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Library/App & software/Instagram launch
Grade B26 sourcesHIS-01485

Instagram launch

App & software · 2010 · Viral

60Editable slideCertificate

Instagram reported one million registered users within months of its iPhone launch.

Instagram’s official anniversary illustration of the early app interface and Systrom’s dog photograph.
Instagram
A flower photograph shown with Instagram’s 2011 filters, licensed CC BY-SA 3.0.
Jessica Zollman

Spread Score

How it works
ReachNo data yetContagion50Breadth70VelocityNo data yetLongevityNo data yet60

Numbers

Seed to milestone
18 months
Oct 6 ’10 to Apr 9 ’12
Platforms
6
Started on App stores
Origin
Seeded
Technology

Mechanics

  • Shareable outputPrimary
  • Maker origin
  • Platform jump
  • Press loop
  • Controversy

How it spread

Trace the origin

Instagram launched on iPhone, and users shared its photos through Twitter and other networks. Photo walks and postcard apps extended the activity. Facebook announced a purchase in April 2012; disputes over advertising terms followed that December.

Documented milestone; not a measured attention peak.

Jun ’10AugOctDecMar ’11MayJulSepMar ’12JunSepDecOpen webPressApp storesInstagramRetailX
Open webPressApp storesInstagramRetailX

13 more events on this chart

Join free to see them

Timeline (16)

  1. July 2010

    Kevin Systrom and Mike Krieger precursor · Jul 2010

    The founders narrowed Burbn to photo sharing and built an iPhone prototype for private testers.[1]

    Open the first post ↗

  2. September 2010

    TechCrunch precursor · Sep 20 ’10

    TechCrunch previewed Instagram before its public release.[2]

  3. October 2010

    Kevin Systrom and Mike Krieger seed · Oct 6 ’10

    The founders released the iPhone app; Krieger later reported 25,000 sign-ups on its first day.[3][1][4]

  1. press · Nov 1 ’10

  2. commercial · Dec 21 ’10

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 13 sourced numbers and 26 sources. Start with a free account.

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Origin
Seeded
Sector
Technology
Region
US
Reported figure
—
Evidence
Grade B

Spread the same way

App & software · App stores · 202148

NGL app

NGL Labs (launch); Mode Mobile (acquirer)

NGL spread through Instagram Stories before a $5 million settlement and an under-18 ban.

125M users

1 / 8

  • NGL app
  • Peach
  • Lapse (2023 relaunch)
  • Vine launch
  • Houseparty
  • Reface
  • Napster
  • EPIK AI Yearbook

New cases, every week

How the next thing spread, the week it does.