Now
Currently in beta, an Instagram-like platform called Now is operating in Russia. It mirrors Instagram’s interface closely, though it does not yet include stories or direct messages. The project has not released a standalone app for iOS users beyond a tester phase and is currently accessible primarily to new Android users via the project’s site.
The lead developer behind Now is Dmitry Marinin, known for work on KinoPoisk, Yandex.Music, and Yandex.Cloud. The project description highlights a core team described as persistent, pragmatic, and technically capable, steering the effort with a clear forward-looking mindset.
As of March 29, the team reported rapid growth, surpassing a notable milestone with over 40,000 registered users. In Russia, Now drew roughly 40 million visits from audiences on the Russian internet space, according to Mediascope data cited by RBC.
Similar to Rosgram, some observers noted that Now appears to borrow heavily from existing social networks, with concerns raised about logo similarity to established brands such as Warner Music Group. The sense that the service is a near-copy of an established platform is a recurring theme among early observers and users.
Sadnogram
In parallel, a separate Russian analogue to the banned service, Sadnogram, launched for local users. Its defining feature is a universal black-and-white filter applied to all images, including avatars. The brand messaging centers on a melancholic vibe with the slogan, “Social network for the sad.”
Officials and community pages have explained that the launch comes amid a broader context where several high-quality services have ceased operating in Russia for various reasons. The intent behind Sadnogram, as articulated in the official Grustnogram community on VKontakte, is to offer a space for shared grieving and mutual support rather than direct replacement, reflecting a form of import substitution through a communal, emotional lens.
Unlike Now, Sadnogram is available to desktop and mobile users via a web version, with Android support expected in the first days of April and iPhone availability anticipated to follow later. By the evening of March 29, registrations had surpassed 50,000 users, signaling strong initial interest in a monochrome social space.
Ribbon
After registration, Now and Sadnogram users typically land on a home page featuring a post feed. Sadnogram presents a homepage dominated by a melancholy, black-and-white aesthetic and curated content tailored to its theme. Its visual identity is anchored in stark contrasts and minimal color to reinforce its mood-driven narrative.
Now mirrors Instagram closely, yet it currently lacks Stories and Direct messaging. A tab focusing on discovery exists, displaying a feed with a visual of a predecessor and its echo, while the main page remains blank until a user subscribes to at least one account. This setup mirrors an early onboarding approach designed to encourage initial follows before content consumption expands.
Profile
Profile layouts on both Sadnogram and Now resemble Instagram’s style. Users can write a short description for their profile and place links to other social networks, creating a familiar cross-platform footprint for creators and communicators who want continuity across services.
Publications
Sadnogram’s posts feature a rounded-frame overlay in black and white, with an editor reminiscent of popular short-form video apps. Available tools include crop, brush drawing, text, and stickers, with options to add descriptive text before or after publishing. Video download functionality has been announced but remains inactive. At present, users can upload photos with the basic editing toolkit: crop, rotate, and annotate.
In Sadnogram, the single feed aggregates recommendations rather than a separate tab. The search function appears on the main page and in user profiles with a top search bar labeled in a playful, informal way, inviting users to look for other accounts. In both platforms, public figures and personalities often appear with dubious or fake profiles, reflecting ongoing concerns about authenticity on emerging social networks.
Suggestions
The platform that would be described as “Interesting” on Instagram is not presented as a distinct tab. Instead, suggested content is integrated into the main feed. A search feature exists for looking up other users directly, and the top area includes an eyebrow-raising label referencing a playful, self-aware theme. Across both Now and Sadnogram, some accounts attributed to familiar names may be fictitious or misrepresented.
Followers and Likes
Reports from a local tech desk attempted to post across both networks, and the outcomes varied. In Sadnogram, a posted photo did not receive any engagement, with a symbolic broken-heart representing a like. On Now, activity was modest: one follower appeared on a profile, and a handful of likes per day surfaced on other posts, signaling limited reach during early adoption.
Notifications
Sadnogram, tested via browser, offered no definitive observations about a notification system. Now shows occasional notifications, depending on whether there is meaningful activity on the platform at a given moment.
Results
At this stage, Now and Sadnogram appear as lighthearted attempts to echo Instagram’s look and feel. Sadnogram carries a distinct conceptual identity with its monochrome treatment, while Now leans toward a near-direct clone. The momentum of hype is uncertain, and the ongoing viability of each platform remains to be seen as user adoption unfolds.