View source for Software:Instagram

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{{Infobox software
| title = Instagram
| name = Instagram
| logo = [[File:instagram logo 2016.svg|100px]]<br />[[File:Instagram logo.svg|150px]]
| author = [[Biography:Kevin Systrom|Kevin Systrom]], Mike Krieger (Burbn, Inc.)
| developer = [[Company:Facebook|Facebook]]
| released = {{Start date and age|2010|10|6}}
| ver layout = stacked
| status = Active
| operating system = [[Software:IOS|iOS]], [[Software:Android (operating system)|Android]], [[Software:Windows 10 Mobile|Windows 10 Mobile]], [[Software:Windows 10|Windows 10]]
| size = 157.6 [[Megabyte|MB]] (iOS), ~32 MB (Android)
| language = 36 languages<ref>{{cite web |title=How do I change my language settings? |url=https://help.instagram.com/111923612310997 |publisher=Instagram |accessdate=March 11, 2018}}</ref>
| license = [[Freeware]]
| alexa = {{DecreasePositive}} 13 {{small|{{nowrap|(Global, {{as of|2018|10|01|alt=October 2018}})}}}}<ref name="alexa">{{cite web |title=Instagram.com Traffic, Demographics and Competitors - Alexa |url=https://www.alexa.com/siteinfo/instagram.com |website=www.alexa.com |accessdate=October 1, 2018 |language=en}}</ref>
| website = {{URL|https://www.instagram.com/}}
}}

'''Instagram''' (also known as '''IG'''<ref>{{Cite news|url=https://www.bbc.co.uk/newsround/41426106|title=Do YOU know what social media rules you've signed up to? - CBBC Newsround|access-date=September 1, 2018|language=en-GB}}</ref>) is a photo and [[Online video platform|video-sharing]] [[Social:Social networking service|social networking service]] owned by [[Company:Facebook|Facebook, Inc.]] It was created by [[Biography:Kevin Systrom|Kevin Systrom]] and Mike Krieger, and launched in October 2010 exclusively on [[Software:IOS|iOS]]. A version for [[Software:Android (operating system)|Android]] devices was released a year and 6 months later, in April 2012, followed by a feature-limited [[Web application|website interface]] in November 2012, and apps for [[Software:Windows 10 Mobile|Windows 10 Mobile]] and [[Software:Windows 10|Windows 10]] in April 2016 and October 2016 respectively.

The [[Mobile app|app]] allows users to upload photos and videos to the service, which can be edited with various [[Physics:Photographic filter|filters]], and organized with [[Hashtag|tags]] and location information. An account's posts can be shared publicly or with pre-approved followers. Users can browse other users' content by tags and locations, and view trending content. Users can "[[Like button|like]]" photos, and follow other users to add their content to a feed.

The service was originally distinguished by only allowing content to be framed in a square (1:1) [[Aspect ratio (image)|aspect ratio]], but these restrictions were eased in 2015. The service also added [[Social:Messaging apps|messaging]] features, the ability to include multiple images or videos in a single post, as well as "Stories"—similar to its main competitor [[Software:Snapchat|Snapchat]]—which allows users to post photos and videos to a sequential feed, with each post accessible by others for 24 hours each.

After its launch in 2010, Instagram rapidly gained popularity, with one million registered users in two months, 10&nbsp;million in a year, and ultimately 800&nbsp;million as of September 2017. In April 2012, Facebook acquired the service for approximately {{wipe|United States dollar}}1&nbsp;billion in cash and stock. {{As of|2015|10}}, over 40 billion photos have been uploaded to the service. Although praised for its influence, Instagram has been the subject of criticism, most notably for policy and [[User interface|interface]] changes, allegations of censorship, and illegal or improper content uploaded by users.

==History==
[[File:Instagram-min.jpg|thumb|right|The login and sign-up screen for the Instagram app on the iPhone as of April 2016]]
Instagram began development in {{wipe|San Francisco}}, when [[Biography:Kevin Systrom|Kevin Systrom]] and Mike Krieger chose to focus their multi-featured [[HTML5]] check-in project, ''Burbn,'' on mobile photography. As Krieger reasoned, Burbn became too similar to [[Company:Foursquare|Foursquare]], and both realized that it had gone too far. Burbn was then pivoted to become more focused on photo-sharing.<ref>{{cite web |first=Kevin |last=Systrom |title=What is the genesis of Instagram? |url=https://www.quora.com/Instagram-company/What-is-the-genesis-of-Instagram |website=Quora |date=January 12, 2011 |accessdate=April 12, 2017}}</ref><ref name="NYT history">{{cite web |first1=Somini |last1=Sengupta |first2=Nicole |last2=Perlroth |first3=Jenna |last3=Wortham |title=Behind Instagram's Success, Networking the Old Way |url=https://www.nytimes.com/2012/04/14/technology/instagram-founders-were-helped-by-bay-area-connections.html |website={{wipe|The New York Times}} |date=April 13, 2012 |accessdate=April 12, 2017}}</ref> The word ''Instagram'' is a portmanteau of ''[[Engineering:Instant camera|instant camera]]'' and ''telegram''.<ref name="NYT history"/>

On March 5, 2010, Systrom closed a $500,000 seed funding round with Baseline Ventures and Andreessen Horowitz while working on Burbn.<ref>{{cite web |first=MG |last=Siegler |title=Burbn's Funding Goes Down Smooth. Baseline, Andreessen Back Stealthy Location Startup. |url=https://techcrunch.com/2010/03/05/burbn-funding/ |website=TechCrunch |publisher=AOL |date=March 5, 2010 |accessdate=April 12, 2017}}</ref> Josh Riedel joined the company in October as Community Manager,<ref name="Employees">{{cite web |first=Alyson |last=Shontell |title=Meet The 13 Lucky Employees And 9 Investors Behind $1 Billion Instagram |url=http://www.businessinsider.com/instagram-employees-and-investors-2012-4 |website=Business Insider |publisher=Axel Springer SE |date=April 9, 2012 |accessdate=April 12, 2017}}</ref> Shayne Sweeney joined in November as an engineer,<ref name="Employees"/> and Jessica Zollman joined as a Community Evangelist in August 2011.<ref name="Employees"/><ref>{{cite web |first=Gabriel |last=Beltrone |title=Instagram Surprises With Fifth Employee |url=http://www.adweek.com/digital/instagram-surprises-fifth-employee-133784/ |website=Adweek |publisher=Beringer Capital |date=July 29, 2011 |accessdate=April 12, 2017}}</ref>

Kevin Systrom posted the first photo to Instagram on July 16, 2010.<ref>{{cite web|url=https://www.instagram.com/p/C/?hl=en|title=Instagram post by Kevin Systrom • Jul 16, 2010 at 9:24pm UTC|website=Instagram}}</ref><ref>{{cite web|url=http://time.com/2983030/heres-the-first-instagram-photo-ever/|title=Here's The First Instagram Photo Ever|website=Time}}</ref> The photo shows a dog in Mexico and Systrom's girlfriend's foot; the photo has been enhanced using Instagram's X-PRO2 filter.<ref>{{cite web|url=http://time.com/4061227/instagram-first-photo/|title=This is Instagram's first photo ever|website=Time}}</ref>

On October 6, 2010, the Instagram [[Software:IOS|iOS]] app was officially released through the [[Software:App Store (iOS)|App Store]].<ref>{{cite web |first=MG |last=Siegler |title=Instagram Launches with the Hope of Igniting Communication Through Images |url=https://techcrunch.com/2010/10/06/instagram-launch/ |website=TechCrunch |publisher=AOL |date=October 6, 2010 |accessdate=April 8, 2017}}</ref><ref>{{cite web |title=Welcome to Instagram |url=http://blog.instagram.com/post/8755272623/welcome-to-instagram |publisher=Instagram |date=October 5, 2010 |accessdate=April 8, 2017}}</ref>

In February 2011, it was reported that Instagram had raised $7&nbsp;million in [[Finance:Series A round|Series A]] funding from a variety of investors, including Benchmark Capital, Jack Dorsey, Chris Sacca (through Capital fund), and Adam D'Angelo.<ref>{{cite web |first=MG |last=Siegler |title=Instagram Filters Through Suitors To Capture $7 Million in Funding Led By Benchmark |url=https://techcrunch.com/2011/02/02/instagram-funding/ |website=TechCrunch |publisher=AOL |date=February 2, 2011 |accessdate=April 22, 2017}}</ref> The deal valued Instagram at around $20&nbsp;million.<ref>{{cite web |first=Eric |last=Markowitz |title=How Instagram Grew From Foursquare Knock-Off to $1 Billion Photo Empire |url=https://www.inc.com/eric-markowitz/life-and-times-of-instagram-the-complete-original-story.html |website=Inc. |publisher=Mansueto Ventures |date=April 10, 2012 |accessdate=April 22, 2017}}</ref>

On April 3, 2012, Instagram was released for [[Software:Android (operating system)|Android]] phones,<ref name="Android launch">{{cite web |first=Alexia |last=Tsotsis |title=With Over 30 Million Users on iOS, Instagram Finally Comes To Android |url=https://techcrunch.com/2012/04/03/instagram-android-demum/ |website=TechCrunch |publisher=AOL |date=April 3, 2012 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Thomas |last=Houston |title=Instagram for Android now available |url=https://www.theverge.com/2012/4/3/2922607/instagram-for-android-available-in-google-play-store |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 3, 2012 |accessdate=April 8, 2017}}</ref> and it was downloaded more than one million times in less than one day.<ref>{{cite web |first=Jeff |last=Blagdon |title=Instagram for Android breaks 1 million downloads in less than a day |url=https://www.theverge.com/2012/4/4/2924600/instagram-android-1-million-downloads |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 4, 2012 |accessdate=April 22, 2017}}</ref>

