Now
Now an Instagram-like platform in beta invites users in a twist: the business behind Meta is labeled extremist by some observers, while the planned release of Rossgram never happened. The beta is open to everyone and mirrors Instagram’s layout closely, yet it currently omits stories and private messaging.
The service is led by Dmitry Marinin, a former developer known for KinoPoisk, Yandex.Music, and Yandex.Cloud within Yandex’s ecosystem.
Described as a core team of resolute, forward-looking, and technically seasoned professionals, the project has shared early milestones. By March 29, registered users surpassed 40 thousand. In Russia, a broader audience reportedly reached around 40 million visits to the analogous American platform, according to RBC with data attributed to Mediascope .
The Now app is accessible for Android and iOS via the project’s official site, but the iPhone tester threshold has been met. As a result, only new Android users can join at this stage.
Similar to Rosgram, some users flagged the Now interface as resembling existing features, noting an impression of copying in areas such as the logo, which some observers say resembles the Warner Music Group emblem .
“sadnogram”
For Russian users, another Instagram-like option has emerged under the moniker Sadnogram. Its signature feature is a black and white filter applied to all photos, including avatars, with the tagline describing it as a social network for the sad.
Officials in the Grustnogram community on VKontakte express regret that many popular services have paused operations for various reasons. They describe Sadnogram as a response to this moment, a form of mutual support and a nod to import substitution by creating a space for shared sorrow .
Unlike Now, Sadnogram is initially available to users on both PC and mobile through a web interface. An Android release was expected in early April, while iPhone availability awaits adjustments.
By the evening of March 29, more than 50,000 users had signed up for Sadnogram, underscoring its quick uptake .
ribbon
After registration, Now and Sadnogram users typically land on a home page featuring a post feed.
Sadnogram presents a home feed with a melancholy, black and white aesthetic and recommendations that reinforce the somber mood. The Now homepage closely mirrors Instagram’s original layout, though it currently lacks Stories and Direct messages. Recommendation chips use a familiar visual of the original platform’s ancestor, but they appear in a dedicated tab that remains blank until the user subscribes to someone.
Profile
Profile design in both Grustnogram and Now borrows Instagram’s language, offering space for a description and clickable links to other social profiles.
Publications
Sadnogram adds a rounded-frame border to posts, with an editor inspired by short video platforms. Features include crop, drawing brush, text and sticker options, and the ability to attach a caption before or after posting. Video downloads have been announced but were not functional at this stage. Currently, basic photo uploads are possible with simple editing tools such as crop, flip, and annotation.
Suggestions
Sadnogram presents a catch-all feed labeled Interesting within the main stream, with a search function at the top labeled search for sorry citizens. On both platforms there are profiles that appear to belong to Pavel Durov, though many are likely impersonations.
An Interesting tab exists to surface cat-related content, but the platform relies on basic, non-sophisticated search routines. If advanced neural networks exist, they seem not operational in the current builds.
Followers and likes
The socialbites.ca correspondent attempted posting across both networks, but results were discouraging. Sadnogram showed no likes on a post, with a broken-heart icon serving as the engagement signal. Now displayed minimal activity, typically one follower and a handful of likes across other posts.
Notifications
Grustnogram operates through a browser, limiting insight into whether a native notification system exists. Now provides alerts only when there is actual content to report.
results
At present, Now and Sadnogram resemble parodies of Instagram, with Sadnogram offering a clear black and white concept. The hype may fade, and Now risks fading from the feed if momentum doesn’t grow.