buy the coffee capsules directly from the Nespresso website. Why? Because Nespresso doesn’t sell on large commercial surfaces, it doesn’t sell to small businesses or the retail trade.

In 2022, Nespresso still doesn’t sell the capsules for other commercial surfaces to sell, but the Nespresso brand coffee machines are within our reach in any home appliance store.

It is indeed an interesting example that shows different choices, without exclusivity.

Will we live to see Nespresso coffee capsules for sale in big supermarket chains? The red one? Or that green one… Baby steps, without ever escaping the original concept of the brand.

Fonte: Pixabay

What about Nike? Nike has moved to the hybrid option: we can buy on Nike’s website, in Nike’s stores, and multi-brand stores. And at the multi-brand stores’ websites.

So Nespresso’s preferred commercial exchange is D2C: direct to client. Nike is B2B, D2C, B2C.

In a D2C, my SUPER sneakers may even have a lower price, because they don’t have many miles to go. But if brand H decides to sell to retail as well, it has the right to increase its value, because there is more logistics work. To match the value, the multi-brand store has to lower its profit margin. Easy math to do.

For this hybrid model, we have decided to give an acronym name: B2E – business to everyone.

Does it make more sense? Or is it too populist for the business world?

We won’t end this article without mentioning C2C – client to client. Yes, we can also sell our Nespresso machine on the OLX of this life. The internet made e-commerce possible and social networks developed C2C. And here, there are no taxes, no fees, no legislation, and no control of the exchanges.

Rebranding: How Image Influences Brand Success

Inês Tito

Brands are living entities. They are dynamic. And they are constantly changing. 

A brand’s survival is closely related to its ability to adapt to consumers’ desires.

Inês Tito

Brands are living entities. They are dynamic. And they are constantly changing. 

A brand’s survival is closely related to its ability to adapt to consumers’ desires.

However, to move forward, sometimes an abrupt break from the past is necessary. Such a break can revitalize a brand and make it grow. Or, on the contrary, it can have irreversible consequences. That said, how do you know which way to go?

Instagram’s repositioning is an example of how calculated risk resulted in a successful strategy.

Source: Vecteezy

Brand revitalization through rebranding

Rebranding, or repositioning strategy, is a process used to change the elements that define a brand. However, it does not mean that we are creating a new brand. We are just giving it a “makeover”. The goal is to present consumers with a new identity that they can relate to.

The (right) reasons for rebranding

Changing the brand image can be a tempting idea when there is little consumer engagement or when sales are declining. 

However, before moving forward with a repositioning strategy, it’s important to understand why this is happening. Sometimes it is enough to create a new marketing strategy and present the product from a different perspective.

If, on the other hand, the brand image is outdated or does not reflect the company’s mission and values, perhaps rebranding is the solution. But there are other equally valid reasons:

  • New mission, vision, and values

As a brand evolves, its mission, vision, and values may change. So it is important to review the business model and how it is reflected in the image conveyed to consumers.

  • Mergers and acquisitions

In the business world, acquisitions and mergers between companies are commonplace. However, for the consumer, it can be confusing to differentiate the new brand from pre-existing ones. Therefore, it is important to present the new brand identity through a renewed image.

  • Repositioning in the market

Re-branding can arise from the creation of products and services to reach a new target audience. In this case, although the company’s mission, vision, and values remain unchanged, it is necessary to update the brand image.

  • New markets

When the goal is international expansion, it is natural that new consumers have no relationship with the current brand image. So, to promote brand identification, it may be necessary to change the logo or even the name of the company, or the product.

Rebranding Strategies

The success of a repositioning plan depends on a thorough market study. Without knowing our target audience, our competitors, and the perception of the brand among consumers, how can we define the next steps?

In addition, it is necessary to evaluate the brand’s mission, vision, and values. Are they aligned with the message the brand wants to convey?

Once these aspects are clarified, it’s time to make decisions.

Rebranding total

Total repositioning results in a complete change of the brand image, which may include the company’s mission and values. 

In this strategy, it is common to create a new logo. In addition, the brand name, slogan, color scheme, and the font may be changed. The result is an image distinct from the original. 

With this strategy, the brand identity is put to the test. 

In the case of established brands, this approach can do irreparable damage. Loyal consumers may find it difficult to associate the brand with the product, and for investors, this means heavy losses. Ultimately, all that remains is to reverse the whole process and return to the original image.

Rebranding partial

Through partial repositioning small adjustments are made to the brand image. In many cases, it is only necessary to change the logo and keep the original color scheme. In others, the image remains the same. What changes is the voice of the brand

This strategy is used by mature brands that just want to renew their image and retain loyal customers. In this way, the consumer recognizes the brand and its products through an improved image.

Instagram: The success of a risky rebranding 

The first revolution instituted by Instagram was its appearance. 

The second was the 2016 rebranding.

Source: Unsplash

In 2010, the social network Instagram was surprised due to its innovative concept: a platform dedicated to visual content, created from mobile devices. Quickly, anyone anywhere could post and share photos with friends and family.

This simple idea turned into a recipe for success. Six years later, Instagram had 400 million users. By this time, it was clear that the social network had grown enough that it was necessary to review brand communication.

