The World's Premier Photo & Video Sharing Platform — Capturing and Sharing Visual Stories
📸Quick Facts
Founded
October 6, 2010
Founders
Kevin Systrom, Mike Krieger
Headquarters
Menlo Park, California
Head of Instagram
Adam Mosseri (Since 2018)
Parent Company
Meta Platforms Inc.
Acquisition Price
$1 Billion (2012)
Monthly Active Users
2.4 Billion (2026)
Daily Active Users
1.4 Billion (2026)
Company Overview
Instagram is a photo and video sharing social networking service owned by Meta Platforms. Originally launched on October 6, 2010, by Kevin Systrom and Mike Krieger, Instagram has evolved from a simple photo-sharing app with filters into a comprehensive visual social media platform.
The app allows users to upload media that can be edited with filters, organized by hashtags, and associated with locations via geographical tagging. Posts can be shared publicly or with approved followers. Users can browse content through feeds, stories, reels, and can interact through likes, comments, and direct messages.
Facebook (now Meta) acquired Instagram for approximately $1 billion in cash and stock in April 2012, when the app had just 30 million users. Under Meta's ownership, Instagram has grown to 2.4 billion monthly active users, making it one of the most popular social media platforms globally and a crucial part of Meta's business strategy.
Founding & Early History
2010: Burbn to Instagram
Kevin Systrom initially developed a location-based check-in app called Burbn while working at Nextstop. After securing $500,000 in seed funding, he brought on Mike Krieger to help rebuild the app. They decided to focus solely on photo-sharing with filters, scrapping the check-in features.
The app was renamed Instagram (a portmanteau of "instant camera" and "telegram") and launched exclusively on iOS on October 6, 2010. Within two hours, the app gained 25,000 users. Within a week, it had 100,000 users.
2010-2012: Explosive Growth
By December 2010, Instagram had 1 million users. In September 2011, version 2.0 launched with live filters, instant tilt-shift, high-resolution photos, and optional borders. The app reached 10 million users by September 2011.
The Android version launched in April 2012, gaining 1 million downloads in less than one day. By the time of Facebook's acquisition announcement on April 9, 2012, Instagram had 30 million users and was adding 5 million new users per week.
2012: Facebook Acquisition
On April 9, 2012, Facebook announced it would acquire Instagram for approximately $1 billion in cash and stock. The deal was finalized on September 6, 2012. At the time, Instagram had just 13 employees. The acquisition price was considered astronomical for an app that generated no revenue, but has since been viewed as one of Facebook's smartest deals.
Major Milestones
Facebook acquires Instagram for $1 billion; 100 million users
Introduces video sharing (15 seconds); Direct messaging launches
Launches Stories feature (inspired by Snapchat); 500 million users
IGTV launches for long-form video; Founders Systrom and Krieger resign
Tests hiding like counts in select countries; 1 billion users
Launches Instagram Reels to compete with TikTok
Adds shopping features and creator monetization tools
Major redesign emphasizing Reels and video content; 2 billion users
Introduces AI-powered features and enhanced creator tools
Reaches 2.4 billion monthly active users; Reels surpasses 200 billion daily plays
Leadership History
Kevin Systrom (2010-2018)
Co-founder & CEO
Former Google and Odeo employee who created Instagram's original vision. Led the company through explosive growth and the Facebook acquisition. Resigned in September 2018 citing disagreements with Facebook leadership over Instagram's direction.
Mike Krieger (2010-2018)
Co-founder & CTO
Stanford graduate who joined as co-founder and technical lead. Responsible for Instagram's technical infrastructure and product development. Resigned alongside Systrom in 2018.
Adam Mosseri (2018-Present)
Head of Instagram
Former Facebook executive who took over as Head of Instagram after the founders' departure. Previously led Facebook's News Feed and was VP of Product. Has overseen the shift toward video content, Reels expansion, and increased integration with Meta's broader ecosystem.
Platform Statistics (2026)
Monthly Active Users
Daily Active Users
Daily Reels Plays
Daily Stories Users
Photos & Videos Shared Daily
Estimated Annual Revenue (2025)
Key Features & Products
Instagram Feed
The original photo and video sharing feature with filters, captions, hashtags, and location tags. Users can post square, portrait, or landscape photos and videos up to 60 seconds.
Instagram Stories
Ephemeral 24-hour posts launched in 2016. Includes photos, videos, polls, questions, countdowns, and AR filters. Over 500 million users engage with Stories daily.
Instagram Reels
Short-form video feature launched in 2020 to compete with TikTok. Supports videos up to 90 seconds with music, effects, and editing tools. Now the platform's fastest-growing feature.
Instagram Shopping
E-commerce features allowing businesses to tag products, create shop pages, and enable in-app purchases. Brands can create catalogs and users can discover and buy without leaving the app.
Instagram Direct
Private messaging feature for one-on-one and group conversations. Supports photos, videos, voice messages, video calls, and disappearing messages.
Instagram Live
Real-time video broadcasting feature launched in 2016. Allows users to stream live to followers, with options for co-hosting, comments, and audience interaction.
Controversies & Challenges
Mental Health Impact
Internal Meta research leaked in 2021 revealed Instagram negatively impacts teen mental health, particularly among girls. Studies link the platform to increased anxiety, depression, and body image issues. The company has since introduced features to limit comparisons and hide like counts.
Algorithm & Content Prioritization
Users and creators have criticized Instagram's algorithm changes, particularly the shift away from chronological feeds and toward recommended content. Many feel the platform prioritizes engagement over user connections, showing more content from non-followed accounts.
Feature Copying
Instagram has been accused of copying features from competitors, including Stories (Snapchat), Reels (TikTok), and various UI elements from other platforms. While successful for Instagram, critics argue it stifles innovation.
Privacy & Data Collection
As part of Meta, Instagram has faced scrutiny over data collection practices, targeted advertising, and user privacy. The platform has been subject to GDPR violations in Europe and criticism over data sharing with Facebook.
Content Moderation
Instagram struggles with moderating harmful content while avoiding over-censorship. Issues include removing legitimate posts (especially related to women's bodies and activism) while missing harmful content like self-harm promotion and misinformation.
Cultural Impact
Instagram has fundamentally changed how people share experiences, consume media, and present themselves online. The platform popularized the "Instagram aesthetic" – curated, filtered, and perfectly composed images that present idealized versions of life. Terms like "Instagram-worthy," "Instagrammable," and "doing it for the 'gram" have entered common vocabulary.
The platform created the "influencer" industry, with top creators earning millions through sponsored posts, brand partnerships, and product launches. Instagram influencers have disrupted traditional advertising, with brands spending billions on influencer marketing campaigns.
Instagram has also impacted industries from fashion and food to travel and fitness. Restaurants design dishes to be photogenic, travel destinations promote "Instagram spots," and entire businesses exist to serve the platform's visual culture. The app has changed how we document life, prioritizing shareable moments and visual storytelling.