In March 2012, ''{{wipe|The Wall Street Journal}}'' reported that Instagram was raising a new round of financing that would value the company at $500&nbsp;million,<ref>{{cite web |first=Spencer E. |last=Ante |title=Financing to Value Instagram at $500 Million |url=https://www.wsj.com/articles/SB10001424052970204603004577269770268876982 |website={{wipe|The Wall Street Journal}} |publisher=Dow Jones & Company |date=March 9, 2012 |accessdate=April 22, 2017}} {{subscription required}}</ref> details that were confirmed the following month, when Instagram raised $50&nbsp;million from venture capitalists with a $500&nbsp;million valuation.<ref>{{cite web |first=Alexia |last=Tsotsis |title=Right Before Acquisition, Instagram Closed $50M at A$500M Valuation From Sequoia, Thrive, Greylock And Benchmark |url=https://techcrunch.com/2012/04/09/right-before-acquisition-instagram-closed-50m-at-a-500m-valuation-from-sequoia-thrive-greylock-and-benchmark/ |website=TechCrunch |publisher=AOL |date=April 9, 2012 |accessdate=April 22, 2017}}</ref> The same month, Facebook bought Instagram for $1&nbsp;billion in cash and stock,<ref>{{cite web |first=Bruce |last=Upbin |title=Facebook Buys Instagram For $1 Billion. Smart Arbitrage. |url=https://www.forbes.com/sites/bruceupbin/2012/04/09/facebook-buys-instagram-for-1-billion-wheres-the-revenue/ |website={{wipe|Forbes}} |date=April 9, 2012 |accessdate=April 22, 2017}}</ref><ref>{{cite web |first=Evelyn M. |last=Rusli |title=Facebook Buys Instagram for $1 Billion |url=https://dealbook.nytimes.com/2012/04/09/facebook-buys-instagram-for-1-billion/ |website={{wipe|The New York Times}} |date=April 9, 2012 |accessdate=April 22, 2017}}</ref><ref>{{cite web |first1=Alexei |last1=Oreskovic |first2=Gerry |last2=Shih |title=Facebook to buy Instagram for $1&nbsp;billion |url=https://www.reuters.com/article/us-facebook-idUSBRE8380M820120410 |website={{wipe|Reuters}} |publisher=[[Company:Thomson Reuters|Thomson Reuters]] |date=April 10, 2012 |accessdate=April 22, 2017}}</ref> with a plan to keep the company independently managed.<ref>{{cite web |first1=Josh |last1=Constine |first2=Kim-Mai |last2=Cutler |title=Facebook Buys Instagram For $1 Billion, Turns Budding Rival into Its Standalone Photo App |url=https://techcrunch.com/2012/04/09/facebook-to-acquire-instagram-for-1-billion/ |website=TechCrunch |publisher=AOL |date=April 9, 2012 |accessdate=April 22, 2017}}</ref><ref>{{cite web |first=Thomas |last=Houston |title=Facebook to buy Instagram for $1&nbsp;billion |url=https://www.theverge.com/2012/4/9/2936375/facebook-buys-instagram |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 9, 2012 |accessdate=April 22, 2017}}</ref><ref name="cnn-acquisition">{{cite web |first=Laurie |last=Segall |title=Facebook acquires Instagram for $1&nbsp;billion |url=http://money.cnn.com/2012/04/09/technology/facebook_acquires_instagram/ |website=CNNMoney |publisher=CNN |date=April 9, 2012 |accessdate=April 22, 2017}}</ref> Britain's Office of Fair Trading approved the deal on August 14, 2012,<ref>{{cite web |title=Facebook's Instagram bid gets go-ahead from the OFT |url=https://www.bbc.com/news/business-19258608 |website=BBC |date=August 14, 2012 |accessdate=April 22, 2017}}</ref> and on August 22, 2012, the Federal Trade Commission in the U.S. closed its investigation, allowing the deal to proceed.<ref>{{cite web |first=Alexei |last=Oreskovic |title=FTC clears Facebook's acquisition of Instagram |url=https://www.reuters.com/article/us-facebook-instagram-idUSBRE87L14W20120823 |website={{wipe|Reuters}} |publisher=[[Company:Thomson Reuters|Thomson Reuters]] |date=August 22, 2012 |accessdate=April 22, 2017}}</ref> On September 6, 2012, the deal between Instagram and Facebook was officially closed.<ref>{{cite web |first=Tomio |last=Geron |title=Facebook Officially Closes Instagram Deal |url=https://www.forbes.com/sites/tomiogeron/2012/09/06/facebook-officially-closes-instagram-deal/ |website={{wipe|Forbes}} |date=September 6, 2012 |accessdate=April 22, 2017}}</ref>

The deal, which was made just prior to Facebook's scheduled IPO, cost about a quarter of Facebook's cash-on-hand, according to figures documented at the end of 2011.<ref name="cnn-acquisition"/> The deal was for a company characterized as having "lots of [[Finance:Marketing buzz|buzz]] but no [[Social:Business model|business model]]", and the price was contrasted with the $35&nbsp;million [[Company:Yahoo!|Yahoo!]] paid for [[Social:Flickr|Flickr]] in 2005.<ref name="cnn-acquisition"/> Mark Zuckerberg noted that Facebook was "committed to building and growing Instagram independently", in contrast to its past practices.<ref name="cnn-acquisition"/> According to ''Wired'', the deal netted Systrom $400&nbsp;million based on his ownership stake in the business.<ref>{{cite web |first=Mike |last=Isaac |title=Exclusive: Facebook Deal Nets Instagram CEO $400 Million |url=https://www.wired.com/2012/04/facebook-buys-instagram/ |website=Wired |publisher=Condé Nast |date=April 9, 2012 |accessdate=April 22, 2017}}</ref> The exact purchase price was $300&nbsp;million in cash and 23 million shares of stock.<ref>{{cite web |first=Emil |last=Protalinski |title=Facebook buying Instagram for $300&nbsp;million, 23 million shares |url=http://www.zdnet.com/article/facebook-buying-instagram-for-300-million-23-million-shares/ |website=[[ZDNet]] |publisher=CBS Interactive |date=April 23, 2012 |accessdate=April 22, 2017}}</ref>

In November 2012, Instagram launched website profiles, allowing anyone to see users' feeds from their web browsers. However, the website interface was limited in functionality, with notable omissions including the lack of a search bar, a news feed, and the ability to upload photos.<ref>{{cite web |first=Ellis |last=Hamburger |title=Instagram launches web profiles, but maintains clear focus on mobile |url=https://www.theverge.com/2012/11/5/3605316/instagram-web-profiles |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=November 5, 2012 |accessdate=April 22, 2017}}</ref> In February 2013, the website was updated to offer a news feed,<ref>{{cite web |first=Christina |last=Chaey |title=Instagram Launches A Web Feed So You Can View Friends' Photos Online, Not Just on Your Phone |url=https://www.fastcompany.com/3005517/instagram-launches-web-feed-so-you-can-view-friends-photos-online-not-just-your-phone |website=Fast Company |publisher=Mansueto Ventures |date=February 5, 2013 |accessdate=April 22, 2017}}</ref> and in June 2015, the website was redesigned to offer bigger photos.<ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram is launching a redesigned website with bigger photos |url=https://www.theverge.com/2015/6/9/8753023/instagram-website-redesign-launching-bigger-photos |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=June 9, 2015 |accessdate=April 22, 2017}}</ref><ref>{{cite web |first=Napier |last=Lopez |title=Instagram for the Web is getting a cleaner, flatter redesign |url=https://thenextweb.com/apps/2015/06/09/instagram-for-the-web-is-getting-a-cleaner-flatter-redesign/ |website=The Next Web |date=June 9, 2015 |accessdate=April 22, 2017}}</ref>

On October 22, 2013, during the [[Company:Nokia|Nokia]] World event held in [[Place:Abu Dhabi|Abu Dhabi]], Systrom confirmed the upcoming release of the official Instagram app for Windows Phone,<ref>{{cite web |first=Tom |last=Warren |title=Official Instagram Windows Phone app arriving in the 'coming weeks' |url=https://www.theverge.com/2013/10/22/4863048/instagram-official-windows-phone-app |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=October 22, 2013 |accessdate=April 8, 2017}}</ref> after pressure from Nokia and the public to develop an app for the platform.<ref>{{cite web |first=Tom |last=Warren |title=Nokia wants Instagram for Windows Phone, piles pressure on with #2InstaWithLove |url=https://www.theverge.com/2013/3/6/4070934/windows-phone-instagram-app-nokia-pressure |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=March 6, 2013 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Daniel |last=Rubino |title=Nokia releases #2InstaWithLove social app to put some pressure on Instagram |url=http://www.windowscentral.com/nokia-releases-2instawithlov-social-app-pressure-instagram |website=Windows Central |publisher=Mobile Nations |date=March 5, 2013 |accessdate=April 8, 2017}}</ref> The app was released as a beta version on November 21, 2013, and was lacking the ability to record and upload video, though an Instagram spokesperson stated that "We're not finished, and our team will continue developing the Windows Phone app to keep releasing features and bringing you the best Instagram possible".<ref>{{cite web |first=Tom |last=Warren |title=Instagram arrives on Windows Phone, lacks video recording |url=https://www.theverge.com/2013/11/20/5125270/instagram-windows-phone-download-features-release |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=November 20, 2013 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Stuart |last=Dredge |title=Instagram arrives on Windows Phone (and yes, you CAN take photos) |url=https://www.theguardian.com/technology/2013/nov/20/instagram-windows-phone-photos-videos |website={{wipe|The Guardian}} |publisher=Guardian Media Group |date=November 20, 2013 |accessdate=April 8, 2017}}</ref> In April 2016, Instagram upgraded the app to [[Software:Windows 10 Mobile|Windows 10 Mobile]], adding support for video and direct messages,<ref>{{cite web |first=Tom |last=Warren |title=Instagram launches on Windows 10 Mobile, finally gets video support |url=https://www.theverge.com/2016/4/28/11525396/instagram-windows-10-mobile-app |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 28, 2016 |accessdate=April 8, 2017}}</ref> followed by later updates in October 2016 that extended the app to [[Software:Windows 10|Windows 10]] personal computers and tablets.<ref>{{cite web |first=Tom |last=Warren |title=Instagram arrives on Windows 10 PCs and tablets, still not on iPad |url=https://www.theverge.com/2016/10/14/13283082/instagram-arrives-on-windows-10-pcs-and-tablets-still-not-on-ipad |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=October 14, 2016 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Emil |last=Protalinski |title=Instagram launches for Windows 10 PCs and tablets |url=https://venturebeat.com/2016/10/13/instagram-launches-for-windows-10-pcs-and-tablets/ |website=VentureBeat |date=October 13, 2016 |accessdate=April 8, 2017}}</ref>

