Hipstamatic CEO Lucas Buick.

But it seems Hipstamatic isn’t dead quite yet. While the company laid off its engineering team last summer and has tried a few others social apps in the past that didn’t catch on, it plans to announce the debut of Oggl on Wednesday, a standalone app to serve as a social network for your Hipstamatic photos. It will also introduce the ability for users to subscribe to Hipstamatic for exclusive filters.

Even more broadly, it seems Hipstamatic is trying to position itself as the photography app for the true artist, not necessarily for anyone with an iPhone. At the company’s press event in San Francisco on Tuesday, CEO Lucas Buick quoted famous photographer Ansel Adams, showed the work of photojournalist Damon Winter, and referred to features with words like “filters,” “lenses,” and “new gear,” — the types of phrases you hear from serious photographers.

In other words, this is not the app for your selfies.

“We’re trying to build this little empire for photo nerds,” Buick told me. “We’re not trying to build something to be a new communication tool. It’s really an art tool.”

The traditional Hipstamatic app will stay the same for those who want to keep using it, but Oggl will provide the same photo-taking capabilities while also allowing users to share those photos into a feed — very much like Instagram. And most importantly, users can still share photos to other apps including Instagram, Facebook, Twitter, Flickr, and Foursquare. The app adds a feature I’ve always wished Instagram would adopt, which is basically a photo retweet, or the ability to re-post someone else’s photo that you like. For now, you still have to take your photo in the Hipstamatic app, preventing people from uploading photos they took with a “real” camera and slapping on a filter.

The app will launch in Apple’s App Store this week, and will at first become available on an invite-only basis as it rolls out slowly to users. The app is free to download, with the option to subscribe for 99 cents per month, or $10 per year, for access to special filters and other features.

There’s no question that the addition of a Hipstamatic feed where I can check out my friend’s photos would make me far more likely to use the app. Previously, Hipstamatic wasn’t a destination — it was a camera tool. But that could change; the Hipstamatic filters and photo processing somehow feel more high-quality and expansive than the options on Instagram. Plus, the sharing features that allow me to take photos in Hipstamatic and send them elsewhere is great, especially as social apps are increasingly building silos around content.

There are aspects of Oggl that feel cluttered and confusing. The requirement that you take your photos in Hipstamatic rather than upload them from the camera roll is a real deal-killer. When I’m out on a hike or walking down a busy city street, I want to be able to quickly snap a photo to filter and share on Instagram later. If I have to open an app, there are a lot of photos I’d never take. And the navigation on Oggl between the camera, the multiple filters and lenses, the main feed, and the sharing options isn’t terribly clear.

But using Oggl, I’m reminded of why I initially fell in love with Instagram. As CEO Kevin Systrom has highlighted before, it’s all about the simplicity. Scroll, heart, snap, filter, share. That’s it.

The app’s confusing nature, and Buick’s discussion of Hipstamatic as a “lifestyle brand” in addition to being an app could reflect some of the turmoil and changes the company has faced since Instagram’s rise, which Fast Company examined in a three-part profile of the company’s struggles. Buick said that after Facebook bought Instagram, “everyone thinks they need to buy Hipstamtic,” but that he’s committed to remaining independent of both an external owner or venture funding.

“For us, the biggest challenge is to find ourselves and not forget what we’re doing,” he told me.

So it’s possible that Oggl is too little too late when it comes to social photo apps. But it’s also worth considering that if Instagram starts integrating even further with Facebook over the next few years, and if more sponsored content or advertising starts showing up in Instagram feeds (which isn’t a remote possibility), users could tire of Instagram and start looking for another solution.

And if Hipstamatic sticks around, it could be a good choice.

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In a blog post, the company described the update, which will be available on Instagram for iOS and Android:

“There will now be a Photos of You section on your profile. When someone adds you to a photo, you’ll receive a notification and the photo will appear in your Photos of You. Want to make sure you like the photo first? No problem: you can easily adjust your settings so nothing appears on your profile until you approve it. Before your Photos of You section is visible to other people, you’ll have until May 16th to play around and get used to the feature.”

