Instagram has taken away one of its most popular features, allowing people to view Instagram photos in tweets on their Twitter feeds.
This is part of the now Facebook-owned Instagram’s attempt to drive traffic away from the rival social networking site.
Kevin Systrom, the CEO of Instagram, which allows people to share photos featuring numerous filters with their friends that was purchased for $1 billion by Facebook earlier this year, announced today that Instagram has turned off support for “Twitter cards,” signaling a deepening rift between two of the web’s biggest brands.
Twitter users started to complain earlier this week in public messages that Instagram photos were not displaying properly on Twitter’s website.
“We believe the best experience is for us to link back to where the content lives,” said Mr. Systrom in a statement clarifying the situation.
This may have to do with Instagram’s recent development of their web-based services, as its services only used to be available via their app for smartphones.
“A handful of months ago, we supported Twitter cards because we had a minimal web presence,” Mr. Systrom said, noting that the company has since released new features that allow users to comment about and “like” photos directly on Instagram’s website.
The rivalry between Facebook and Twitter intensified in April when Facebook won the bidding war to nab fast-growing Instagram in a cash-and-stock deal valued at the time at $1 billion.
The acquisition closed in September for roughly $715 million, due to Facebook’s recent stock drop.
The companies’ ties have been strained since. In July, Twitter blocked Instagram from using its data to help new Instagram users find friends.
In what was quiet for a couple of years, the Twitter/Facebook war may be intensifying, with Instagram serving as the igniter.
James Gilbert | Elite.