The Android app has received two major exclusive updates. The first, introduced in March 2014, cut the size of the app by half and added significant improvements to performance and responsiveness on a wide variety of Android devices.<ref>{{cite web |first=Karissa |last=Bell |title=Instagram Releases Faster, More Responsive Android App |url=http://mashable.com/2014/03/11/instagram-android-update/ |website=Mashable |date=March 11, 2014 |accessdate=April 24, 2017}}</ref><ref>{{cite web |first=David |last=Cohen |title=Twice As Quick, Half As Large: Instagram Updates Android App |url=http://www.adweek.com/digital/instagram-android-5-1/ |website=Adweek |publisher=Beringer Capital |date=March 11, 2014 |accessdate=April 24, 2017}}</ref> ''[[The Verge]]'' wrote that the development team had tested the app on devices not for sale in the United States, particularly low-end models like [[Engineering:Samsung Galaxy Y|Samsung Galaxy Y]], in an effort to improve the app for its userbase located outside the U.S. Engineering manager Philip McAllister told ''The Verge'' that "More than 60 percent of our users are outside the US, and Android covers roughly half of total Instagram users".<ref>{{cite web |first=Ellis |last=Hamburger |title=Instagram shoots for global expansion with big Android update |url=https://www.theverge.com/2014/3/11/5492800/instagram-shoots-for-global-expansion-with-big-android-update |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=March 11, 2014 |accessdate=April 24, 2017}}</ref> The second update, introduced in April 2017, added an offline mode, in which content previously loaded in the news feed is available without an Internet connection, and users can comment, like, save media, and unfollow users, all of which will take effect once the user goes back online. At the time of the announcement, it was reported that 80% of Instagram's 600&nbsp;million users are located outside the U.S., and while the aforementioned functionality was live at announcement, Instagram also announced its intention to make more features available offline "in the following months", and that they were "exploring an iOS version".<ref>{{cite web |first=Josh |last=Constine |title=Instagram on Android gets offline mode |url=https://techcrunch.com/2017/04/18/instagram-offline/ |website=TechCrunch |publisher=AOL |date=April 18, 2017 |accessdate=April 24, 2017}}</ref><ref>{{cite web |first=Sean |last=O'Kane |title=Instagram for Android now works offline |url=https://www.theverge.com/2017/4/19/15359576/instagram-offline-mode-android-ios-app |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 19, 2017 |accessdate=April 24, 2017}}</ref><ref>{{cite web |first=Abhimanyu |last=Ghoshal |title=Instagram now works offline on Android |url=https://thenextweb.com/apps/2017/04/19/instagram-now-works-offline-android/ |website=The Next Web |date=April 19, 2017 |accessdate=April 24, 2017}}</ref>

Since the app's launch it had used the [[Company:Foursquare#Foursquare API|Foursquare API]] technology to provide named location tagging. In March 2014, Instagram started testing switching the technology to using Facebook Places.<ref>{{cite web |first=Austin |last=Carr |title=Instagram Testing Facebook Places Integration To Replace Foursquare |url=https://www.fastcompany.com/3028166/instagram-testing-facebook-places-integration-to-replace-foursquare |website=Fast Company |publisher=Mansueto Ventures |date=March 25, 2014 |accessdate=April 24, 2017}}</ref><ref>{{cite web |first=Billy |last=Steele |title=Instagram is testing Facebook Places integration for location tagging |url=https://www.engadget.com/2014/03/25/instagram-tests-facebook-places/ |website=[[Software:Engadget|Engadget]] |publisher=AOL |date=March 25, 2014 |accessdate=April 24, 2017}}</ref>

Announced in March 2016 and taking place in June, Instagram switched from a strictly chronological oldest-to-newest news feed to a new, algorithm-based feed. The change received "widespread outcry" following Instagram's March announcement, but Instagram stated that the feature would help users discover lost posts, writing that "You may be surprised to learn that people miss on average 70&nbsp;percent of their feeds. As Instagram has grown, it's become harder to keep up with all the photos and videos people share. This means you often don't see the posts you might care about the most. To improve your experience, your feed will soon be ordered to show the moments we believe you will care about the most."<ref>{{cite web |first=Elle |last=Hunt |title=New algorithm-driven Instagram feed rolled out to the dismay of users |url=https://www.theguardian.com/technology/2016/jun/07/new-algorithm-driven-instagram-feed-rolled-out-to-the-dismay-of-users |website={{wipe|The Guardian}} |publisher=Guardian Media Group |date=June 7, 2016 |accessdate=April 24, 2017}}</ref><ref name="Instagram about timeline">{{cite web |title=See the Moments You Care About First |url=http://blog.instagram.com/post/141107034797/160315-news |website=Instagram Blog |publisher=Instagram |date=March 15, 2016 |accessdate=April 24, 2017}}</ref><ref>{{cite web |first=Sarah |last=Perez |title=Instagram's new algorithm that puts the best posts first goes live |url=https://techcrunch.com/2016/06/03/instagrams-new-algorithm-that-puts-the-best-posts-first-goes-live-for-all/ |website=TechCrunch |publisher=AOL |date=June 3, 2016 |accessdate=April 24, 2017}}</ref>

On May 11, 2016, Instagram revamped its design, adding a black-and-white theme for the app and a more abstract, "modern" and colorful icon.<ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram launches redesigned app and icon |url=https://www.theverge.com/2016/5/11/11656252/instagram-redesigns-icon-app |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=May 11, 2016 |accessdate=April 24, 2017}}</ref><ref>{{cite web |first=Sarah |last=Perez |title=Instagram's big redesign goes live with a colorful new icon, black-and-white app and more |url=https://techcrunch.com/2016/05/11/instagrams-big-redesign-goes-live-with-a-colorful-new-icon-black-and-white-app-and-more/ |website=TechCrunch |publisher=AOL |date=May 11, 2016 |accessdate=April 24, 2017}}</ref><ref>{{cite web |first=James |last=Titcomb |title=Instagram is changing its iconic logo – here's why |url=https://www.telegraph.co.uk/technology/2016/05/11/instagram-is-changing-its-iconic-logo--heres-why/ |website=The Daily Telegraph |publisher=Telegraph Media Group |date=May 11, 2016 |accessdate=April 24, 2017}}</ref> Rumors of a redesign first started circulating in April, when ''[[The Verge]]'' received a screenshot from a tipster, but at the time, an Instagram spokesperson simply told the publication that "This is a design test only".<ref>{{cite web |first=Casey |last=Newton |title=Instagram is testing a new black-and-white design |url=https://www.theverge.com/2016/4/26/11512718/instagram-redesign-black-white |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 26, 2016 |accessdate=April 24, 2017}}</ref>

On September 24, 2018, Krieger and Systrom announced in a statement they would be stepping down from Instagram.<ref>{{cite web|url=https://instagram-press.com/blog/2018/09/24/statement-from-kevin-systrom-instagram-co-founder-and-ceo/|title=Statement from Kevin Systrom, Instagram Co-Founder and CEO|last=Systrom|first=Kevin|publisher=Instagram|date=September 24, 2018|accessdate=September 25, 2018}}</ref><ref>{{cite news|url=https://www.npr.org/2018/09/25/651383143/instagram-co-founders-to-step-down|title=Instagram Co-Founders To Step Down|last=Kesbeh|first=Dina|publisher=NPR|date=September 25, 2018|accessdate=September 25, 2018}}</ref> On October 1, 2018, it was announced that Adam Mosseri would be the new head of Instagram.<ref>{{cite news |title=Former Facebook News Feed head Adam Mosseri to lead Instagram |url=https://www.nbcnews.com/tech/tech-news/former-facebook-news-feed-head-adam-mosseri-lead-instagram-n915531 |date=October 1, 2018}}</ref><ref>{{cite news |last1=Constine |first1=Josh |title=Meet Adam Mosseri, the new head of Instagram |url=https://techcrunch.com/2018/10/01/adam-mosseri-head-of-instagram/ |publisher=TechCrunch |date=October 1, 2018}}</ref>

