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Added Jul 25, 2012 at 03:03PM EDT by amanda b..

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Instagram[1] iis a free photograph editing and sharing app initially made just for iPhones. Launched in October 2010, the app was purchased by Facebook in April 2012 for approximately $300 million in cash and 23 million shares in Facebook stock.[2]


Instagram was founded by entrepreneurs Kevin Systrom[6] and Mike Krieger[7], who earned $50,000 in seed funding for the iPhone app in March 2010. Systrom, known by his handle on the site Kevin, uploaded the first photo[8] to the service on July 17th, 2010, while it was still referred to as “Codename.”[10] The photo showed his girlfriend’s foot in a flip-flop and a dog they spotted at Chilako Tacos[9] while in Mexico.

The app officially launched in the iTunes Store[16] on October 6th, 2010 after eight weeks of development. In a corresponding blog post[11], the company stated that they wanted to make mobile photos look beautiful, enable simple sharing options and create a fast uploading and viewing environment. By December 21st, the community had surpassed 1 million members.[12] On July 26th, 2012, Instagram announced[18] that they had officially passed 80 million users and 4 billion photos. A Quora[19] page continues to keep track of usership milestones. As of August 2012, Instagram has a five star rating on the iTunes store from 704,407 ratings.

Android Release

After being exclusively available to the iPhone store for a year and a half, an Android version of Instagram was released on April 3rd, 2012. On the day of the release, the company revealed there were more than 430,000 Android users on the waiting list.[13] On this date, prior to the release, Instagram had more than 30 million registered users, 5 million photos uploaded per day, 575 likes on photos per second and 81 comments per second. As of July 2012, the Android version of Instagram[17] has been installed more than 50 million times. It has a four and a half star rating from 1,328,206 reviews.

Facebook Ownership

On April 9th, 2012, Facebook announced that it had inked a deal with Instagram to buy the site for $1 billion. That day, both Kevin Systrom[35] and Mark Zuckerberg[36] published blog posts announcing the deal, noting that the Instagram service would not be completely integrated with Facebook and users could still elect not to share their photos on the social networking site if they did not want to. The deal was covered by the New York Times[37], Techcrunch[38], GigaOm[39], the Huffington Post[40], Mashable[41] and Forbes[42]

Approximately a month and a half after the sale, on May 24th, Facebook released Facebook Camera[43] for the iPhone. This app not only lets users easily scroll through their friends’ Facebook photos, but utilizes similar filters and cropping tools to Instagram. The release was covered by the New York Times[44], TIME[45], TechCrunch[46] and Wired.[47] While download statistics are unavailable, the app only has 1732 ratings in the iTunes store.[48]

Twitter API Revoked

With an update on July 26th, Instagram users noticed that the “Find Friends on Twitter” section of the app was removed.[32] Twitter chose to revoke Instagram’s access to their API[33], which was confirmed by Twitter spokesperson Carolyn Penner who said “there’s great value associated with Twitter’s follow graph data, and we can confirm that it is no longer available within Instagram.”[34]


Photos taken with Instagram are automatically cropped into square dimension[29], inspired by Kodak Instamatic[30] and Polaroid cameras. Users can add a filter to the photo with the option of adding a tilt shift effect to the picture. On January 27th, 2011, hashtags were implemented in the photo comments, which work similar to the ones on Twitter, collecting thematically related photos together. As of July 2012, the app has sixteen colored filters to choose from[14], each meant to give the photo a different sense of mood. In April 2012, the Atlantic[14] provided a breakdown of each filter.


X-Pro II: Warm, saturated tones with an emphasis on aquas and greens.

Earlybird: Faded, blurred colors, with an emphasis on yellow and beige.

Lomo-fi: Dreamy, ever-so-slightly blurry, with saturated yellows and greens, inspired by Lomography.[15]

Sutro: Sepia-like, with an emphasis on purples and browns.

Toaster: High exposure, with corner vignetting.

Brannan: Low-key, with an emphasis on grays and greens.

Valencia: True-to-life contrast, with slightly gray and brown overtones.

Inkwell: Black-and-white, high-contrast.

