That is true, I’m a bit baffled they didn’t integrate this in some capacity into instagram itself. With that said I think this has a higher likelihood of success than instagram apps made for instagram users since this is an Instagram app using Instagram to launch a twitter replacement.

> I’m a bit baffled they didn’t integrate this in some capacity into instagram itself.

Boomerang and Layout functionality is built in to Stories, now. Shopping is also integrated.

Fair point although I think “Hi there’s a new Instagram tab that is twitter” would be a more effective way to gain users than “go download a different app that you then have to log into using Instagram”

> However, it is not good at launching standalone apps either.

That's ok, and in many ways preferable and transparently communicated in many cases. They spin off an independent application, build an audience, figure out what features best convert and migrate those to the primary platform and transition the userbase over to it. Rinse and repeat.

It allows them to try, learn and refine in a sandboxed environment and bring the best over.

They often talk of this process in terms of their "experiments"