== Features and tools ==
[[File:Instagram versione (santa fiora, peschiera).jpg|thumb|right|An original photograph (left) is automatically cropped to a square by Instagram, and has a filter added at the selection of the user (right)]]
[[File:Instagram Filters 2011.jpg|thumb|right|A photo collage of an unprocessed image (top left) modified with the 16 different Instagram filters available in 2011]]
Users can upload photographs and short videos, follow other users' feeds,<ref>{{cite web |first=Stephanie |last=Buck |title=The Beginner's Guide to Instagram |url=https://www.yahoo.com/news/beginners-guide-instagram-220028085.html |website=[[Company:Yahoo!|Yahoo!]] |date=May 30, 2012 |accessdate=April 22, 2017}}</ref> and geotag images with the name of a location.<ref>{{cite web |title=Posting & Adding Locations |url=https://help.instagram.com/488619974671134 |website=Instagram Help |publisher=Instagram |accessdate=April 22, 2017}}</ref> Users can set their account as "private", thereby requiring that they approve any new follower requests.<ref>{{cite web |first=Megan |last=Grant |title=How To Remove Followers On Instagram, As Long As You Have A Private Account |url=https://www.bustle.com/articles/198566-how-to-remove-followers-on-instagram-as-long-as-you-have-a-private-account |website=Bustle |publisher=Bustle Digital Group |date=December 6, 2016 |accessdate=December 7, 2017}}</ref> Users can connect their Instagram account to other social networking sites, enabling them to share uploaded photos to those sites.<ref>{{cite web |first=Dan |last=Frommer |title=Here's How To Use Instagram |url=http://www.businessinsider.com/instagram-2010-11 |website=Business Insider |publisher=Axel Springer SE |date=November 1, 2010 |accessdate=April 22, 2017}}</ref> In January 2011, Instagram introduced [[Hashtag|hashtag]]s to help users discover both photos and each other.<ref>{{cite web |first=Jennifer |last=Van Grove |title=Instagram Introduces Hashtags for Users & Brands |url=http://mashable.com/2011/01/27/instagram-hashtags/ |website=Mashable |date=January 27, 2011 |accessdate=April 22, 2017}}</ref><ref>{{cite web |title=Introducing Hashtags on Instagram |url=http://blog.instagram.com/post/8755963247/introducing-hashtags-on-instagram |website=Instagram Blog |publisher=Instagram |date=January 26, 2011 |accessdate=April 22, 2017}}</ref> Instagram encourages users to make tags both specific and relevant, rather than tagging generic words like "photo", to make photographs stand out and to attract like-minded Instagram users.<ref>{{cite web |title=Instagram Tips: Using Hashtags |url=http://blog.instagram.com/post/17674993957/instagram-tips-using-hashtags |website=Instagram Blog |publisher=Instagram |date=February 15, 2012 |accessdate=April 22, 2017}}</ref> In September 2011, a new version of the app included new and live [[Physics:Photographic filter|filters]], instant [[Tilt–shift photography|tilt–shift]], high-resolution photographs, optional borders, one-click rotation, and an updated icon.<ref>{{cite web |first=Jennifer |last=Van Grove |title=Instagram 2.0 Launches: A Faster App With Live Filters & Hi-Res Photos |url=http://mashable.com/2011/09/20/instagram-version-2/ |website=Mashable |date=September 20, 2011 |accessdate=April 22, 2017}}</ref><ref>{{cite web |first=Duncan |last=Geere |title=Instagram Adds High-Res Photos, New Filters in Version 2.0 |url=https://www.wired.com/2011/09/instagram-update/ |website=Wired |publisher=Condé Nast |date=September 20, 2011 |accessdate=April 22, 2017}}</ref> In August 2015, Instagram started allowing users to upload full-size landscape and portrait photos and videos onto the service, dropping the previous requirement of a square frame.<ref>{{cite web |first=Ariha |last=Setalvad |title=You can now post full-size landscape and portrait photos on Instagram |url=https://www.theverge.com/2015/8/27/9212523/instagram-full-size-photos-portrait-landscape |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=August 27, 2015 |accessdate=April 22, 2017}}</ref><ref>{{cite web |first=Rhiannon |last=Williams |title=Instagram finally drops square picture rules to embrace rectangular photos |url=https://www.telegraph.co.uk/technology/news/11827747/Instagram-finally-drops-square-picture-rules-to-embrace-rectangular-photos.html |website=The Daily Telegraph |publisher=Telegraph Media Group |date=August 27, 2015 |accessdate=April 22, 2017}}</ref><ref>{{cite web |first=Liz |last=Stinson |title=Instagram Ends the Tyranny of the Square |url=https://www.wired.com/2015/08/instagram-says-goodbye-square-photos/ |website=Wired |publisher=Condé Nast |date=August 27, 2015 |accessdate=April 22, 2017}}</ref> In August 2016, Instagram added a zoom feature that allows users to pinch-to-zoom the screen to virtually zoom in on photos and videos.<ref>{{cite web |first=Sean |last=O'Kane |title=Instagram now lets you pinch to zoom on photos and videos in iOS |url=https://www.theverge.com/2016/8/31/12729362/instagram-new-update-pinch-to-zoom-photos-videos-ios |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=August 31, 2016 |accessdate=October 11, 2017}}</ref><ref>{{cite web |first=Darrell |last=Etherington |title=Instagram now lets you zoom in on videos and photos on iOS |url=https://techcrunch.com/2016/08/31/instagram-now-lets-you-zoom-in-on-photos-on-ios/ |website=TechCrunch |publisher=AOL |date=August 31, 2016 |accessdate=October 11, 2017}}</ref> In September 2016, Instagram removed Photo Maps, which previously allowed users to see a map of their geotagged photos. An Instagram spokesperson stated that "Photo Map was not widely used, so we've decided to remove the feature and focus on other priorities".<ref>{{cite web |first=Casey |last=Newton |title=Instagram is getting rid of photo maps |url=https://www.theverge.com/2016/9/6/12817340/instagram-photo-map-removals |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=September 6, 2016 |accessdate=April 28, 2017}}</ref><ref>{{cite web |first=Emma |last=Hinchcliffe |title=Instagram is killing photo maps |url=http://mashable.com/2016/09/06/instagram-kills-photo-maps/ |website=Mashable |date=September 6, 2016 |accessdate=April 28, 2017}}</ref> In December 2016, Instagram introduced a feature letting users save photos for later viewing. Bookmarked posts get added to a private page in the app.<ref>{{cite web |first=Karissa |last=Bell |title=No more screenshots: Instagram now lets you privately save posts |url=http://mashable.com/2016/12/14/instagram-save-posts/ |website=Mashable |date=December 14, 2016 |accessdate=April 28, 2017}}</ref><ref>{{cite web |first=Natt |last=Garun |title=You can now bookmark Instagram posts to look at later |url=https://www.theverge.com/2016/12/14/13941522/instagram-bookmark-tool-creepy |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=December 14, 2016 |accessdate=April 28, 2017}}</ref> The feature was updated in April 2017 to let users organize saved posts into different collections.<ref>{{cite web |first=Chris |last=Welch |title=Instagram's saved posts can now be organized into Pinterest-like collections |url=https://www.theverge.com/2017/4/17/15325040/instagram-saved-post-collections-pinterest |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 17, 2017 |accessdate=April 28, 2017}}</ref><ref>{{cite web |first=Jon |last=Fingas |title=Instagram goes after Pinterest with saved post collections |url=https://www.engadget.com/2017/04/17/instagram-saved-post-collections/ |website=[[Software:Engadget|Engadget]] |publisher=AOL |date=April 17, 2017 |accessdate=April 28, 2017}}</ref>

In February 2017, Instagram announced that users would be able to upload up to ten pictures or videos to one post, with the content appearing as a swipeable carousel.<ref name="tc-ten">{{cite web |first=Josh |last=Constine |title=Instagram lets you post up to 10 photos or videos as 1 swipeable carousel |url=https://techcrunch.com/2017/02/22/instagram-carousels/ |website=TechCrunch |publisher=AOL |date=February 22, 2017 |accessdate=April 28, 2017}}</ref><ref name="wired-ten">{{cite web |first=David |last=Pierce |title=Instagram Galleries Are Yet Another Reason to Never Leave Instagram |url=https://www.wired.com/2017/02/instagram-galleries/ |website=Wired |publisher=Condé Nast |date=February 22, 2017 |accessdate=April 28, 2017}}</ref> The feature originally limited photos to the square format, but received an update in August to enable portrait and landscape photos instead.<ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram now lets you post landscape and portrait photo albums |url=https://www.theverge.com/2017/8/29/16221562/instagram-portrait-landscape-photo-albums-carousel |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=August 29, 2017 |accessdate=November 8, 2017}}</ref><ref>{{cite web |first=Zac |last=Hall |title=Instagram now lets you share portrait and landscape shots in galleries |url=https://9to5mac.com/2017/08/29/instagram-galleries-no-crop/ |website=9to5Mac |date=August 29, 2017 |accessdate=November 8, 2017}}</ref> In May, Instagram updated its mobile website to allow users to upload photos, and to add a "lightweight" version of the Explore tab.<ref>{{cite web |first=Ashley |last=Carman |title=You can now upload Instagram photos from its mobile website |url=https://www.theverge.com/2017/5/8/15562892/instagram-mobile-browser-photo-upload |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=May 8, 2017 |accessdate=May 9, 2017}}</ref><ref>{{cite web |first=Josh |last=Constine |title=Instagram launches mobile web sharing to pursue global growth |url=https://techcrunch.com/2017/05/08/instagram-mobile-web/ |website=TechCrunch |publisher=AOL |date=May 8, 2017 |accessdate=May 9, 2017}}</ref> Later in May, Instagram added an "Archive" feature, letting users hide posts in a private storage area, out of visibility for the public and other users. The move was seen as a way to prevent users from deleting photos that don't garner a desired number of "likes" or are deemed boring, but also as a way to limit the "emergent behavior" of deleting photos, which deprives the service of content.<ref>{{cite web |first=Josh |last=Constine |title=Instagram deters deletion with reversible "archive" option |url=https://techcrunch.com/2017/05/22/instagram-archive/ |website=TechCrunch |publisher=AOL |date=May 22, 2017 |accessdate=May 23, 2017}}</ref><ref>{{cite web |first=Chance |last=Miller |title=Instagram rolling out new 'archive' option for temporarily hiding posts |url=https://9to5mac.com/2017/05/22/instragram-archive-option-ios/ |website=9to5Mac |date=May 22, 2017 |accessdate=May 23, 2017}}</ref> In August, Instagram announced that it would start organizing comments into threads, letting users more easily interact with replies.<ref>{{cite web |first=Casey |last=Newton |title=Instagram begins organizing comments into threads |url=https://www.theverge.com/2017/8/15/16151624/instagram-comment-threads-ios-android |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=August 15, 2017 |accessdate=November 8, 2017}}</ref><ref>{{cite web |first=Josh |last=Constine |title=Facebook and Instagram get redesigns for readability |url=https://techcrunch.com/2017/08/15/facebook-instagram-comments/ |website=TechCrunch |publisher=Oath Inc. |date=August 15, 2017 |accessdate=November 8, 2017}}</ref> In April 2018, Instagram launched its version of a portrait mode called "focus mode," which gently blurs the background of a photo or video while keeping the subject in focus when selected.<ref>{{Cite news|url=https://www.theverge.com/2018/4/10/17217424/instagram-focus-mode-mentions-sticker|title=Instagram launches a portrait mode and a new way to tag friends in Stories|work=The Verge|access-date=April 10, 2018}}</ref>