The need for change

Usually, repositioning processes arise to solve a problem. 

In the case of Instagram, the “problem” is the dream scenario for any executive: a brand that has naturally grown beyond its own identity. This kind of growth forces a review of the brand’s image to keep up to date and keep up with its evolution.

The purpose of Instagram users has changed since the appearance of the platform. In 2010, the app was primarily used to share photos with friends. However, in 2016, companies were expanding their business by placing ads on the platform.

During this period, the social network has invested in several services to keep up with users’ needs. Among them are direct messages, videos, ads, or tools for businesses, such as newsletter subscriptions and product purchases.

In addition, Instagram bet on improving the user experience. It developed a simpler and more intuitive interface, focused on creating and publishing content.

In this sense, a logo inspired by a Polaroid camera, which takes us back to the nostalgia of the 80s, will hardly be associated with the latest generation social network.

The transformation of an icon

Instagram’s first logo was developed by Kevin Systrom, the co-founder of the social network. Inspired by the Polaroid camera from the 80s, it is intended to remember childhood and family moments. 

Considering that Instagram’s initial goal was to make it easier to share photos with friends and family, this logo couldn’t be more appropriate. For this reason, in the following years, the small icon was adjusted, to present an updated version of the camera, without forgetting its origins.

Source: 1000logos

So when the new logo was announced in 2016, the reactions were quick to follow. If on the one hand, some loved the new image, on the other were users loyal to the original image. 

Instagram simplified the old camera image through a minimalist design. In addition, the white outline of the camera’s diaphragm contrasts with the rainbow-inspired warm color gradient of the original image. 

The interface has also been updated to black and white tones. For Ian Spalter, the person in charge of Instagram’s rebranding, the icon would serve as a “colorful gateway” to an application where “colors should emerge from the content posted by users.”

This drastic change has generated great debate in the online world. Whether it was good or bad comments, the controversy fueled the popularity of the app. So, despite initial resistance, the change proved to be a success. In 2018, Instagram registered one billion new users worldwide.

The uniqueness of Instagram’s rebranding

Modern society lives at a faster pace than previous generations. As a consequence, we focus our attention on what is perceptible faster. We have no time to waste and want to quickly perceive what our senses detect.

For this reason, the latest trends in graphic design have common elements that aim to make brands easier to recognize. However, when it comes to Instagram’s rebranding, some features are unique.

For this reason, the latest trends in graphic design have common elements that aim to make brands easier to recognize. However, when it comes to Instagram’s rebranding, some features are unique.

  • Simplicity

In short, the sooner the consumer understands what an image is about, the sooner he or she will associate it with the brand. So, in the logic of “less is more”, the new Instagram logo represents in a simplified way the key elements of the brand identity: photo and video sharing.

  • Relevance

For a repositioning strategy to be successful, the logo must be relevant to the target audience. That is, it informs the audience what that image is about. The color gradient and clear layout of the Instagram logo reveal a brand with a friendly personality, where the image, whether in photo or video, is the main element.

  • Memorable

Despite numerous studies conducted on human memory, in many ways it remains a mystery to researchers. However, one thing is certain: our brain simplifies complex information to retain and create memories. 

For a repositioning strategy, this means that an image with little visual detail promotes brand recognition.

This was Instagram’s bet. By presenting a clean and simple logo, the social network leaves its impression on the user’s memory. At the same time, it can communicate the most important aspects of the brand’s personality.

  • Timeless

In a rebranding process, it is important to think long-term, avoiding just following the latest design trends. With this strategy, the brand can define which way to go and leave a door open for the future.

Instagram has achieved the goal of timelessness perfectly. Since its inception, the social network has changed its focus on photography to include video as well. Thus, the new image suggests the versatility of the brand, regardless of which path to take.

In 2022, Instagram continues to reinvent itself. The new algorithm has brought changes to the presentation of content, with a greater focus on video content. As a result, the platform updated the color gradient, created a custom font, and developed a new format to celebrate creativity and self-expression.

What can we learn from Instagram’s rebranding?

Change is the essential element of any rebranding strategy. Change is part of the continuous improvement process that allows brands to evolve. 

Instagram decided to take a risk and change the image that the world was already familiar with. However, it was a calculated risk, supported by thorough research and testing. So what can we learn from this rebranding?

Knowing the brand’s impact on users and thinking about a long-term market strategy is important to present a timeless new image that is well accepted by the public. For a year, the platform researched and analyzed the data collected before applying such a drastic change.

In addition, it is essential to test the new identity with employees and consumers. By surveying test groups, Instagram obtained vital information that led the rebranding team to the final version of the new brand image.

Finally, it is important to accept that it is impossible to please everyone. Change creates anxiety and resistance to what is new. However, it is essential to move forward. This principle underpinned Instagram’s rebranding process, which acknowledged the negative comments and nevertheless did not stop gathering feedback.

Instagram’s rebranding demonstrates the importance of maintaining a brand image tailored to user needs. What started as a shocking change has turned into a success. Considering the platform’s evolving pattern, Instagram may surprise us more and more in the future.