Walden: Washed-out color with bluish overtones.

Hefe: Fuzziness, with an emphasis on yellow and golden tones.

Nashville: Sharp images with a magenta-meets-purple tint, framed by a distinctive film-strip-esque border.

1977: Gloria Gaynor-level ’70s flair.

Lord Kelvin: Super-saturated, supremely retro photos with a distinctive scratchy border.

Willow: Black-and-white, with subtle purple tones and a translucent glowing white border.

Photo Mapping

On August 16th, 2012, Instagram released an updated version of the app for iOS and Android that included a photo-mapping feature to display the location of photographs on a map. On the following day, the Internet news blog The Daily Dot[55] published an article about the new feature, which reported that some users were complaining that the photo map raised privacy concerns and that the app was using a Foursquare API for the geotagging feature.

Video Sharing

On June 20th, 2013, after several days of rumors in the news[74], Instagram held a press conference to announce the launch of a video sharing feature within the app. With version 4.0 of the app, users can record up to 15 seconds of video, with the ability to choose one of 13 brand new filters for their recordings.[75] Discussion of the Instagram update took place across a number of tech blogs and news sites including The Verge[77], ABC News[78], Mashable[79] and TechCrunch[80], while NPR[81] and Gizmodo[82] weighed the pros and cons of the new service.

In the hours prior to the press conference, Twitter-owned video sharing app and direct competitor Vine announced[76] several upcoming features through a series of teaser Vines on the Twitter accounts of its co-founders, Dom Hofmann and Rus Yusupov. These features include private messaging, the ability to save drafts and a new user interface.[83]

Online Presence

As of July 2012, Instagram has 1,441,741 likes on Facebook[3], 7,259,013 followers on Twitter[4] and maintains an active Tumblr blog[5] where staff members highlight specific users[20], offer photo-taking tips[21] and feature photos[22] from selected hashtags every few days.

Outside of its official presence on social networking sites, there is an Instagram hashtag on Twitter[23] and Tumblr[24] where people seek out followers and share their photos outside of the app. There are two subreddits dedicated to the app, /r/Instagram[25] for text posts and /r/InstagramShots[26] for photos. Mashable[31] also has a tag for Instagram related stories. Since Instagram does not offer a profile page for its users, several third-party web-based viewers have popped up including Webstagram[27] and Statigram[28], which provide users with statistics on how well their photos perform based on the total count of comments and likes, as well as a ranking breakdown of filters used in the photos.


Terms of Service

On December 17th, 2012, Instagram[64] posted an update regarding its terms of service (TOS), announcing that the company will retain the right to sell users’ photographs without payment or notification beginning in January 2013. The same day, the tech news blog CNET[65] published a post titled “Instagram says it now has the right to sell your photos,” reporting that the change in intellectual property policy will enable its parent company Facebook to license user photos for advertisements. Meanwhile, many Instagram users reacted to the announcement by expressing their distaste for the new TOS, threatening to quit the service if it is enacted. Instagram[73] user clayoncubitt submitted a screenshot of the TOS titled “Instagram’s suicide note” (shown below), which received over 495 likes within 24 hours.

Also on December 17th, Redditor de1irium submitted the Instragram announcement to the /r/photography[67] subreddit, where many commenters expressed their disappointment and claimed they would no longer be using the photo-sharing service. On the following day, Redditor vdkatoniclime submitted a post titled “Instagram can now sell your photos” to the /r/funny[68] subreddit, featuring a Facebook screenshot joking that no business would want to by Instagram users’ photographs (shown below).

The same day, Redditor beepgeep submitted the Cnet article to the /r/politics[70] subreddit, where the top-voted comment thread suggested flooding the site with millions of penis pictures on January 16th as part of “Operation Instadick.” On December 18th, the tech news blog Motherboard[66] published an article titled “Instagram Clearly Hates You, So Quit,” arguing that users should react to the new TOS by exporting all of their photographs to competitor photo-sharing services like Flickr. The same day, Gawker[71] published an article titled “#BoycottInstagram Takes Off After Instagram Moves to Sell Users’ Photos” by staff writer Adrian Chen, reporting that thousands of tweets with the hashtag “#BoycottInstagram” had erupted on Twitter that morning in response to the new TOS.

