Instagram有望吞掉傳統圖片產業

今天，一些Instagram 用戶完全處於恐慌狀態，因為這家數碼照片分享公司改變了服務條款。簡單點說，Instagram將允許贊助商使用用戶上傳的內容及其相關數據。因此，如果你自己做了無敵美味椒鹽雞，然後拍了照片上傳，如果哪天它出現在Instagram網站上蓋?費李瑞的American Kitchen & Bar的廣告中，你可千萬別驚訝。

科技評論家尼萊?帕特爾指出，這絕不等同與Instagram向第三方出售用戶內容且對其使用不加限制。相反，這更類似於Facebook對贊助帖的做法。這也順理成章，因為Instagram已經被Facebook收購。

不過，我很想知道，這是否是社交媒體開始消滅傳統圖片庫業務的第一步。如果我是兩個月前才剛剛花33億美元巨資收購了Getty Images（全球最大的商業圖片網站——譯註）的凱雷集團（Carlyle Group），現在一定非常緊張。

我們不妨設想一下，如果Instagram向用戶提供這種服務：用戶可以選擇加入分享項目，允許Instagram將自己的照片出售給第三方，而用戶將獲得10%的照片收益。當然，如果照片有幸被出售給了新聞媒體，用戶還能獲得署名權。

這種做法是不是嚴重威脅到了Getty這類公司？尤其是在數字領域？凱雷集團已經承認，Getty需要在該領域加快布局。誠然，Getty提供的照片都出自專業人士之手。但是，誰又能說發燒友拍的落日照片一定比不上專業人員的水平？或者說，下月的新總統就職典禮上，智能手機抓拍的照片就一定不能出佳作？別忘了，還有無敵美味椒鹽雞的照片呢。

如果Instagram 還能以大大低於Getty的價格出售它的照片——或許還能提供類似的訂閱服務——那麼社交媒體真能橫掃圖片庫業務。

不過，Instagram目前還沒有發展到這一步。

Getty一位女發言人稱該公司隔天將發表相關評論，但目前無可奉告。

譯者：項航

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.