Instagram was created by Kevin Systrom and Mike Krieger and launched on Apple's App Store on 6 October 2010. Facebook, now Meta, announced it would buy the company for about one billion US dollars in April 2012. Stories arrived in August 2016 and Reels in August 2020.
The timeline
| Date | What happened |
|---|---|
| 6 October 2010 | Instagram launches on iOS as a photo-sharing app with filters |
| December 2010 | It passes one million registered users |
| April 2012 | The Android app is released; Facebook announces it will buy Instagram for about US$1 billion |
| June 2013 | Video posts are added |
| December 2013 | Instagram Direct brings private messages |
| 2016 | The feed changes from newest-first to ranked; Stories launch in August |
| June 2018 | IGTV launches for longer video; Instagram reports one billion monthly users |
| September 2018 | The two founders announce they are leaving; Adam Mosseri is named head of Instagram the following month |
| August 2020 | Reels launches in more than fifty countries |
| July 2023 | Threads, a separate text app built on Instagram accounts, launches |
Who created it
Kevin Systrom and Mike Krieger, who met at Stanford University. The app grew out of an earlier location check-in project called Burbn, which they cut down to the one thing people used most: posting a photo.
Who owns it now
Meta Platforms, the company formerly called Facebook. Instagram has been part of it since the 2012 purchase and shares advertising, messaging and account systems with Facebook.
Three changes that still shape the app
The ranked feed (2016). Before it, a post's reach depended on when followers opened the app. After it, reach depends on how people respond. Every guide to the algorithm starts here; see how the Instagram algorithm works.
Stories (2016). A place for everyday posts that disappear after 24 hours took pressure off the grid and made daily posting normal. See Reels, posts and Stories compared.
Reels (2020). Short video recommended to people who do not follow you turned Instagram from a network of friends into a place where strangers find new accounts.
Why the history matters to a creator
Each change moved attention to a new format, and accounts that adopted it early were shown more. The practical lesson is to try a new format while it is being promoted, and to keep your profile worth following when visitors arrive.
Frequently asked questions
When did Instagram start?
It launched on 6 October 2010 on iOS. The Android app followed in April 2012.
Who founded Instagram?
Kevin Systrom and Mike Krieger. Both left the company in 2018.
How much did Facebook pay for Instagram?
About one billion US dollars in cash and stock, announced in April 2012.
