Almost nine years ago, a 14-year-old Kylie Jenner posted her first Instagram picture. Despite her already lavish life, even as a teenager, the picture was simple, capturing a flame burning in a modest fireplace. It was grainy, off-centred and surrounded by an unsightly black border. “Rain day fire <3”, read the caption. Wholesome, perhaps, but nevertheless, mundane.
If you take a scroll back – all the way back – through your own Instagram feed, you’ll see a bit of yourself in that blurry, orange flame. For those were Instagram’s humble beginnings. The early days. Before influencers, before curated grids, before smartphones with cameras above three megapixels. A time when people posted with little thought or purpose, without heavy editing or as an #ad. A simpler time.
In the years that would follow, Jenner's Instagram game would evolve dramatically, helping her single-handedly drive a shift in beauty standards, launch a billion-dollar company and carve out an empire wholly separate from her famous family's reality TV show, instead becoming one of the most-watched people online, with 197.2 million Instagram followers (and counting).
An extreme example, perhaps, but one that encompasses Instagram’s journey from a modest smartphone pastime to cultural phenomenon.
The early days
It was a decade ago, in 2010, that Instagram was born. Creators Kevin Systrom and Mike Krieger initially launched the app as Burbn, and had intended it to be used as a geographical check-in tool. They quickly realised, however, that it was too similar to existing app Foursquare, and after noticing how many people were using the app’s option to add a photo to their check-in, refocused their attention. The app was renamed Instagram, born from a combination of “instant photo” and “telegram”, and on October 6, 2010, released on iOS.
"Birthdays are a good time to reflect on where we've been and where we're headed," Vishal Shah, Instagram's head of product, tells The National. "Since the earliest days of Instagram, we've been inspired by our community as they came to the app to connect with friends, visually express themselves, learn about new interests and people, and rally around causes and issues."
The initial app was simple. All photos had to fit Instagram's signature square sizing and there were a handful of filters on offer to jazz up users' grainy camera shots. The timing was perfect, too. Apple had just released its iPhone 4 which was seen as a huge step forward for smartphone photography, and existing photo-sharing apps such as Flickr and Imgur were losing interest. Within two months, one million users had signed up. Within a year, 10 million.
And it wasn’t just everyday users, either. Suddenly, people found themselves following their favourite celebrities, getting glimpses inside their homes, at what they were eating or where they had been on holiday. They didn’t need to rely on the pages of gossip magazines or for a friend request to be accepted; they were getting updates straight from the horse’s mouth. Systrom credits Snoop Dogg, who today has 52.7 million followers, as one of the earliest “celebrity adopters” of the app.
Users also loved the simplicity of it. They didn’t need to skim through dozens of statuses from Facebook friends oversharing, or have to navigate negative news stories. It was like browsing the paper just for the pictures. It also spoke to millennials in a way that desktop-focused Facebook and Twitter didn’t.
Instagram was designed first and foremost for mobile, fuelling the growing addiction to smartphones. Everything could be done in one fell swoop. Snapping, uploading, discovering. There was no need to upload from phone or camera to computer. It was instant gratification. By 2012, it had 40 million users and a $1 billion buyout offer from Facebook, which Systrom and Krieger accepted, joining the dark side of Big Tech.
The birth of the influencer
In the decade since it launched, Instagram has become more than just an app on a phone, it has become a way of life. As smartphone cameras improved, so, too, did the pride people took in the photos they posted. No longer were people just posting pictures of places they happened to be, or food they happened to be eating, they were actively seeking out things that they knew would look good on their pages. The phrase “doing it for the ‘gram” was added to Urban Dictionary in 2013, and became a mantra amongst the app’s most dedicated.
And thanks to the app's hashtag and location tag functionality, these aesthetically pleasing food and travel snaps were easy for people to discover, tearing users’ eyes away from their friends and celebrities, and towards glamorous strangers on the internet who appeared to lead a picture-perfect life. And so the influencer was born.
“The economy of social networks is around social status and influence, and if you think about that as just a phrase, influencers are the ultimate manifestation of that, where they have built status in order to monetise it, and you can’t fault them for it,” Krieger said in a 2019 talk.