Tagging someone is different than just mentioning them in a comment, so photos you’ve previously been @-mentioned on will not appear on your profile page immediately.

The focus on people and tagging your friends and favorite coffee shop is quintessentially Facebook, a company that’s always talking about people, whether it’s the launch of Facebook Home and a phone organized by “people instead of apps,” or the re-launch of News Feed with the emphasis on large photos of people.

And by being able to tag businesses, like your favorite coffee shop, in addition to your friends, the update points a clear path to Instagram setting up for advertising, which Facebook CEO Mark Zuckerberg hinted at on Wednesday’s earnings call.

“I’m really proud of how Instagram is going,” Zuckerberg said on the call Wednesday. “Kevin and his team made incredible progress since last april, and the Instagram community is growing even faster than the Facebook community did when it was this size.”

Zuckerberg said advertising on Instagram is “something we’re thinking about,” which wouldn’t be surprising as Instagram moves into its second year under Facebook’s ownership, a deal that was announced in April 2012, but hadn’t produced many changes to Instagram at first. However, tagging people and having a page aggregating photos of you are both very Facebook-like features, and being able to tag brands would set the company up to create brand-specific Instagram accounts and features like Facebook Pages.

For users, it’s important to note that the “Photos of You” will become visible to your followers on May 16, so you can play around with the feature until then and approve photos before they go live to others.

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But for Instagram and its users themselves? Things haven’t actually changed all that much — so far.

One year ago on April 9, 2012, Mark Zuckerberg announced on his Facebook wall (where else?) that the not-yet-public Facebook would acquire Instagram. Founded in 2010 as a pivot from a location-based app called Burbn, Kevin Systrom and Mike Krieger’s Instagram turned into a scrappy mobile startup that seemed like the antithesis of Facebook’s ubiquitous web platform. It seemed like an odd match, and the even if the sale was a defensive move to keep Instagram out of Twitter’s hands, Zuckerberg explained why the duo still made sense:

“This is an important milestone for Facebook because it’s the first time we’ve ever acquired a product and company with so many users. We don’t plan on doing many more of these, if any at all. But providing the best photo sharing experience is one reason why so many people love Facebook and we knew it would be worth bringing these two companies together.”

The fears that came with the purchase

I wasn’t yet a tech reporter when I heard about the Facebook acquisition, but I remember having an instant sense of fear when I heard the news. Instagram was one of the first apps I eagerly downloaded when I got my first smartphone in August 2011. In the 20 months since then, I’ve shared more than 700 photos on the service, or on average, more than a photo a day. When I heard the news, my immediate worry was that Facebook would kill the app I’d grown to love, a tool that I have used to document my favorite memories over the past year.

And needless to say, I wasn’t alone in this fear. A quick Google search for “Will Facebook ruin Instagram” brings up at least five articles by that title on the first page of results. To say that people were aprehensive is putting it mildly.

What’s stayed the same

But now a year after the deal was announced, the essential core of Instagram — being able to quickly take and share mobile photos that look good, upload instantly, and generate positive social feedback from friends — hasn’t really changed. Sure, there have been signs that Instagram is under new ownership, such as the terms of service debacle in December. But the threats of quitting Instagram seemed overblown, and for now, my feelings about the app I first downloaded remain the same. Instagram still feels like a fast, efficient, and creative world within the app.

Mobilize 2012: Om Malik – Founder and Senior Writer, GigaOM Mike Krieger – Co-Founder, Instagram

Before the Facebook acquisition, Systrom said the company was aiming to hit 100 million users, and the app went ahead and met that benchmark in February of this year. The acquisition didn’t slow user growth, but it didn’t triple the predictions either — presumably once you start reaching large enough numbers, it’s hard to keep growing at earlier paces. But the app continued to do well, likely strongly influenced by the jump to Android just days before the acquisition that turbocharged usage and the increased support from Facebook’s servers to handle increased capacity.