=== Explore ===
In June 2012, Instagram introduced "Explore", a tab inside the app that displays popular photos, photos taken at nearby locations, and search.<ref>{{cite web |first=Josh |last=Constine |title=Instagram's New "Explore" Brings The Future of Photo Discovery into Focus |url=https://techcrunch.com/2012/06/25/instagram-explore/ |website=TechCrunch |publisher=AOL |date=June 25, 2012 |accessdate=April 28, 2017}}</ref> The tab was updated in June 2015 to feature trending tags and places, curated content, and the ability to search for locations.<ref>{{cite web |first1=Sarah |last1=Buhr |first2=Josh |last2=Constine |title=Instagram Gets Newsy With Trends And Place Search For Exploring Anything, Anywhere |url=https://techcrunch.com/2015/06/23/teleportationgram/ |website=TechCrunch |publisher=AOL |date=June 23, 2015 |accessdate=April 28, 2017}}</ref> In April 2016, Instagram added a "Videos You Might Like" channel to the tab,<ref>{{cite web |first=Chris |last=Welch |title=Instagram makes video an even bigger part of its Explore tab |url=https://www.theverge.com/2016/4/14/11433066/instagram-videos-explore-featured |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 14, 2016 |accessdate=April 28, 2017}}</ref><ref>{{cite web |first=Josh |last=Constine |title=Instagram launches personalized video feed and themed channels in Explore |url=https://techcrunch.com/2016/04/14/instagram-videos-you-might-like/ |website=TechCrunch |publisher=AOL |date=April 14, 2016 |accessdate=April 28, 2017}}</ref> followed by an "Events" channel in August, featuring videos from concerts, sports games, and other live events,<ref>{{cite web |first=Fitz |last=Tepper |title=Instagram adds an Events channel to show you the best videos from concerts and sporting events |url=https://techcrunch.com/2016/08/17/instagram-events-channels/ |website=TechCrunch |publisher=AOL |date=August 17, 2016 |accessdate=April 28, 2017}}</ref><ref>{{cite web |first=Kia |last=Kokalitcheva |title=Instagram Now Lets Users Discover New Events-Themed Videos |url=http://fortune.com/2016/08/17/instagram-event-video-channel/ |website=Fortune |publisher=Time Inc. |date=August 17, 2016 |accessdate=April 28, 2017}}</ref> followed by the addition of Instagram Stories in October.<ref>{{cite web |first=Casey |last=Newton |title=Instagram brings stories to the explore tab |url=https://www.theverge.com/2016/10/18/13319266/instagram-stories-explore-tab-snapchat |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=October 18, 2016 |accessdate=April 28, 2017}}</ref><ref>{{cite web |first=Ken |last=Yeung |title=Instagram adds Stories to search and explore tab |url=https://venturebeat.com/2016/10/18/instagram-adds-stories-to-search-and-explore-tab/ |website=VentureBeat |date=October 18, 2016 |accessdate=April 28, 2017}}</ref> The tab was later expanded again in November 2016 after Instagram Live launched to display an algorithmically-curated page of the "best" Instagram Live videos currently airing.<ref name="tc-live"/> In May 2017, Instagram once again updated the Explore tab to promote public Stories content from nearby places.<ref name="tc-story-search"/>

===Photographic filters===
Instagram offers a number of [[Physics:Photographic filter|photographic filter]]s that users can apply to their images:
{{col-begin}}
{{col-1-of-2}}
* Normal: No filter applied.
* 1977: The increased exposure with a red tint gives the photograph a rosy, brighter, faded look.
* Amaro: Adds light to an image, with the focus on the centre.<ref>{{cite web|title=The Essential Guide to Using Instagram Filters like a Pro|url=https://thenextweb.com/lifehacks/2012/11/22/the-essential-guide-to-using-instagram-filters-like-a-pro/2/|publisher=The Next Web|accessdate=April 10, 2014}}</ref>
* Brannan: Increases contrast and exposure and adds a metallic tint.
* Earlybird: Gives photographs an older look with a sepia tint and warm temperature.
* Hefe: High contrast and saturation, with a similar effect to Lo-Fi but not quite as dramatic.
* Hudson: Creates an "icy" illusion with heightened shadows, cool tint and dodged center.<ref>{{cite web|title=How to Choose the Best Instagram Filter for your Photo|url=http://mashable.com/2012/07/19/instagram-filters/#gallery/instagram-filters/50d3365fb589e40263005b89|publisher=Mashable|accessdate=April 10, 2014}}</ref>
* Inkwell: Direct shift to black and white – no extra editing.
* Kelvin: Increases saturation and temperature to give it a radiant "glow".<ref name=filters>{{cite news|last=Garber|first=Megan|title=A Guide to the Instagram Filters You'll Soon Be Seeing on Facebook|url=https://www.theatlantic.com/technology/archive/2012/04/a-guide-to-the-instagram-filters-youll-soon-be-seeing-on-facebook/255650/|accessdate=November 4, 2013|newspaper=The Atlantic|date=April 10, 2012}}</ref>
* Lo-fi: Enriches color and adds strong shadows through the use of saturation and "warming" the temperature.
* Mayfair: Applies a warm pink tone, subtle vignetting to brighten the photograph center and a thin black border<ref>{{cite web|title=Instagram's Newest Filter: Mayfair|url=http://blog.instagram.com/post/38546919409/instagrams-newest-filter-mayfair-yesterdays|publisher=Instagram|accessdate=April 10, 2014}}</ref>
* Nashville: Warms the temperature, lowers contrast and increases exposure to give a light "pink" tint – making it feel "nostalgic".
* Rise: Adds a "glow" to the image, with softer lighting of the subject.
* Sierra: Gives a faded, softer look.
* Sutro: Burns photo edges, increases highlights and shadows dramatically with a focus on purple and brown colors.
* Toaster: Ages the image by "burning" the centre and adds a dramatic vignette.
* Valencia: Fades the image by increasing exposure and warming the colors, to give it an antique feel
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* Walden: Increases exposure and adds a yellow tint.
* Willow: A monochromatic filter with subtle purple tones and a translucent white border.<ref>{{cite web|title=Instagram's Newest Filter: Willow|url=http://blog.instagram.com/post/37739409065/instagrams-newest-filter-willow-yesterdays|publisher=Instagram|accessdate=April 10, 2014}}</ref>
* X-Pro II: Increases color vibrancy with a golden tint, high contrast and slight vignette added to the edges.
* Slumber: Desaturates the image as well as adds haze for a retro, dreamy look – with an emphasis on blacks and blues.
* Cream: Adds a creamy look that both warms and cools the image.
* Ludwig: A slight hint of desaturation that also enhances light.
* Aden: This filter gives a blue/green natural look.
* Perpetua: Adding a pastel look, this filter is ideal for portraits.<ref>{{cite web|url=http://www.cnet.com/news/instagram-adds-five-new-filters-for-subtle-photo-effects/|publisher=cnet|title=Instagram adds five new filters for subtle photo effects|accessdate=December 16, 2014}}</ref><ref>{{cite web|url=http://blog.instagram.com/post/105365538947/141216-five-new-filters|title=Five new filters|website=Instagram Blog|publisher=Instagram|accessdate=December 16, 2014}}</ref>
* Clarendon: Intensifies shadows and brightens highlights. Originally released as a video-only filter.
* Gingham: Washes photos out. Gives a yellowish tone when used on dark photos or a brighter, dreamy look when used on light photos.
* Moon: Black and white version of Gingham, with slightly more intense shadows.
* Stinson: Subtle filter that brightens an image, washing out the colors slightly
* Crema: Vintage filter that desaturates images. Smooths and washes out skin tones.<ref name="auto">{{cite web|last1=Messieh|first1=Nancy|title=How Instagram Filters Work, And Can You Tell The Difference?|url=http://www.makeuseof.com/tag/instagram-filters-work-can-tell-difference/|accessdate=August 3, 2016}}</ref>
* Lark: Desaturates reds while punching up blues and greens – brings landscapes to life.
* Reyes: Gives photos a dusty, vintage look.
* Juno: Tints cool tones green, makes warm tones pop and whites glow – for vibrant photos of people.<ref>{{cite web|title=Three New Filters and Emoji Hashtags|url=http://blog.instagram.com/post/117527615957/three-new-filters-and-emoji-hashtags|website=Instagram Blog|accessdate=March 31, 2017}}</ref>
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In February 2012, Instagram added a "Lux" filter, an effect that "lightens shadows, darkens highlights and increases contrast".<ref>{{cite web |first=Leanna |last=Lofte |title=Instagram introduces Lux, a new way to enhance your photos |url=http://www.imore.com/instagram-update-introduces-lux-enhance-photos |website=iMore |date=February 11, 2012 |accessdate=April 30, 2017}}</ref><ref>{{cite web |first=Charlie |last=White |title=Instagram Upgrade Introduces a Powerful New Feature |url=http://mashable.com/2012/02/11/instagram-upgrade-lux/ |website=Mashable |date=February 11, 2012 |accessdate=April 30, 2017}}</ref>

In December 2014, Slumber, Crema, Ludwig, Aden, and Perpetua were five new filters to be added to the Instagram filter family.<ref>{{cite web|title=Five New Filters|url=http://blog.instagram.com/post/105365538947/141216-five-new-filters|website=Instagram Blog|accessdate=August 3, 2016}}</ref>