However, people have faulted them for it. A lot. Influencer culture has gained mass criticism from many. Partly from fear of the unknown, partly from those who fail to see it as a real job, and partly from those who wished they had thought of it first. Like it or not, though, influencers are here to stay, and not only is it now a highly sought-after career choice among many young Instagram users, it’s an extremely lucrative one, too.
According to a 2019 study by influencer marketing software platform Klear, which surveyed more than 2,500 influencers, nano-influencers – those with between 500 and 5,000 followers – earn an average of between $41 to $472 per post, while big-time influencers with 500,000 followers or more earn an average of $3,138 or more. Travel influencers, according to the study, earn the most with the average sponsored post raking in $5,335. Unsurprising, when you consider how much Instagram and the travel industry go hand in hand.
Santorini, Bali, Positano, Cappadocia – interest in these destinations has sky-rocketed in recent years thanks to the endless Instagram opportunities they provide. Who could forget the travellers who went all the way to Bali's Gates of Heaven at Lempuyang Temple to take the same picture they had seen on Instagram posed by its "lake", just to discover that the lake was in fact a mirror placed under an iPhone by thrifty tour guides making money out of creating the perfect Instagram snap?
The darker side
But there’s a darker side to the impact of influencers. Not only was 2012 an important year for Instagram due to the Facebook buyout, it was also the year Kim Kardashian joined the platform, and the selfie started to reign supreme. Slowly but surely, content shifted from the landscapes and artistic shots Systrom and Krieger hoped would be its focus, towards a more narcissistic sentiment. No longer were young people wanting to look like the models they were seeing in the pages of magazines, but the girls they were seeing in their Instagram feeds every day, a much more attainable goal.
Remember Kylie Jenner’s single-handed shift of beauty standards? Her stream of selfies featuring newly plumped lips led to a surge of people trying to recreate the look at home with the #KylieJennerLipChallenge hashtag, which was a futile attempt as the star finally caved and admitted the plumping was achieved through filler.
In the US, plastic surgeons have reported a surge of 50 per cent more people undergoing the procedure since 2010. In the UK, enquiries were up by 70 per cent since the turn of the decade, cosmetic clinic chain Dr Leah Cosmetics reported in 2015.
The tide is starting to shift, though. Anti-influencer accounts, those focused on diversifying beauty standards and shattering picture-perfect illusions are gaining serious traction, while Instagram itself has made a number of changes in the past few years to address some of the more worrying sides of the platform.
In 2019, the platform began hiding like counts on pictures as a way to "remove pressure" people may feel to receive a certain number of interactions on their posts. At the time, Mia Garlick, Facebook Australia and New Zealand director of policy, said the move would help people "focus less on likes and more on telling their story". It also introduced a number of new moderation steps to combat the spread of hurtful comments left on posts.
Keeping up with the Joneses
So what will the next decade hold for Instagram? One thing’s for sure, it’s not going anywhere. In May 2019, the platform surpassed one billion monthly users, a number it has managed to cling on to even through 2020, which has taken away many of the traditional ‘gram content opportunities.
There have, of course, been other social media platforms that have stolen the spotlight over the past decade, but Instagram has always found a way to claw it back. After its launch in 2011, Snapchat was the golden child of social media thanks to its fun filters and temporary photo messages. But in 2016, Instagram launched Stories, allowing people to post snippets that disappear after 24 hours as well as send them in private messages, and Snapchat users were slowly drawn back.
IGTV launched in 2018 to take on YouTube, then came TikTok, which Instagram combatted with the launch of Reels in August this year. Whether or not it will be enough to lure back the TikTok-loving Gen-Z crowd remains to be seen, but for now, it’s certainly piqued the interest of Instagram’s loyal users.
"Over the past 10 years, we evolved with our key demographic – the young content creator," Shah says. "We have seen the enormous power of short-form videos amongst this segment and how they can educate, engage and entertain in equal measure. We have seen the importance of private messaging to people’s close relationships."
A decade after its launch, it seems Instagram is on a quest to become a one-stop app offering users everything they need in one place, and it's not done yet. "We will continue to build for the next generation of young people and creators to ensure that Instagram is the place where culture moves forward," Shah says. "We also have a few product updates planned to mark the occasion – we’re looking forward to sharing more soon."