So far, we haven’t seen a designated Instagram tab appear on Facebook profiles. And aside from larger photos on the revamped timeline (for all photos, not just those from Instagram), and integrated likes on photos, there hasn’t been much in the way of preferential treatment for the photo app, as Zuckerberg noted in March. Of course this could, and probably will, change over time. But for now, we haven’t seen anything too radical.

What’s changed

However, we have seen some changes to the platform over the past year. They might not be ones that casual users would notice, or changes that alter the core experience of Instagram. But they do hint where the company could be headed, and how the two companies are interacting so far:

1. It set off the battles among the web giants. Over the past year we’ve seen the launch of apps and products like Twitter’s photo filters, Twitter’s video service Vine, Flickr’s re-launched mobile app, and the rise of Snapchat. The Instagram acquisition came as Facebook realized it didn’t have a lock on how people shared photos, or as Om wrote, “Facebook was scared shitless and knew that for first time in its life it arguably had a competitor that could not only eat its lunch, but also destroy its future prospects.” But the acquisition didn’t slow down Facebook’s competitors, and suddenly Instagram was pulled into the ongoing struggles between Twitter and Tumblr and Apple and Facebook. Instagram had previously been friendly in allowing users to cross-post content to a variety of sites like Tumblr and Twitter, and Twitter co-founder Jack Dorsey was an early investor in Instagram. But with reports that Twitter failed at acquiring Instagram just before Zuckerberg succeeded, relations between the companies deteriorated later in the year.
2. Instagram has to play by Facebook’s rules now. Until December, we hadn’t seen many consequences from Instagram’s new owners, but when Instagram updated its terms of service and people thought their Instagram photos of their kids could end up on billboards, they freaked out. Intentionally or not, Instagram had gone down Facebook’s “do it now, ask permission later” path, and as it has with Facebook, it got Instagram in trouble. While it seems people’s proclamations of swearing off Instagram didn’t really last, it served to remind causal users of the app that the acquisition had really taken place.
3. Say hello to the web. Prior to the deal, Instagram’s founders had said repeatedly that they had no interest in moving Instagram to the desktop, but the company did launch desktop profiles in November and photo-viewing and feeds in February. It’s hard to tell if those additions have changed the service much, but as we wrote before it’s the ability to upload photos via desktop that would change the alter the experience more dramatically — that so far, the founders have said they’re not interested in adding.

Looking forward to the next year of Facebook + Instagram

So what will happen to Instagram over the upcoming year? Facebook has been through some serious changes since the acquisition – there was the botched IPO, the dramatic improvement of the speed and user experience on mobile, the launch of e-commerce products with the Karma acquisition and Gifts, the launch of Graph Search, the revamp of Newsfeed and tweaks to Timeline, and a new Home on Android.

Post-IPO, the company is building up its service as an advertising network, and doubling down on ways to make money. It seems like Instagram could be the next target for that. Emily White, Sheryl Sandberg’s protege at both Google and then Facebook where she worked on AdWords and then Facebook’s mobile partnerships, just announced last week that she’s joining Instagram’s team to be director of operations for the group. White’s joining Instagram could do for the group what Sandberg’s arrival did for Facebook: hello, monetization and advertising. We’ve already seen celebrities using their large followings on Instagram for brand endorsements.

But if users flipped out over terms of service (that a lot of people don’t even read anyway), it’s easy to imagine the outrage that would come if and when mobile ads started appearing in the Instagram feed. That could be the tipping point for many users who haven’t seen big changes over the past year. But it also could be the way for Facebook to start making up the billion dollars it spent on those photos of yours.

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100 million monthly active users is a decent statistic that puts Instgram’s traffic at about half that of Twitter, which most recently announced 200 million monthly actives, and close to Google+ with 135 million (although neither comes close to Facebook’s behemoth 1 billion .)

