'Instagrammability', that's what it's all about

A swan, that's how it all started. Such a big white swan, sweet little head, orange beak, perfect for two people to float on. Just like the one in the beach photo – the one Effe from Turkey is posing for on his towel.

The first person to pose for a photo with it was singer Taylor Swift. In a swimming pool, with her boyfriend. That was in the summer of 2015, in front of her more than one hundred million Instagram followers. After that, things took off. The inflatable swan sold out everywhere, and a new market for inflatables was born.

For a long time, inflatables were primarily intended to stay afloat. Inflatable boats were useful for soldiers, while children learned to swim with inflatable rings. The first inflatable beds and boats for leisure appeared in the 1950s. In the decades that followed, furniture manufacturers also attempted to make inflatable sofas and chairs a success, but failed. And since the 1980s, inflatables—from inflatable animals to palm trees, bouncy castles, and slides—have become an indispensable part of public life. You find them on beaches and in shopping malls, at festivals, weddings, and children's parties.

But even before Taylor Swift posted her iconic swan photo, companies had already realized that a new, golden age had dawned for the inflatable—also known as a 'floatie'. "Instagrammability," says Goof Lukken, a leisure researcher at Breda University of Applied Sciences. "That's what it's all about."

Because free time has become part of our lifestyle, says Lukken. "Showing what you do in your free time helps define your identity." And Westerners have more and more free time, and they want to do more with it. "Research shows that we'd rather spend our money on experiences than on a new car or kitchen. We want to experience unique moments."

And they're also photogenic. You could go on vacation to Bali or Thailand for that. Have your picture taken in an infinity pool , with a camel or a crocodile. But what's cheaper than an inflatable crocodile? Lukken: "With eye-catching inflatables, you can visualize experiences closer to home as something unique." Affordable for everyone.

The floatie is a billion-dollar market worldwide. Popular designs include unicorns, donuts, and pink flamingos. But you can also find them in alpaca, ice cream, penguin, palm tree, duck, turtle, jet ski, jet boat, camel, dolphin, watermelon, and so on. And even as an inflatable party island with a built-in cooler. Manufacturers can ship them in flat boxes and bulk per container from China, making them even cheaper through sites like Temu and Alibaba.

The only problem is getting them back in the box after use. And that's a real challenge, says Lukken. Some beaches now have special bins where you can dispose of inflatable plastic, because after using it once, many people throw their floaties away. "It's about convenience and visibility. But it's not sustainable."