#ffffound

It died in 2023, during a sunny June, though the process started taking place way before that date. It’s unclear, though, the reason why it started to happen. And, since I’m not a journalist, I might focus on why it meant so much to me for so long.

WeHeartIt, famous for embracing thousands of people around the idea of creating personal galleries and sharing them with friends, was born in 2008 from a Brazilian developer. He came up with the idea of creating a platform where people could save, share and, most importantly, heart images.

And didn't that work out? At its peak, the social network had 25 million monthly users and partnered with brands such as Teen Vogue to promote content and increase that reach. Of course, there was always Pinterest, but this wasn’t it. WeHeartIt was a hot mess of posting and hearting and expressing ourselves through the images we saved or the postcards we sent or even the collections we built. Of course, you could open Pinterest and organize your ideas, wishes, and... crochet templates, I guess? But at WeHeartIt, what looked like a mess would then become a gallery with layers of meanings and feelings, resembling the rings of trees. Our profiles, as rings of trees can tell us about a harsh winter or a particularly hot summer, would have layers composed of travel dreams, romantic ideas, or heartbreaking moments. It was safe and, as a 2018 article from Women’s Forum would point out, it was a mood booster.

Can you imagine such a lovely mess? "Dancing On My Own" was at the top of the parades (at least for hipsters worldwide), Tumblr was the next most favorite network, and Facebook wasn’t as cringe as it is now. In the middle of all that, WeHeartIt was thriving. Saving us from the boredom and helping us all to create a gallery where we could go back to see (and feel) all that was there to remember.

But then, things started to go somewhere out of the road, and we learned that good and new features don’t necessarily mean improvement. The app didn't have to try and be anything else. Of course, a design refreshment is always welcome, but some of the updates were simply needless or had no sense at all. All of that led to what we encounter today when we go into the platform website.

I won’t refer to all of the annoying-but-still-not-changing-the-core-of-the-app updates and features. I’m talking about ads, postcards, articles and yes, podcasts. Though all of these were meaningless and even annoying, they never interfered in my possibility of using the core functions of the app: managing my profile, visiting other people’s profiles, and hearting images.

Then, all of a sudden, WeHeartIt starts rolling out a message saying that the app will now focus on other features and so, they would do part with profiles and hearting. Yes, you read that correctly. The owners of the app decided that the main functions of the website should no longer be available, in order to redirect the main focus of the app to photo editing.

As I said in a rather harsh review of the latest version of the app in Apple’s App Store:

The so-called "photo editing" capabilities are laughable, barely a patch on dedicated apps in that domain. It's utterly disheartening that even a relic like the 1967 app surpasses WeHeartIt as a creative tool at this point. There appears to be an overwhelming lack of satisfaction with this so-called "upgrade."

Though scattered around the web, many of the platform users have shown their discomfort with the current state of the app. A quick search on Twitter, Reddit, App Store Reviews, and even Tumblr shows us. Even though some users still try to make some of the old features of the service work, it’s only a matter of time until the database is updated and we no longer have access to any image at all.

It’s sad that WeHeartIt is dying. The idea was great, and the execution worked for a while, but now it just looks as if the owners of the platform are looking for an excuse to shut it down permanently. We might as well just end up with a page like the former ffffound.