Instagram wrote in a blog post Tuesday about the milestone, noting how far the company has come:

“For the first time, we understood why Instagram was going to be different. We understood the power of images to connect people to what was happening in the world around them. And, although Instagram had a fraction of the user base it does today, that night we saw a preview of what Instagram would enable at a much larger scale down the road.

Now, nearly two and a half years later, over 100 million people use Instagram every month. It’s easy to see this as an accomplishment for a company, but I think the truth is that it’s an accomplishment for our community. Now, more than ever, people are capturing the world in real-time using Instagram—sharing images from the farthest corners of the globe. What we see as a result is a world more connected and understood through photographs.”

Co-founder Kevin Systrom explained Instagram’s growth at GigaOM’s Roadmap event in November, saying its focus on speed and reliability let the company continually refine one product rather than spread itself too thin. The company launched in October 2010 and sold to Facebook in May 2012. In November Systrom said he wasn’t worried about challenges from Twitter’s photo filters product or a video product, since Instagram was built to be something different:

“Instagram is a community, not a filters app,” he said at the event.

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Instagram launched desktop profiles that allowed users to view their own photos in a grid-like layout outside the mobile app in October. The addition of a desktop feed creates serious growth and monetization opportunities for Facebook — it spreads the influence of Instagram far beyond the iPhones where the app started, and it sets the company up for greater advertising options, which are still more profitable on desktop than mobile.

The move comes at an interesting time, as Facebook works to emphasize its mobile qualities — it finally has more active users on mobile than desktop — but for Instagram, reaching a wider audience means moving to every available platform.

Instagram co-founder Kevin Systrom wrote in a blog post Tuesday about the company’s expansion, explaining why it originated on mobile but has decided to expand:

 Since our launch in October of 2010, we’ve focused on building a simple app that has inspired creativity while capturing everyday moments through the lens of your mobile phone. In fact, our focus on building out a mobile-only experience is a unique path that we’ve chosen for many reasons, the most important of which is that Instagram, at its core, is about seeing and taking photos on-the-go. However, to make Instagram even more accessible to our growing community, at the end of last year we started to expand to the desktop web, giving you the ability to see profiles from instagram.com. To continue that path, as of today, you can now browse your Instagram feed on the web – just like you do on your mobile device.

Critically, users still can’t upload photos from the desktop. Sure, they can interact with the Instagram photos by liking and commenting and displaying a profile, but the actual photo upload process remains mobile-only. The transition to desktop photo-uploading seems possible, since it would allow even more users to access and participate in the site even if they don’t have the app. But an Instagram spokeswoman said they currently have no plans to offer that. So for now, it seems the basic mobile DNA of Instagram will remain intact.

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I probably have less tolerance for video than most people, but in looking through the number of social video products in just my first six months at GigaOM and watching companies struggle for traction, I was convinced video still has hurdles to overcome before it becomes a successful social product on mobile. Which is why Vine, Twitter’s new video-sharing service that debuted last week, has me somewhat intrigued. It’s not clear that Vine is the answer to the social video problem, but it does appear that the service has solved a number of obstacles inherent to video that have traditionally kept it from mainstream success. And despite myself, I had fun putting together my first Vine.

The benchmark for that success, of course, is Instagram. The company that became the poster child for social photo-sharing proved there’s money to be made in translating a new medium to the masses on mobile; at least for the entrepreneurs. Instagram’s success hinged on simple editing that made your photos look beautiful, a fast and reliable product experience, and a strong sense of user community. But when Om asked Instagram co-founder Kevin Systrom last November at GigaOM’s Roadmap conference whether Instagram would ever tackle video, Systrom outlined his reservations about the medium:

“No one wants to sit outside at a ballpark waiting for a video to load while there are 100,000 people around you wandering and you’re trying to get network signal. It’s hard enough for us to push an image down to you, I can only imagine a moving image,” he said. “[Videos] are just innately harder to produce and consume.  In order to consume a video you don’t swing past it and then you’re done. You actually have to sit and engage with it and watch it the full length — I think that’s one of the harder parts of consuming. And producing, you’re sitting there trying to frame the shot and you’re trying to get the interesting part of the video in it, but it turns out that no one wants to sit there editing a video for four minutes on their small little device. So I think what we have to do is figure out the balance of production and consumption that makes it really interesting and fast to do.”