SHADOWS%20AND%20LIGHT%3A%20THE%20EXTRAORDINARY%20LIFE%20OF%20JAMES%20MCBEY
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Two products to make at home
Toilet cleaner
1 cup baking soda
1 cup castile soap
10-20 drops of lemon essential oil (or another oil of your choice)
Method:
1. Mix the baking soda and castile soap until you get a nice consistency.
2. Add the essential oil to the mix.
Air Freshener
100ml water
5 drops of the essential oil of your choice (note: lavender is a nice one for this)
Method:
1. Add water and oil to spray bottle to store.
2. Shake well before use.
Britain's travel restrictions
- A negative test 2 days before flying
- Complete passenger locator form
- Book a post-arrival PCR test
- Double-vaccinated must self-isolate
- 11 countries on red list quarantine
Pros%20and%20cons%20of%20BNPL
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If you go
The flights
Etihad (etihad.com) flies from Abu Dhabi to Luang Prabang via Bangkok, with a return flight from Chiang Rai via Bangkok for about Dh3,000, including taxes. Emirates and Thai Airways cover the same route, also via Bangkok in both directions, from about Dh2,700.
The cruise
The Gypsy by Mekong Kingdoms has two cruising options: a three-night, four-day trip upstream cruise or a two-night, three-day downstream journey, from US$5,940 (Dh21,814), including meals, selected drinks, excursions and transfers.
The hotels
Accommodation is available in Luang Prabang at the Avani, from $290 (Dh1,065) per night, and at Anantara Golden Triangle Elephant Camp and Resort from $1,080 (Dh3,967) per night, including meals, an activity and transfers.
Movie: Saheb, Biwi aur Gangster 3
Producer: JAR Films
Director: Tigmanshu Dhulia
Cast: Sanjay Dutt, Jimmy Sheirgill, Mahie Gill, Chitrangda Singh, Kabir Bedi
Rating: 3 star
Key findings of Jenkins report
- Founder of the Muslim Brotherhood, Hassan al Banna, "accepted the political utility of violence"
- Views of key Muslim Brotherhood ideologue, Sayyid Qutb, have “consistently been understood” as permitting “the use of extreme violence in the pursuit of the perfect Islamic society” and “never been institutionally disowned” by the movement.
- Muslim Brotherhood at all levels has repeatedly defended Hamas attacks against Israel, including the use of suicide bombers and the killing of civilians.
- Laying out the report in the House of Commons, David Cameron told MPs: "The main findings of the review support the conclusion that membership of, association with, or influence by the Muslim Brotherhood should be considered as a possible indicator of extremism."
How to increase your savings
- Have a plan for your savings.
- Decide on your emergency fund target and once that's achieved, assign your savings to another financial goal such as saving for a house or investing for retirement.
- Decide on a financial goal that is important to you and put your savings to work for you.
- It's important to have a purpose for your savings as it helps to keep you motivated to continue while also reducing the temptation to spend your savings.
- Carol Glynn, founder of Conscious Finance Coaching
MATCH INFO
Jersey 147 (20 overs)
UAE 112 (19.2 overs)
Jersey win by 35 runs
The specs
Engine: 4.0-litre flat-six
Torque: 450Nm at 6,100rpm
Transmission: 7-speed PDK auto or 6-speed manual
Fuel economy, combined: 13.8L/100km
On sale: Available to order now
The President's Cake
Director: Hasan Hadi
Starring: Baneen Ahmad Nayyef, Waheed Thabet Khreibat, Sajad Mohamad Qasem
Rating: 4/5
Mubadala World Tennis Championship 2018 schedule
Thursday December 27
Men's quarter-finals
Kevin Anderson v Hyeon Chung 4pm
Dominic Thiem v Karen Khachanov 6pm
Women's exhibition
Serena Williams v Venus Williams 8pm
Friday December 28
5th place play-off 3pm
Men's semi-finals
Rafael Nadal v Anderson/Chung 5pm
Novak Djokovic v Thiem/Khachanov 7pm
Saturday December 29
3rd place play-off 5pm
Men's final 7pm
The specs
Engine: 4.0-litre V8 twin-turbocharged and three electric motors
Power: Combined output 920hp
Torque: 730Nm at 4,000-7,000rpm
Transmission: 8-speed dual-clutch automatic
Fuel consumption: 11.2L/100km
On sale: Now, deliveries expected later in 2025
Price: expected to start at Dh1,432,000
More from Rashmee Roshan Lall
Quick pearls of wisdom
Focus on gratitude: And do so deeply, he says. “Think of one to three things a day that you’re grateful for. It needs to be specific, too, don’t just say ‘air.’ Really think about it. If you’re grateful for, say, what your parents have done for you, that will motivate you to do more for the world.”