=== Video ===
Initially a purely photo-sharing service, Instagram incorporated 15-second video sharing in June 2013.<ref>{{cite web |first=Colleen |last=Taylor |title=Instagram Launches 15-Second Video Sharing Feature, With 13 Filters And Editing |url=https://techcrunch.com/2013/06/20/facebook-instagram-video/ |website=TechCrunch |publisher=AOL |date=June 20, 2013 |accessdate=April 30, 2017}}</ref><ref>{{cite web |first=Christina |last=Warren |title=Instagram Adds Video |url=http://mashable.com/2013/06/20/instagram-video/ |website=Mashable |date=June 20, 2013 |accessdate=April 30, 2017}}</ref> The addition was seen by some in the technology media as Facebook's attempt at competing with then-popular video-sharing application [[Software:Vine (service)|Vine]].<ref>{{cite web |first=Eli |last=Langer |title=Instagram Video Taking a Swing at Vine: Study |url=https://www.cnbc.com/id/100836937 |website={{wipe|CNBC}} |publisher=NBCUniversal News Group |date=June 23, 2013 |accessdate=April 30, 2017}}</ref><ref>{{cite web |first=Alexis C. |last=Madrigal |title=#TeamVine: Instagram Has Video Now, but Not a Video-Making Culture |url=https://www.theatlantic.com/technology/archive/2013/06/-teamvine-instagram-has-video-now-but-not-a-video-making-culture/277090/ |website=The Atlantic |publisher=Atlantic Media |date=June 20, 2013 |accessdate=April 30, 2017}}</ref> In August 2015, Instagram added support for [[Engineering:Widescreen|widescreen]] videos.<ref>{{cite web |first=Robinson |last=Meyer |title=It's No Longer Hip to Be Square—on Instagram, At Least |url=https://www.theatlantic.com/technology/archive/2015/08/its-no-longer-hip-to-be-a-squareon-instagram-at-least/402616/ |website=The Atlantic |publisher=Atlantic Media |date=August 27, 2015 |accessdate=April 30, 2017}}</ref><ref>{{cite web |first=Mark |last=Lelinwalla |title=Instagram Now Supports Widescreen Images And Videos |url=http://www.techtimes.com/articles/79963/20150827/instagram-now-supports-widescreen-images-videos.htm |website=Tech Times |date=August 27, 2015 |accessdate=April 30, 2017}}</ref> In March 2016, Instagram increased the 15-second video limit to 60 seconds.<ref>{{cite web |first=Adario |last=Strange |title=You can now post 60-second videos on Instagram |url=http://mashable.com/2016/03/29/instagram-video-60-seconds/ |website=Mashable |date=March 29, 2016 |accessdate=April 30, 2017}}</ref><ref>{{cite web |first=Janko |last=Roettgers |title=Instagram Bumps Up Video Length From 15 to 60 Seconds |url=https://variety.com/2016/digital/news/instagram-60-second-videos-1201741348/ |website=Variety |publisher=Penske Media Corporation |date=March 29, 2016 |accessdate=April 30, 2017}}</ref> Albums were introduced in February 2017, which allow up to 10 minutes of video to be shared in one post.<ref name="tc-ten"/><ref name="wired-ten"/>

==== IGTV ====
{{main|Software:IGTV}}
IGTV is a [[Social:Vertical video|vertical video]]&nbsp;application launched by Instagram in June 2018. Basic functionality is also available within the Instagram app and website. IGTV allows uploads of up to 10 minutes in length with a file size of up to 650 MB, with verified and popular users allowed to upload videos of up to 60 minutes in length with a file size of up to 5.4 GB.<ref>{{cite web |title=What are the video upload requirements for IGTV? {{!}} Instagram Help Center |url=https://help.instagram.com/1038071743007909 |website=Instagram Help |accessdate=June 27, 2018}}</ref> The app automatically begins playing videos as soon as it is launched, which CEO Kevin Systrom contrasted to video hosts where one must first locate a video.<ref>{{Cite news|url=https://www.theverge.com/2018/6/20/17484436/instagram-igtv-video-app-launch|title=Instagram announces IGTV, a standalone app for longer videos|work=The Verge|access-date=June 22, 2018}}</ref><ref>{{cite news |last1=Rosney |first1=Daniel |title=Instagram now allows 60-minute videos |url=https://www.bbc.co.uk/news/newsbeat-44546270 |accessdate=June 21, 2018 |work=BBC News |date=June 20, 2018}}</ref><ref>{{cite news |title=Instagram launches IGTV app for creators, 1-hour video uploads |url=https://techcrunch.com/2018/06/20/igtv/ |accessdate=June 21, 2018 |work=TechCrunch}}</ref>

=== Instagram Direct ===
In December 2013, Instagram announced Instagram Direct, a feature that lets users interact through private messaging. Users who follow each other can send private messages with photos and videos, in contrast to the public-only requirement that was previously in place. When users receive a private message from someone they don't follow, the message is marked as pending and the user must accept to see it. Users can send a photo to a maximum of 15 people.<ref>{{cite web |first=Jordan |last=Crook |title=Instagram Introduces Instagram Direct |url=https://techcrunch.com/2013/12/12/instagram-messaging/ |website=TechCrunch |publisher=AOL |date=December 12, 2013 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Ellis |last=Hamburger |title=Instagram announces Instagram Direct for private photo, video, and text messaging |url=https://www.theverge.com/2013/12/12/5203302/instagram-direct-photo-text-messaging |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=December 12, 2013 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Laurie |last=Segall |title=Instagram launches direct messaging |url=http://money.cnn.com/2013/12/12/technology/mobile/instagram-direct/ |website=CNN Tech |publisher=CNN |date=December 12, 2013 |accessdate=April 23, 2017}}</ref> The feature received a major update in September 2015, adding [[Conversation threading|conversation threading]] and making it possible for users to share locations, hashtag pages, and profiles through private messages directly from the news feed. Additionally, users can now reply to private messages with text, [[Emoji|emoji]] or by clicking on a heart icon. A camera inside Direct lets users take a photo and send it to the recipient without leaving the conversation.<ref>{{cite web |first=Ariha |last=Setalvad |title=Instagram Direct gets a huge update focused on messaging your friends |url=https://www.theverge.com/2015/9/1/9236553/instagram-direct-messaging-update |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=September 1, 2015 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Molly |last=McHugh |title=Today's Instagram Update Could Ease the Dreaded @ Wars |url=https://www.wired.com/2015/09/instagram-direct-messaging-update/ |website=Wired |publisher=Condé Nast |date=September 1, 2015 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Kia |last=Kokalitcheva |title=Instagram takes on Twitter's direct messages with these new features |url=http://fortune.com/2015/09/01/instagram-direct-update/ |website=Fortune |publisher=Time Inc. |date=September 1, 2015 |accessdate=April 23, 2017}}</ref> A new update in November 2016 let users make their private messages "disappear" after being viewed by the recipient, with the sender receiving a notification if the recipient takes a screenshot.<ref>{{cite web |first=Jordan |last=Kahn |title=Instagram launches live video for Stories, disappearing photos & videos in direct messages |url=https://9to5mac.com/2016/11/21/instagram-live-video-stories-disappearing-photos-direct/ |website=9to5Mac |date=November 21, 2016 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Nathan |last=Ingraham |title=Instagram adds live video broadcasts and disappearing photos |url=https://www.engadget.com/2016/11/21/instagram-live-video-stories-disappearing-images/ |website=[[Software:Engadget|Engadget]] |publisher=AOL |date=November 21, 2016 |accessdate=April 23, 2017}}</ref> In April 2017, Instagram redesigned Direct to combine all private messages, both permanent and ephemeral, into the same message threads.<ref name="tc-2017">{{cite web |first=Josh |last=Constine |title=Instagram Direct unites ephemeral and permanent messaging for 375M users |url=https://techcrunch.com/2017/04/11/instachat-direct/ |website=TechCrunch |publisher=AOL |date=April 11, 2017 |accessdate=April 23, 2017}}</ref><ref name="cnet-2017">{{cite web |first=Gordon |last=Gottsegen |title=Instagram Direct messages just became more like Snapchat |url=https://www.cnet.com/news/instagram-direct-disappearing-photos-videos-messages-snapchat/ |website=CNET |publisher=CBS Interactive |date=April 11, 2017 |accessdate=April 23, 2017}}</ref><ref name="verge-2017">{{cite web |first=Jacob |last=Kastrenakes |title=Instagram Direct now combines permanent and ephemeral chats |url=https://www.theverge.com/2017/4/11/15250766/instagram-direct-ephemeral-messaging-update |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 11, 2017 |accessdate=April 23, 2017}}</ref> In May, Instagram made it possible to send [[URL|website links]] in messages, and also added support for sending photos in their original portrait or landscape orientation without cropping.<ref>{{cite web |first=Chaim |last=Gartenberg |title=Instagram is just now offering support for sending links in direct messages |url=https://www.theverge.com/2017/5/25/15691746/instagram-direct-links-update-portrait-landscape |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=May 25, 2017 |accessdate=May 25, 2017}}</ref><ref>{{cite web |first=Darrell |last=Etherington |title=Instagram direct messages now support web links and different photo orientations |url=https://techcrunch.com/2017/05/25/instagram-direct-messages-now-support-web-links-and-different-photo-orientations/ |website=TechCrunch |publisher=AOL |date=May 25, 2017 |accessdate=May 25, 2017}}</ref>