The genius with Vine is that you can upload only six seconds of footage. Six seconds is nothing — more like an animated GIF. And Vine’s editing process is stupidly simple. Our data networks might not be much faster than they were in November when Systrom expressed doubts, but uploading or downloading six seconds of video is going to be much easier than uploading or downloading a three minute video to YouTube. And the editing process is about as simple and intuitive as you could imagine — hold your finger down to capture video, lift it up to pause recording, and keep pausing and lifting until you hit six seconds of footage. Upload, share, and you’re done. I completely understood how it worked on my first try.

People are fascinated by Vine right now, as evidenced by VinePeek, the site that loops Vine videos as they’re uploaded. It’s mesmerizing in the way Chatroulette was — it gives you a peek into other people’s lives. The concern for Twitter is that Vine will go the way of Chatroulette, and people will quickly lose interest amid a sea of naked men. Some users already have their doubts – the footage is mundane, it’s completely new territory for Twitter to take on, and naked pics are already cropping up and causing issues.

But frankly, acquiring the three-man Vine team for a non-disclosed amount seems like a relatively small investment on Twitter’s part. Because there’s potential for a huge payoff for the company that finally gets social video right.

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Instagram originally released the updated terms on Monday, setting off a firestorm of complaints from users who disliked the new terminology that said “a business or other entity may pay us to display your username, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you.” The update on Tuesday said the company was listening to its users, had no intention to sell their photos, and would not retain ownership over the images. It said: “We are working on updated language in the terms to make sure this is clear.”

But in a blog post Thursday, Instagram co-founder Kevin Systrom wrote that the company would be going back to the original terminology for advertising-related issues, rather than putting a new terms of service into place as the company said it would Tuesday, and using the original language from 2010:

“Earlier this week, we introduced a set of updates to our privacy policy and terms of service to help our users better understand our service. In the days since, it became clear that we failed to fulfill what I consider one of our most important responsibilities – to communicate our intentions clearly. I am sorry for that, and I am focused on making it right.

The concerns we heard about from you the most focused on advertising, and what our changes might mean for you and your photos. There was confusion and real concern about what our possible advertising products could look like and how they would work.

Because of the feedback we have heard from you, we are reverting this advertising section to the original version that has been in effect since we launched the service in October 2010. You can see the updated terms here.”

An Instagram spokeswoman confirmed that the company decided to revert to the old terms of service because it doesn’t yet have immediate advertising plans to put in action, and that they’ll update the language when they do.

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1. What major U.S. mobile carrier is still operating under its original name?

A: AT&T
B: Verizon Wireless
C: Sprint
D: T-Mobile

2. In April, the Department of Justice and 31 states sued book publishers and Apple for allegedly colluding to set ebook prices. Which of the following did NOT APPEAR in the DOJ and states’ original complaints?

A: A “decisionmaker” was quoted as saying “F*** Amazon.”
B: A publishing executive was quoted as instructing someone to “double-delete this email.”
C: Publishing CEOs were described as meeting in “‘The Chef’s Wine Cellar,’ a private room at Picholene,” where “business matters were discussed.”
D: Publishing executives referred to themselves in an email as “the Club!”

3. Just as Twitter launched its own photo editing and filters service, Instagram released updates to its popular app, including the addition of a new photo filter. What was this filter called?

A. Wander
B. Willow
C. Wrestle
D. Tousle

4. We’re producing and consuming data at the same rate your kids attack the bowls of holiday M&Ms left around the house this time of year. But as we move past petabytes and exabytes to the even more esoteric zettabytes and yottabytes what comes next?