Online, the app is considered to be used by Hipsters who take stereotypically artistic nature photos or vanity-fueled self-shots. In August 2010, a form of buzzkilling that came to be known as Instagram Quote Rebuttals emerged on Tumblr, where people began to edit sentimental filtered images with blocky red text, voiding the emotion the original poster was attempting to portray.


#Rosinesing is a photo fad parodying an Instagram photograph of Rosine Chávez, the-14 year-old daughter of Venezuelan president Hugo Chávez, posing with a wad of U.S. dollar bills. With the country’s economy struggling in foreign currency reserves, the image triggered a series of parody photos from other Venezuelan internet users showing off large quantity of other items that are seen as scarce goods.

Rich Kids of Instagram

The single topic blog Rich Kids of Instagram[49] began on July 13th, 2012 to showcase and critique lavish lifestyles of some teenagers who share photos on the app. The anonymous owners of the blog encourage Instagram users to use the hashtag #rkoi to collect the photos. Within two weeks, 1228 Instagram photos had the hashtag.[50] The blog was featured on the NY Daily News[51], Buzzfeed[52], the Atlantic Wire[53] and the Huffington Post[54], who published a quote from one of the teens whose photo was featured on the blog. Ninteen year old Annabel Schwartz, who was shown vacationing in Saint-Tropez, told reporters she was embarrassed to have her photo on the site, saying her and her friends “consider themselves to be a lot more substantial than their father’s credit card.”

On August 14th, CNBC[56] published an article titled “‘Rich Kids of Instagram’: Overserved and Oversharing”, which compared the Tumblr blog’s voyeuristic appeal to the 2003 documentary film Born Rich[62] and the MTV series “My Super Sweet 16.” The same day, PC Mag[57][63] published the articles “Embarassing Rich Kids of Instagram” and “Oversharing Prompts Shutdown of Dell Daughter’s Twitter Account”, which reported that a photo Michael Dell’s son Zachary eating on a family jet (shown below) was featured on the single topic blog. The photo had been shared on Instagram by daughter Alexa Dell, who was subsequently forced to shut down her various social media accounts.

On August 15th, MSNBC published an article titled “Rich Kids Are Oversharing on Social Medial; Are Yours?” On the following day, the Examiner[59] published an article titled “‘Rich Kids of Instagram’ Set to Knock McKayla Maroney’s Meme Off Its Lofty Perch”, which quoted the blog’s owner who revealed that the site was doing quite well. Also on August 16th, the technology blog Gather[60] published a post titled “Rich Kids of Instagram: You Haven’t Lived Until You’ve Doused Yourself in Dom Perignon.” On the following day, The Washington Post[61] published an op/ed titled “Why the Internet Hates the Rich Kids of Instagram and the Brant Brothers”, which argued that the Internet reviles “ostentatious displays of wealth.”

Search Interest

External References


[2]ZD Net – Facebook buying Instagram for $300 million, 23 million shares

[3]Facebook – Instagram

[4]Twitter – @instagram

[5]Instagram Blog

[6]Wikipedia – Kevin Systrom

[7]WIkipedia – Mike Krieger

[8]Instagram – First photo

[9]Instagram – Taco Stand

[10]The Next Web – The First photo was uploaded to Instagram two years ago today. This is it.

[11]Instagram Blog – Welcome to Instagram

[12]Instagram Blog – The Instagram Community – One Million and Counting

[12]Instagram Blog – Introducing Hashtags on Instagram

[13]All Things D – Instagram by the Numbers: 1 Billion Photos Uploaded

[14]The Atlantic – A Guide to the Instagram Filters You’ll Soon Be Seeing on Facebook

[15]Wikipedia – Lomography

[16]iTunes Store – Instagram

[17]Google Play – Instagram

[18]CNet – Instagram passes 80 million users

[19]Quora – How many users does Instagram have?