=== Instagram Stories ===
In August 2016, Instagram launched Instagram Stories, a feature that allows users to take photos, add effects and layers, and add them to their Instagram story. Images uploaded to a user's story expire after 24 hours. The media noted the feature's similarities to [[Software:Snapchat|Snapchat]].<ref>{{cite web |first=Josh |last=Constine |title=Instagram launches "Stories," a Snapchatty feature for imperfect sharing |url=https://techcrunch.com/2016/08/02/instagram-stories/ |website=TechCrunch |publisher=AOL |date=August 2, 2016 |accessdate=April 22, 2017}}</ref><ref>{{cite web |first=Casey |last=Newton |title=Instagram's new stories are a near-perfect copy of Snapchat stories |url=https://www.theverge.com/2016/8/2/12348354/instagram-stories-announced-snapchat-kevin-systrom-interview |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=August 2, 2016 |accessdate=April 22, 2017}}</ref> In November, Instagram added live video functionality to Instagram Stories, allowing users to broadcast themselves live, with the video disappearing immediately after ending.<ref>{{cite web |first=Casey |last=Newton |title=Instagram's take on live video arrives with an ephemeral twist |url=https://www.theverge.com/2016/11/21/13682752/instagram-live-stories-direct-messages-snapchat |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=November 21, 2016 |accessdate=April 22, 2017}}</ref><ref name="tc-live">{{cite web |first=Josh |last=Constine |title=Instagram launches disappearing Live video and messages |url=https://techcrunch.com/2016/11/21/instagram-live/ |website=TechCrunch |publisher=AOL |date=November 21, 2016 |accessdate=April 22, 2017}}</ref> In January 2017, Instagram launched skippable ads, where five-second photo and 15-second video ads appear in-between different stories.<ref name="tc-stories-150">{{cite web |first=Josh |last=Constine |title=Instagram Stories hits 150M daily users, launches skippable ads |url=https://techcrunch.com/2017/01/11/instagram-stories-hits-150m-daily-users-launches-skippable-ads/ |website=TechCrunch |publisher=AOL |date=January 11, 2017 |accessdate=April 22, 2017}}</ref><ref name="telegraph-stories-150">{{cite web |first=James |last=Titcomb |title=Instagram to show more adverts by putting them in Stories |url=https://www.telegraph.co.uk/technology/2017/01/11/instagram-show-adverts-within-stories/ |website=The Daily Telegraph |publisher=Telegraph Media Group |date=January 11, 2017 |accessdate=April 22, 2017}}</ref> In April 2017, Instagram Stories incorporated [[Augmented reality|augmented reality]] stickers, a "clone" of Snapchat's functionality.<ref name="tc-stories-200">{{cite web |first=Josh |last=Constine |title=Instagram Stories hits 200M users, surpassing Snapchat as it copies its AR stickers |url=https://techcrunch.com/2017/04/13/instagram-stories-bigger-than-snapchat/ |website=TechCrunch |publisher=AOL |date=April 13, 2017 |accessdate=April 22, 2017}}</ref><ref name="verge-stories-200">{{cite web |first=Nick |last=Statt |title=Instagram Stories is now more popular than the app it was designed to kill |url=https://www.theverge.com/2017/4/13/15279266/instagram-stories-facebook-200-million-users-snapchat-clone |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 13, 2017 |accessdate=April 22, 2017}}</ref><ref name="variety-stories-200">{{cite web |first=Janko |last=Roettgers |title=Instagram Clocks 200 Million Daily Users for Its Snapchat Stories Clone |url=https://variety.com/2017/digital/news/instagram-stories-200-million-users-1202029987/ |website=Variety |publisher=Penske Media Corporation |date=April 13, 2017 |accessdate=April 22, 2017}}</ref> In May 2017, Instagram expanded the augmented reality sticker feature to support face filters, letting users add specific visual features onto their faces.<ref>{{cite web |first=Sean |last=O'Kane |title=Instagram adds augmented reality face filters |url=https://www.theverge.com/2017/5/16/15643062/instagram-face-filters-snapchat-facebook-features |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=May 16, 2017 |accessdate=May 23, 2017}}</ref><ref>{{cite web |first=Josh |last=Constine |title=Instagram launches selfie filters, copying the last big Snapchat feature |url=https://techcrunch.com/2017/05/16/instagram-face-filters/ |website=TechCrunch |publisher=AOL |date=May 16, 2017 |accessdate=May 23, 2017}}</ref> Later in May, ''TechCrunch'' reported about tests of a Location Stories feature in Instagram Stories, where public Stories content at a certain location are compiled and displayed on a business, landmark or place's Instagram page.<ref>{{cite web |first=Josh |last=Constine |title=Instagram tests Location Stories |url=https://techcrunch.com/2017/05/16/instagram-location-stories/ |website=TechCrunch |publisher=AOL |date=May 16, 2017 |accessdate=May 23, 2017}}</ref> A few days later, Instagram announced "Story Search", in which users can search for geographic locations or hashtags and the app displays relevant public Stories content featuring the search term.<ref name="tc-story-search">{{cite web |first=Josh |last=Constine |title=Instagram launches Story Search for hashtags and locations |url=https://techcrunch.com/2017/05/23/instagram-stories-search/ |website=TechCrunch |publisher=AOL |date=May 23, 2017 |accessdate=May 23, 2017}}</ref><ref>{{cite web |first=Casey |last=Newton |title=You can now search Instagram Stories by location and hashtag |url=https://www.theverge.com/2017/5/23/15677494/instagram-story-search-hashtags |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=May 23, 2017 |accessdate=May 23, 2017}}</ref> In June 2017, Instagram revised its live-video functionality to allow users to add their live broadcast to their story for availability in the next 24 hours, or discard the broadcast immediately.<ref name="tc-june2017-live" /> In July, Instagram started allowing users to respond to Stories content by sending photos and videos, complete with Instagram effects such as filters, stickers, and hashtags.<ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram now lets you reply to stories with photos and videos |url=https://www.theverge.com/2017/7/6/15928646/instagram-story-replies-update-photos-videos |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=July 6, 2017 |accessdate=July 7, 2017}}</ref><ref>{{cite web |first=Darrell |last=Etherington |title=You can now reply to Instagram Stories with photos and video |url=https://techcrunch.com/2017/07/06/you-can-now-reply-to-instagram-stories-with-photos-and-video/ |website=TechCrunch |publisher=AOL |date=July 6, 2017 |accessdate=July 7, 2017}}</ref> Stories were made available for viewing on Instagram's mobile and desktop websites in late August 2017.<ref>{{cite web |first=Natt |last=Garun |title=You can now view Instagram Stories on the web |url=https://www.theverge.com/2017/8/31/16233416/instagram-stories-mobile-desktop-web-support |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=August 31, 2017 |accessdate=November 8, 2017}}</ref><ref>{{cite web |first=David |last=Lumb |title=Instagram Stories now work in your browser |url=https://www.engadget.com/2017/08/31/instagram-stories-now-work-browser/ |website=[[Software:Engadget|Engadget]] |publisher=Oath Inc. |date=August 31, 2017 |accessdate=November 8, 2017}}</ref>

In response to criticism that it copied functionality from Snapchat, CEO Kevin Systrom told ''[[Recode]]'' that "Day One: Instagram was a combination of [[Software:Hipstamatic|Hipstamatic]], [[Company:Twitter|Twitter]] [and] some stuff from [[Company:Facebook|Facebook]] like the [[Software:Facebook like button|'Like' button]]. You can trace the roots of every feature anyone has in their app, somewhere in the history of technology". Although Systrom acknowledged the criticism as "fair", ''Recode'' wrote that "he likened the two social apps' common features to the auto industry: Multiple car companies can coexist, with enough differences among them that they serve different consumer audiences". Systrom further stated that "When we adopted [Stories], we decided that one of the really annoying things about the format is that it just kept going and you couldn't pause it to look at something, you couldn't rewind. We did all that, we implemented that." He also told the publication that Snapchat "didn't have filters, originally. They adopted filters because Instagram had filters and a lot of others were trying to adopt filters as well."<ref>{{cite web |first=Eric |last=Johnson |title=Did Instagram copy Snapchat? Not exactly, Instagram CEO Kevin Systrom says. |url=https://www.recode.net/2017/6/5/15738276/instagram-snapchat-stories-copying-kevin-systrom-filters-facebook-snap-kara-swisher-decode-podcast |website=[[Recode]] |publisher=[[Company:Vox Media|Vox Media]] |date=June 5, 2017 |accessdate=June 14, 2017}}</ref><ref>{{cite web |first=Swapna |last=Krishna |title=Instagram CEO downplays criticism that it copied Snapchat |url=https://www.engadget.com/2017/06/05/did-instagram-copy-snapchat/ |website=[[Software:Engadget|Engadget]] |publisher=AOL |date=June 5, 2017 |accessdate=June 14, 2017}}</ref>

=== Monetization ===
Following Emily White's appointment to the position of [[Social:Chief operating officer|Director of Business Operations]] in April 2013,<ref>{{cite web |first=Alexia |last=Tsotsis |title=Monetization TBD … Instagram Hires Facebook's Emily White As Director of Business Operations |url=https://techcrunch.com/2013/04/02/instagram-hires-facebooks-emily-white-as-director-of-business-operations/ |website=TechCrunch |publisher=AOL |date=April 2, 2013 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Alyson |last=Shontell |title=Emily White Has The Large Task of Turning A Zero-Revenue Business For Facebook into A Money-Making Machine |url=http://www.businessinsider.com/emily-white-instagram-director-of-business-operations-2013-9 |website=Business Insider |publisher=Axel Springer SE |date=September 9, 2013 |accessdate=April 23, 2017}}</ref> she stated in an interview with ''{{wipe|The Wall Street Journal}}'' in September 2013 that the company should be ready to begin selling advertising by September 2014 as a way to generate business from a popular entity that had not yet created profit for its parent company.<ref>{{cite web |first=Evelyn M. |last=Rusli |title=Instagram Pictures Itself Making Money |url=https://www.wsj.com/article_email/SB10001424127887324577304579059230069305894-lMyQjAxMTAzMDAwODEwNDgyWj.html |website={{wipe|The Wall Street Journal}} |publisher=Dow Jones & Company |date=September 8, 2013 |accessdate=April 8, 2017}}</ref> White left Instagram, however, in December 2013, to join [[Software:Snapchat|Snapchat]].<ref>{{cite web |first=Addy |last=Dugdale |title=Snapchat Snaps Up Facebook And Instagram's Emily White As Its New COO |url=https://www.fastcompany.com/3022925/snapchat-snaps-up-facebook-and-instagrams-emily-white-as-its-new-coo |website=Fast Company |publisher=Mansueto Ventures |date=December 4, 2013 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Julie |last=Bort |title=Snapchat Just Nabbed An Important Advertising Exec Away From Facebook |url=http://www.businessinsider.com/snapchat-names-emily-white-coo-2013-12 |website=Business Insider |publisher=Axel Springer SE |date=December 3, 2013 |accessdate=April 23, 2017}}</ref> In August 2014, James Quarles was hired as Instagram's Global Head of Business and Brand Development, a new position within the company focused on overseeing advertisement and sales efforts while developing new "monetization products", according to a spokesperson.<ref>{{cite web |first=Kurt |last=Wagner |title=Instagram Hires New Ad Chief |url=https://www.recode.net/2014/8/13/11629814/instagram-hires-new-ad-chief |website=[[Recode]] |publisher=[[Company:Vox Media|Vox Media]] |date=August 13, 2014 |accessdate=April 23, 2017}}</ref>

