Messing around with Terms and Conditions sunk it
It is starting to look like Instagram could suffer seriously from its control freak antics. While the company quickly realised that its plans to nick the photographs of users without paying for them simply by changing the terms and conditions would not really fly, it seems that customers see the brand as contaminated.
The figures show that the photo-sharing app continues to gain monthly active users so all is not lost, but it does indicate how careful companies have to be about their customers perceptions. In this case it was a listing in the new terms and conditions which said that users granted the company a non-exclusive, fully paid and royalty-free, transferable, sub-licensable, worldwide license to use the content that you post on or through the service.