[20]Instagram Blog – User Spotlight

[21]Instagram Blog – Tips

[22]Instagram Blog – Photo Feature

[23]Twitter – #instagram

[24]Tumblr – Posts tagged “instagram”

[25]Reddit – /r/Instagram

[26]Reddit – /r/InstagramShots



[29]Business 2 Community – I is for Instagram!

[30]Wikipedia – Instamatic

[31]Mashable – Posts tagged “instagram”

[32]CNet – Twitter breaks up with Instagram, sort of

[33]TechCrunch – No API For You: Twitter Shuts Off “Find Friends” Feature For Instagram

[34]Mashable – Twitter Confirms Removing Follow Graph From Instagram’s ‘Find Friends’

[35]Instagram Blog – Instagram + Facebook

[36]Facebook – Mark Zuckerberg’s blog post

[37]New York Times – Facebook Buys Instagram for $1 Billion

[38]TechCrunch – Facebook Buys Instagram For $1 Billion, Turns Budding Rival Into Its Standalone Photo App

[39]GigaOm – Here is why Facebook bought Instagram

[40]Huffington Post – Instagram Acquired By Facebook For $1 Billion

[41]Mashable – Facebook Buys Instagram for $1 billion

[42]Forbes – 10 Reaasons Why Facebook Bought Instagram

[43]Facebook Camera

[44]New York Times – Facebook Releases a Photocentric App for Apple Devices

[45]TIMEFacebook Releases New Instagram-Style Photo App for iPhone

[46]TechCrunch – FB Launches Facebook Camera – An Instagram-Style Photo Filtering, Sharing, Viewing iOS App

[47]Wired – Facebook launches Instagram-style photo app, ‘Facebook Camera’

[48]iTunes – Facebook Camera

[49]Rich Kids of Instagram

[50] – Pictures tagged #rkoi

[51]NY Daily News – Rich Kids of Instagram

[52]Buzzfeed – The Rich Kids Of Instagram

[53]The Atlantic Wire – Rich Kids of Instagram Epitomize Everything Wrong with Instagram

[54]the Huffington Post – Rich Kids Of Instagram: Annabel Schwartz, Teen Pictured, Reacts To Viral Tumblr

[55]The Daily Dot – Instagram’s new mapping feature leads to privacy concerns

[56]CNBCRich Kids of Instagram

[57]PC Mag – Embarassing Rich Kids of Instagram

[58]MSNBCRich Kids Are Oversharing on Social Media

[59]Examiner – Rich Kids of Instagram

[60]Gather – Rich Kids of Instagram – You Havent Lived Until You’ve Doused Yourself in Dom Perignon

[61]The Washington Post – Why the Internet hates the Rich Kids of Instagram and the Brant Brothers

[62]Wikipedia – Born Rich

[63]PC Mag – Oversharing Prompts Shutdown of Dell Daughter’s Twitter Account

[64]Instagram – Privacy and Terms of Service Changes on Instagram

[65]Cnet – Instagram says it now has the right to sell your photos

[66]Motherboard – Instagram Clearly Hates You, So Quit

[67]Reddit – New Instagram TOS

[68]Reddit – Instagram can now sell your photos

[69]Reddit – Instagram says it now has the right to sell your photos

[70]Reddit – Instagram says it now has the right to sell your photos

[71]Gawker – BoycottInstagram Takes Off After Instagram Moves to Sell Users Photos

[72]Instaport – Export Download and Backup Your Instagram Photos

[73]Instagram – Instagrams suicide note

[74]NY Daily News – Instagram to launch Vine-style video sharing feature: report

[75]Instagram Blog – Introducing Video on Instagram

[76]TechCrunch – Vine Goes On The Offensive, Teases New Features Ahead Of Instagram Video Launch

[77]The Verge – Facebook announces video for Instagram

[78]ABC News – Instagram Gets Video: App Update Adds Filter Effects to 15-Second Videos

[79]Mashable – Instagram Adds Video

[80]TechCrunch – Instagram Launches 15-Second Video Sharing Feature, With 13 Filters And Editing

[81]NPRWill Video Ruin Instagram’s Appeal?

[82]Gizmodo – 6 Ways Instagram Could Beat Vine at Video Sharing

[83]Mashable – Vine Videos Give Sneak Peek at New Features

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