Kevin Systrom and Mike Krieger originally created a location-sharing social platform called Burbn. The idea for Instagram arose during a 2010 Mexican holiday when Systrom’s partner observed that her iPhone 4 photos were not optimized for sharing. Systrom applied filters to the images, which were to become Instagram’s key feature.
In October 2010, Systrom and Krieger launched Instagram, an iOS photo-sharing app, debuting an Android version in April 2012. Within two months of its launch, Instagram attracted more than 1 million users, a remarkable feat for a new app. On Apr. 9, 2012, Facebook acquired Instagram for approximately $1 billion in cash and stock after it had reached 30 million users.
That decision was initially met with skepticism but was later recognized as a strategic masterstroke for Facebook. The acquisition also allowed Instagram to maintain a level of autonomy, with its founders remaining at the helm until their departure in 2018.
Leveraging Facebook’s resources, including technical infrastructure and advertising platform, Instagram grew exponentially, reaching 1 billion monthly active users in 2018 and doubling to 2 billion four years later:
Instagram’s success was driven by several key factors:
- User-friendly interface – The app’s clean and intuitive design made it easy for users to upload and share photos quickly.
- Visual content focus – Instagram’s emphasis on high-quality imagery and the ability to apply filters gave users a way to express themselves creatively.
- Mobile-first approach – Instagram was designed specifically for mobile devices, aligning the platform with the rapid adoption of smartphones and mobile internet.
Visual Platform
Instagram’s unique image positioning sets it apart from other social media platforms, and its posting formats allow users to occupy a unique space in social media. From its inception, Instagram emphasized the power of visual storytelling with several distinctive features:
- Square photos – Instagram initially restricted users to square images, reminiscent of Polaroid photos. This format encouraged users to focus on composition and aesthetics.
- Filters – Instagram’s built-in filters offer users the ability to enhance their photos with various effects, adding a layer of creativity and visual appeal.
- Instagram Stories – Introduced in 2016, Instagram Stories lets users post photos and videos that disappear after 24 hours, encouraging more spontaneous and authentic sharing. This feature, inspired by Snapchat, quickly became one of Instagram’s most popular offerings.
- IGTV and Reels – To compete with YouTube and TikTok, Instagram introduced IGTV in 2018 for long-form videos and Reels in 2020 for short, engaging video content. These features expanded Instagram’s content offerings and attracted a broader range of creators.
Instagram’s unique approach to visual content has made it a go-to platform for users who want to share their lives in a visually compelling way.
Instagram’s visual content emphasis has made it a favorite of celebrities, sports icons and media personalities. Canadian pole vaulter Alysha Newman, seen here celebrating her Olympic bronze medal, uses Instagram to connect with fans and followers.
Influencer Marketing
Instagram has played a pivotal role in the rise of influencer marketing, a form of social media marketing where individuals with large followings promote products or services. Influencer marketing on Instagram began organically, with users sharing products they loved, but quickly evolved into a major industry.
Several factors contributed to Instagram’s dominance in influencer marketing:
- Visual appeal – Instagram’s focus on high-quality visuals made it an ideal platform for brands to showcase their products.
- Engagement – Instagram’s algorithm prioritizes engagement, meaning that posts from influencers often reach a large and highly engaged audience.
- Authenticity – Influencers on Instagram often share personal stories and experiences, making their endorsements feel more genuine and relatable.
Brands across industries, from fashion and beauty to travel and technology, have leveraged Instagram influencers to reach new audiences and drive sales. The platform’s ability to propel viral trends is also notable, with challenges, memes, and movements often originating on Instagram before spreading to other platforms.
According to Statista, in 2020 89% of marketers identified Instagram as the most popular platform for influencer marketing. Marketers report that Instagram Reels have the highest reach rate, twice that of other content types. However, Stories are better for reaching current followers, while Reels are better for attracting new ones.
Its 2-billion-plus monthly active users thrive on visual content allowing fashion, beauty, and lifestyle influencers to reign supreme. That visual content emphasis has made Instagram a favorite among artists, photographers, creatives, celebrities, sports and media personalities. The platform provides creators with a global stage to showcase their work, connect with fans, and sell their creations. This has made Instagram a critical tool for brands leveraging influencer partnerships to drive consumer engagement and sales.
While the demographic breakdown of Instagram users is 51% male and 49% female (except in the app’s largest market, India, where over 65% of users are male), 77% of Instagram content creators who make money from their content are women. In addition, many of Instagram’s top influencers are women, creating content that resonates with female audiences.
Selena Gomez is the most-followed woman with over 425 million followers. Cristiano Ronaldo is the most-followed sports personality, with more than 635 million followers. Indian cricketer Virat Kohli is the most-followed Asian on Instagram, with over 270 million followers.
The vast majority of influencers who generate revenues on Instagram are female. Actress and musician Selena Gomez, who campaigned for Coca-Cola in 2016, is the most popular woman, with 425 million followers.
Innovation
Instagram continues to innovate, although, as noted earlier, some of its innovations imitate Snapchat:
- AI Studio – With a new tool called AI Studio, Meta is enabling anyone in the U.S. to create AI versions of themselves for Instagram or the web. The idea is that these AI profiles will be used by creators and business owners to communicate with their fans on their behalf.
- InstaMaps – Instagram is developing a new feature that bears a striking resemblance to Snap Maps. Instagram users may now add text and video updates, geotagged with their photos, to a map. Friends who have shared the map can see each other’s changes displayed side by side. It is essentially nothing more than Snap Maps, which was introduced in 2017.
Instagram’s ascendance as a leading social media platform is a testament to its unique positioning in the digital landscape. From its rapid growth and acquisition by Facebook to its pioneering role in influencer marketing and its broad appeal among artists and women, Instagram has significantly impacted how we connect, create, and consume content. As the platform continues to evolve, its influence on digital culture and marketing will likely remain strong.
Ubertrend: Digital Lifestyle
