As users pivot to the close friends filter or TikTok, once popular finsta accounts are falling off.
, says she stopped using her finsta after finding herself wasting hours of time posting on her separate accounts. “I just felt like it was so much work curating a finsta, especially since I run so many other Instagram accounts and it got to the point that I just couldn’t keep spending time on curating things that only 10 people will see,” she says.
Jessie is not alone in feeling tired and overwhelmed by endlessly “curating” even our most personal content. She’s also not alone in using Instagram’s close friend’s feature as a less time-consuming outlet. Many people have shifted their daily Instagram use to the stories feature exclusively, which is another reason the finsta is dying out. Lillian “” Ahenkan has such popular Instagram stories that she’s monetised her close friends, creating a private space for followers.
“I have never had a finsta, close friends or anything of the sort because I just don't like posting on social media that much to do it for free,” she says. “I spent almost seven years doing work on social media, only to come to the conclusion that audiences generally hate sponsored content, which meant that I felt limited on how to exploit my own effort without pissing people off.
With new platforms like TikTok taking over and features like close friends on the rise, it seems it’s not casual Instagram that’s killed the finsta, but the pure convenience of having only one account has blurred the two together. However, much like having a finsta, we shouldn’t conflate “casual” posts with a lack of curation. The millennial aesthetic might be over but the rise in blurry posts is just a new aesthetic to live up to.
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