Know how to fight: Shetty married his wife, Radhi, three years ago (he met her in a meditation class before he went off and became a monk). He says they’ve had to learn to respect each other’s “fighting styles” – he’s a talk it-out-immediately person, while she needs space to think. “When you’re having an argument, remember, it’s not you against each other. It’s both of you against the problem. When you win, they lose. If you’re on a team you have to win together.”
The Voice of Hind Rajab
Starring: Saja Kilani, Clara Khoury, Motaz Malhees
Director: Kaouther Ben Hania
Rating: 4/5
Emergency phone numbers in the UAE
Estijaba – 8001717 – number to call to request coronavirus testing
Ministry of Health and Prevention – 80011111
Dubai Health Authority – 800342 – The number to book a free video or voice consultation with a doctor or connect to a local health centre
Emirates airline – 600555555
Etihad Airways – 600555666
Ambulance – 998
Knowledge and Human Development Authority – 8005432 ext. 4 for Covid-19 queries
Graduated from the American University of Sharjah
She is the eldest of three brothers and two sisters
Has helped solve 15 cases of electric shocks
Enjoys travelling, reading and horse riding
The specs: 2018 Volkswagen Teramont
Price, base / as tested Dh137,000 / Dh189,950
Engine 3.6-litre V6
Gearbox Eight-speed automatic
Power 280hp @ 6,200rpm
Torque 360Nm @ 2,750rpm
Fuel economy, combined 11.7L / 100km
2018 ICC World Twenty20 Asian Western Regional Qualifier
Saturday results
Qatar beat Kuwait by 26 runs
Bahrain beat Maldives by six wickets
UAE beat Saudi Arabia by seven wickets
Monday fixtures
Maldives v Qatar
Saudi Arabia v Kuwait
Bahrain v UAE
* The top three teams progress to the Asia Qualifier
Lexus LX700h specs
Engine: 3.4-litre twin-turbo V6 plus supplementary electric motor
Power: 464hp at 5,200rpm
Torque: 790Nm from 2,000-3,600rpm
Transmission: 10-speed auto
Fuel consumption: 11.7L/100km
On sale: Now
Price: From Dh590,000
Global Fungi Facts
• Scientists estimate there could be as many as 3 million fungal species globally
• Only about 160,000 have been officially described leaving around 90% undiscovered
• Fungi account for roughly 90% of Earth's unknown biodiversity
• Forest fungi help tackle climate change, absorbing up to 36% of global fossil fuel emissions annually and storing around 5 billion tonnes of carbon in the planet's topsoil
Jetour T1 specs
Engine: 2-litre turbocharged
Power: 254hp
Torque: 390Nm
Price: From Dh126,000
Available: Now
Avatar: Fire and Ash
Director: James Cameron
Starring: Sam Worthington, Sigourney Weaver, Zoe Saldana
Rating: 4.5/5
BUNDESLIGA FIXTURES
Saturday
Borussia Dortmund v Eintracht Frankfurt (5.30pm kick-off UAE)
Bayer Leverkusen v Schalke (5.30pm)
Wolfsburg v Cologne (5.30pm)
Mainz v Arminia Bielefeld (5.30pm)
Augsburg v Hoffenheim (5.30pm)
RB Leipzig v Bayern Munich (8.30pm)
Borussia Monchengladbach v Freiburg (10.30pm)
Sunday
VfB Stuttgart v Werder Bremen (5.30pm)
Union Berlin v Hertha Berlin (8pm)
Islamophobia definition
A widely accepted definition was made by the All Party Parliamentary Group on British Muslims in 2019: “Islamophobia is rooted in racism and is a type of racism that targets expressions of Muslimness or perceived Muslimness.” It further defines it as “inciting hatred or violence against Muslims”.
