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商业 - 科技

Instagram有望吞掉传统图片产业

Dan Primack 2012年12月20日

按照现在的发展趋势,社交照片应用Instagram未来有望将用户上传的照片出售给第三方。这样,它庞大的用户群都将成为它的签约摄影师。尽管业余摄影师不能保证所有照片都能达到专业人员的水准,但Instagram还可以祭出低价的法宝。如此一来,Getty这样的图片公司将面临极大冲击。

    今天,一些Instagram 用户完全处于恐慌状态,因为这家数码照片分享公司改变了服务条款。简单点说,Instagram将允许赞助商使用用户上传的内容及其相关数据。因此,如果你自己做了无敌美味椒盐鸡,然后拍了照片上传,如果哪天它出现在Instagram网站上盖•费李瑞的American Kitchen & Bar的广告中,你可千万别惊讶。

    科技评论家尼莱•帕特尔指出,这绝不等同与Instagram向第三方出售用户内容且对其使用不加限制。相反,这更类似于Facebook对赞助帖的做法。这也顺理成章,因为Instagram已经被Facebook收购。

    不过,我很想知道,这是否是社交媒体开始消灭传统图片库业务的第一步。如果我是两个月前才刚刚花33亿美元巨资收购了Getty Images(全球最大的商业图片网站——译注)的凯雷集团(Carlyle Group),现在一定非常紧张。

    我们不妨设想一下,如果Instagram向用户提供这种服务:用户可以选择加入分享项目,允许Instagram将自己的照片出售给第三方,而用户将获得10%的照片收益。当然,如果照片有幸被出售给了新闻媒体,用户还能获得署名权。

    这种做法是不是严重威胁到了Getty这类公司?尤其是在数字领域?凯雷集团已经承认,Getty需要在该领域加快布局。诚然,Getty提供的照片都出自专业人士之手。但是,谁又能说发烧友拍的落日照片一定比不上专业人员的水平?或者说,下月的新总统就职典礼上,智能手机抓拍的照片就一定不能出佳作?别忘了,还有无敌美味椒盐鸡的照片呢。

    如果Instagram 还能以大大低于Getty的价格出售它的照片——或许还能提供类似的订阅服务——那么社交媒体真能横扫图片库业务。

    不过,Instagram目前还没有发展到这一步。

    Getty一位女发言人称该公司隔天将发表相关评论,但目前无可奉告。

    译者:项航

    Some Instagram users are in full-filtered panic mode today, after the digital photo-sharing company altered its terms of service. Basically, Instagram will allow sponsors to promote user content and associated data. So if you upload a photo of your Awesome Pretzel Chicken Tenders, don't be surprised to see it featured in the Instagram feed of Guy Fieri's American Kitchen & Bar.

    As Nilay Patel points out, this is very different from Instagram selling user content to third-parties without any rules on how its used. Instead, it's closer to what Facebook (FB) does with sponsored posts. Makes sense, given that Facebook owns Instagram.

    But I do have to wonder if this is the first step toward social media killing off the traditional stock imagery business. And if I'm The Carlyle Group (CG), which paid $3.3 billion to buy Getty Images just two months ago, I'd be nervous.

    Imagine, for a moment, if Instagram had made this offer to users: You can opt in to a program that lets us sell your photos to third parties, and in exchange we will give you 10% of the revenue. You'll also get photo credit, if the image is sold to a news agency.

    Wouldn't this present a major challenge to a company like Getty? Particularly on the digital side, where Carlyle already has acknowledged the company needs to step up its game.To be sure, Getty offers images taken by professionals. But who's to say that a couple amateur sunset shots aren't just as good? Or that one smartphone shot from next month's presidential inauguration won't come out great? Or, again, those Awesome Pretzel Chicken Tenders?

    And if Instagram is able to sell its photos for significantly less than Getty -- and perhaps offer a similar subscription service -- then social media could seriously eat into the stock photo business.

    Again, Instagram isn't going there. Yet.

    A Getty spokeswoman said that the company would have some related comments tomorrow, but could not share any thoughts today.

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