A: Googolbytes
B: Brontobytes
C: Gegobyte
D: Mondobytes

5. What was one of the big secrets about Apple revealed during executive testimony at the Apple-Samsung trial?

A: Jony Ive had been lobbying for years for an iPhone with a 5-inch screen
B: Scott Forstall was not Steve Jobs’ first choice to run the iPhone team
C: Steve Jobs was not against the idea of 7-inch tablets after all
D: Google’s Eric Schmidt had helped convince Jobs to build the iPad

6. Long before the iPhone, Androids and Windows Phone, Microsoft did have a sizable percent of the personal digital assistant (PDA) market. These devices eventually turned into Windows Mobile smartphones and at one point, the platform was forecast to surpass that of Symbian. Which of these companies did NOT make a Microsoft-powered PDA:

A: Casio
B: Handspring
C: Toshiba
D: Compaq

7. What event set the new world record for the most simultaneous tweets per minute in 2012?

A: The closing ceremonies of the Summer Olympics
B: A live Twitter interview with Justin Bieber
C: Pope Benedict’s first Twitter conversation
D: The night of the federal election

Click through to see the answers.

Feature photo courtesy of Shutterstock user Shawn Hempel; Tim Cook/Dave Grohl photo courtesy of @tim (Tim Bradshaw)

Go to page 2 (of 2) on GigaOM .

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The story notes that Systrom’s testimony carries perjury risks or fraud risks if Instagram did indeed recieve offers from Twitter before the sale to Facebook, since if Twitter did not receive a chance to provide a counter-offer, Instagram investors could have lost an opportunity to make more money off the acquisition.

When asked for a response to the Times story, Facebook declined to comment. Twitter has not yet responded for comment.

Any potential legal issues might rest on the notion of whether Twitter’s offer was ever really considered a “formal offer,” which Systrom explicitly denied took place. However, shareholder lawsuits have been filed over less.

Facebook initially announced that it was acquiring Instagram for about $1 billion in April, but by the time the deal closed in September, it was worth closer to $735 million since the value of Facebook had dropped since the company’s IPO in May.

Instagram and Twitter have recently been sparring over photos on the two services, seen as a key component for keeping user attention. First Twitter removed the ability for Instagram users to find their friends through Twitter’s social graph. Then Instagram rolled out profiles for the web, and then removed capabilities for Twitter cards, meaning Instagram photos will no longer show up within Twitter streams. Twitter followed up by rolling out its own version of photo filters the following week.

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Ben Silbermann, CEO, Pinterest RoadMap 2012 (c) 2012 Pinar Ozger pinar@pinarozger.com

Pinterest tends to be a little quieter than other social networks but has a passionate userbase, so not surprisingly the change was noted by Kelly Lieberman, a Pinterest user and social media manager, who noted this weekend that photos pinned on Pinterest and cross-posted to Twitter were showing up in her Twitter stream.

Update: A Pinterest spokeswoman initially confirmed the addition of support for Twitter cards at the beginning of last week, but later clarified that support is limited.

Twitter cards allow a service whose content is posted to Twitter to have that content appear in-stream by tapping a tweet to expand and view photos, videos, or article previews. Instagram used to have this feature, until co-founder Kevin Systrom announced last week that the company would cut support, angering users who will now have to open one more tab in their browsers to see photos.

Pinterest is a social network that allows users to post or “pin” images from across the web onto virtual pin boards, like and comment on other pins, and create private boards for sharing and curating information. Speaking at GigaOM’s RoadMap conference in November, CEO Ben Silbermann noted that even as Pinterest has become adopted by plenty of mainstream users who aren’t necessarily early tech-adopters, they didn’t build the site for any particular group of people.

“When we built Pinterest, we didn’t build it with a specific demographic in mind,” Silbermann said. “We built it for ourselves.”

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