Springsteen: Deliver Me from Nowhere
Director: Scott Cooper
Starring: Jeremy Allen White, Odessa Young, Jeremy Strong
Rating: 4/5
The specs
Engine: Turbocharged four-cylinder 2.7-litre
Power: 325hp
Torque: 500Nm
Transmission: 10-speed automatic
Price: From Dh189,700
On sale: now
Election pledges on migration
CDU: "Now is the time to control the German borders and enforce strict border rejections"
SPD: "Border closures and blanket rejections at internal borders contradict the spirit of a common area of freedom"
IF YOU GO
The flights
FlyDubai flies direct from Dubai to Skopje in five hours from Dh1,314 return including taxes. Hourly buses from Skopje to Ohrid take three hours.
The tours
English-speaking guided tours of Ohrid town and the surrounding area are organised by Cultura 365; these cost €90 (Dh386) for a one-day trip including driver and guide and €100 a day (Dh429) for two people.
The hotels
Villa St Sofija in the old town of Ohrid, twin room from $54 (Dh198) a night.
St Naum Monastery, on the lake 30km south of Ohrid town, has updated its pilgrims' quarters into a modern 3-star hotel, with rooms overlooking the monastery courtyard and lake. Double room from $60 (Dh 220) a night.
Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
The Land between Two Rivers: Writing in an Age of Refugees
Tom Sleigh, Graywolf Press
PROFILE
Name: Enhance Fitness
Year started: 2018
Based: UAE
Employees: 200
Amount raised: $3m
Investors: Global Ventures and angel investors
Blackpink World Tour [Born Pink] In Cinemas
Starring: Rose, Jisoo, Jennie, Lisa
Directors: Min Geun, Oh Yoon-Dong
Rating: 3/5
Napoleon
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UAE currency: the story behind the money in your pockets
Afcon 2019
SEMI-FINALS
Senegal v Tunisia, 8pm
Algeria v Nigeria, 11pm
Matches are live on BeIN Sports
How Islam's view of posthumous transplant surgery changed
Transplants from the deceased have been carried out in hospitals across the globe for decades, but in some countries in the Middle East, including the UAE, the practise was banned until relatively recently.
Opinion has been divided as to whether organ donations from a deceased person is permissible in Islam.
The body is viewed as sacred, during and after death, thus prohibiting cremation and tattoos.
One school of thought viewed the removal of organs after death as equally impermissible.
That view has largely changed, and among scholars and indeed many in society, to be seen as permissible to save another life.
Yahya Al Ghassani's bio
Date of birth: April 18, 1998
Playing position: Winger
Clubs: 2015-2017 – Al Ahli Dubai; March-June 2018 – Paris FC; August – Al Wahda
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Brief scores:
Toss: Sindhis, elected to field first
Kerala Knights 103-7 (10 ov)
Parnell 59 not out; Tambe 5-15
Sindhis 104-1 (7.4 ov)
Watson 50 not out, Devcich 49
Panipat
Director Ashutosh Gowariker
Produced Ashutosh Gowariker, Rohit Shelatkar, Reliance Entertainment
Cast Arjun Kapoor, Sanjay Dutt, Kriti Sanon, Mohnish Behl, Padmini Kolhapure, Zeenat Aman
Rating 3 /5 stars
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RACE CARD
6.30pm: Maiden (TB) Dh82,500 (Dirt) 1,200m
7.05pm: Maiden (TB) Dh82,500 (D) 1,900m
7.40pm: Handicap (TB) Dh102,500 (D) 2,000m
8.15pm: Conditions (TB) Dh120,000 (D) 1,600m
8.50pm: Handicap (TB) Dh95,000 (D) 1,600m
9.25pm: Handicap (TB) Dh87,500 (D) 1,400m
