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Instagram's big outage could have been quite costly for influencers



Wednesdays are the best day to post on Instagram for Chelsie Petras, a 27-year-old social media influencer based in New York City.

Petras, who runs an Instagram account focused on wine called @chelloveswine, says she has the most engagement on Wednesdays, probably due to the popularity of "Wine Wednesday," where users post memes and photos related to wine.

But not this Wednesday. Facebook was hit with

a partial outage affecting users

from around the world that stretched for over 20 hours. Its other platforms, such as Instagram, Messenger and WhatsApp, also experienced issues. Facebook blamed the outage on a "server configuration change."

Influencers had to move fast or lose money. Petras shifted a paid Instagram post for a company she's a brand ambassador for all the way to Saturday. "It was a pain," said Petras. "I had to shift my schedule and figure out how to still incorporate this post." Influencer marketing agencies such as Village Marketing, which connects social media stars to deals, said it had to move hundreds of posts to Thursday. A similar platform called Activate said brands had to delay campaigns or have influencers re-mail content.

It was a wake-up call for some users about how much power Instagram has

"[It̵

7;s] a reminder of the importance of cultivating and having influence across a variety of digital channels, "Lauren McGrath, VP of studio and strategy at Activate. "If you were to leave tomorrow, if it was actually yesterday, it would be detrimental to an entire tier of influencers who have built and monetized their personal brands on the back of this singular platform."

The outage became a cultural moment , with everyone from celebrities to social media professionals, influencers, brands and the average user posting about rival products, including Twitter.

Andrew Clark, a Facebook editor at the Indianapolis Star, a news organization based in Indiana, used the publication's official Twitter account to solicit cute animal pictures. Then he shared them on IndyStar's website.

"hello, it's IndyStar's social media guy. Facebook is down. I'm bored. Tweet some cute animal pics at me or something," Clark wrote.

Celebrities , including actors Mindy Kalling and Lindsay Lohan, also weighed in.

Lindsay Lohan

tweeted

: "@instagram please contact me," which got a response from Instagram head Adam Mosseri. He

wrote back:

"What's up?"

Some brands capitalized on the outage to poke fun at Facebook. Denny's tweeted: "instagram and facebook are down but Denny's is always open."

People complained about it in real life, too. outage and kept refreshing Instagram to see if it was back up (myself included). But that didn't stop patrons from posing at the two photo booths at the event, to get a good Instagram shot to post later (again, guilty). at the app. "I checked my phone 15 times knowing Instagram was down," said Petras, the social media influencer. to her Instagram Story.

"It was nice to be able to enjoy the dinner without pressure of posting," Petras said. "I almost felt like I had better conversations with the winemakers and other influencers and freelance writers because I wasn't worried about getting content to post."

"Not having to touch my phone," she said, "was really nice . "


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