I think it is surprising they went with the Instagram branding. Instagram has a better brand reputation than Facebook but I would also say that the brand image is still more for young and fun content, less serious things. Which I would think appeals more to younger people 20-35yo.

While what makes twitter great is that it is a more serious platform where you can get the ‘insight’ of professionals (journalists, politicians, etc).

That being said, Twitter’s brand is in the toilet right now. Maybe that is enough for this to attract people.

I do wonder what the alternative would be? Whatsapp branding? Feels off too… Would it have been better to use a new brand?