In October 2013, Instagram began its monetization efforts, announcing that, "over the next couple of months", video and image ads would start appearing in between users' photos in the news feed for users in the United States.<ref>{{cite web |first=Matthew |last=Panzarino |title=Instagram To Start Showing In-Feed Video And Image Ads To US Users |url=https://techcrunch.com/2013/10/03/instagram-starts-showing-in-feed-video-and-image-ads-to-us-users/ |website=TechCrunch |publisher=AOL |date=October 3, 2013 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Adrian |last=Covert |title=Instagram: Now with ads |url=http://money.cnn.com/2013/10/03/technology/social/instagram-ads/ |website=CNN Tech |publisher=CNN |date=October 3, 2013 |accessdate=April 23, 2017}}</ref> A sample ad from Instagram, featuring the text "Sponsored" at the top right of the image, was the first to be released, with a limited number of brands being allowed to advertise in the early stages.<ref>{{cite web |first1=Josh |last1=Constine |first2=Jordan |last2=Crook |title=This Is What Instagram Ads Look Like |url=https://techcrunch.com/2013/10/24/first-look-at-instagram-ads/ |website=TechCrunch |publisher=AOL |date=October 24, 2013 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Roberto |last=Baldwin |title=Instagram Reveals What Ads Will Look Like in Your Timeline |url=https://www.wired.com/2013/10/instagram-ads-2/ |website=Wired |publisher=Condé Nast |date=October 24, 2013 |accessdate=April 23, 2017}}</ref> Image advertisements officially started appearing in feeds starting November 1, 2013,<ref>{{cite web |first=Chris |last=Welch |title=Instagram launches ads with sponsored post from Michael Kors |url=https://www.theverge.com/2013/11/1/5055416/instagram-launches-sponsored-posts-michael-kors-first-ad |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=November 1, 2013 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Jennifer |last=Van Grove |title=The preview is over: Instagram ads are here |url=https://www.cnet.com/news/the-preview-is-over-instagram-ads-are-here/ |website=CNET |publisher=CBS Interactive |date=November 1, 2013 |accessdate=April 23, 2017}}</ref> followed by video ads on October 30, 2014.<ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram launches video ads today |url=https://www.theverge.com/2014/10/30/7131081/instagram-video-ads-launching-today |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=October 30, 2014 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Paul |last=Sawers |title=Instagram video ads are rolling out today, watch 4 of them here |url=https://thenextweb.com/insider/2014/10/30/instagram-video-ads-rolling-today-watch-four/ |website=The Next Web |date=October 30, 2014 |accessdate=April 23, 2017}}</ref> In June 2014, Instagram announced the then-upcoming rollout of ads in the United Kingdom, Canada and Australia, planned for "later this year".<ref>{{cite web |first=Jackie |last=Dove |title=Instagram will introduce ads in the UK, Canada and Australia 'later this year' |url=https://thenextweb.com/creativity/2014/06/09/instagram-plans-ad-rollout-uk-canada-australia/ |website=The Next Web |date=June 9, 2014 |accessdate=April 23, 2017}}</ref> The same sample ad from Instagram's launch in the U.S. was shown to users in the United Kingdom in September 2014, with ads rolling out "over the coming weeks".<ref>{{cite web |first=Josh |last=Ong |title=Instagram to introduce advertising in the UK in 'the coming weeks' |url=https://thenextweb.com/facebook/2014/09/17/instagram-will-roll-sponsored-posts-uk-coming-weeks/ |website=The Next Web |date=September 17, 2014 |accessdate=April 23, 2017}}</ref>

In March 2015, it announced that it would allow advertisers to buy "carousel ads", a way for brands to upload up to five images that users can swipe through, with options at the end for additional content or a visit to the brand's website.<ref>{{cite web |first=Garett |last=Sloane |title=Instagram Unveils New Features for Advertisers, From Carousel-Style Photos to Web Links |url=http://www.adweek.com/digital/instagram-unveils-new-features-advertisers-carousel-style-photos-web-links-163268/ |website=Adweek |publisher=Beringer Capital |date=March 4, 2015 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Alexei |last=Oreskovic |title=Facebook's Instagram rolls out new 'carousel' ads |url=https://www.reuters.com/article/us-instagram-ads-idUSKBN0M023S20150304 |website={{wipe|Reuters}} |publisher=[[Company:Thomson Reuters|Thomson Reuters]] |date=March 4, 2015 |accessdate=April 23, 2017}}</ref> Following strong performance of the ad format, Instagram opened up a self-service feature for brands to buy carousel ads the following October,<ref>{{cite web |first=Marty |last=Swant |title=Why Offering Self-Service Carousel Ads Could Attract More Marketers to Instagram |url=http://www.adweek.com/digital/why-instagram-offering-self-service-carousel-ads-could-attract-more-marketers-167877/ |website=Adweek |publisher=Beringer Capital |date=October 30, 2015 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Mark |last=Sullivan |title=Instagram will sell carousel ads to businesses via self-service |url=https://venturebeat.com/2015/10/29/instagram-will-sell-carousel-ads-to-businesses-via-self-service/ |website=VentureBeat |date=October 29, 2015 |accessdate=April 23, 2017}}</ref> and in March 2016, it started allowing video in carousel ads.<ref>{{cite web |first=Maureen |last=Morrison |title=Instagram Adds Video to Ad Carousel |url=http://adage.com/article/digital/instagram-introduces-video-ad-format/303831/ |website=Advertising Age |publisher=Crain Communications |date=May 3, 2016 |accessdate=April 23, 2017}}</ref>

In May 2016, Instagram announced the launch of new tools for business accounts, including new business profiles, Insights analytics and the ability to turn posts into ads directly from the Instagram app itself. However, to be eligible for the tools, businesses had to have a Facebook Page, with Quarles stating: "In doing that, it gives us the payment credentials, as well as if they want to prepopulate some of the information like their street address, the phone number, and the website".<ref name="tc-insights">{{cite web |first=Sarah |last=Perez |title=Instagram officially announces its new business tools |url=https://techcrunch.com/2016/05/31/instagram-officially-announces-its-new-business-tools/ |website=TechCrunch |publisher=AOL |date=May 31, 2016 |accessdate=April 23, 2017}}</ref> The Instagram Insights panel, which lets businesses see their top posts, reach, impressions and engagement surrounding their posts as well as user demographics,<ref name="tc-insights"/> was rolled out first to the United States, Australia, and New Zealand, with the rest of the world "by the end of the year".<ref>{{cite web |first=Sarah |last=Griffifths |title=Instagram launches business tools to help users buy and sell |url=https://www.wired.co.uk/article/instagram-business-tools-uk |website=Wired |publisher=Condé Nast |date=August 15, 2016 |accessdate=April 23, 2017}}</ref><ref name="tc-insights"/><ref>{{cite web |first=Oscar |last=Raymundo |title=Instagram will let you run a business profile if you have a Facebook Page |url=http://www.macworld.com/article/3077377/social-media/instagram-will-let-you-run-a-business-profile-if-you-have-a-facebook-page.html |website=Macworld |publisher=International Data Group |date=May 31, 2016 |accessdate=April 23, 2017}}</ref>

In February 2016, Instagram announced that it had 200,000&nbsp;advertisers on the platform.<ref>{{cite web |first=Anthony |last=Ha |title=There Are Now 200K Advertisers on Instagram |url=https://techcrunch.com/2016/02/24/200k-advertisers-on-instagram/ |website=TechCrunch |publisher=AOL |date=February 24, 2016 |accessdate=April 23, 2017}}</ref> This increased to 500,000&nbsp;active advertisers in September 2016,<ref>{{cite web |first=Anthony |last=Ha |title=And now there are 500K active advertisers on Instagram |url=https://techcrunch.com/2016/09/22/instagram-500k/ |website=TechCrunch |publisher=AOL |date=September 22, 2016 |accessdate=April 23, 2017}}</ref> and one million in March 2017.<ref>{{cite web |first=David |last=Ingram |title=Instagram says advertising base tops one million businesses |url=https://www.reuters.com/article/us-instagram-advertising-idUSKBN16T1LK |website={{wipe|Reuters}} |publisher=[[Company:Thomson Reuters|Thomson Reuters]] |date=March 22, 2017 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Ken |last=Yeung |title=Instagram now has 1 million advertisers, will launch business booking tool this year |url=https://venturebeat.com/2017/03/22/instagram-now-has-1-million-advertisers-will-launch-business-booking-tool-this-year/ |website=VentureBeat |date=March 22, 2017 |accessdate=April 23, 2017}}</ref>

=== Stand-alone apps ===
Instagram has developed and released three stand-alone apps with specialized functionality. In July 2014, it released '''Bolt''', a messaging app where users click on a friend's profile photo to quickly send an image, with the content disappearing after being seen.<ref>{{cite web |first=Ellis |last=Hamburger |title=This is Bolt, Instagram's new messaging app |url=https://www.theverge.com/2014/7/29/5948845/this-is-bolt-instagrams-new-messaging-app |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=July 29, 2014 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Alyson |last=Shontell |title=Instagram Launches Its One-Tap Photo App Bolt To Rival TapTalk And Mirage |url=http://www.businessinsider.com/instagram-launches-bolt-2014-7 |website=Business Insider |publisher=Axel Springer SE |date=July 29, 2014 |accessdate=April 23, 2017}}</ref> It was followed by the release of '''Hyperlapse''' in August, an iOS-exclusive app that uses "clever algorithm processing" to create tracking shots and fast time-lapse videos.<ref>{{cite web |first=Cliff |last=Kuang |title=Hyperlapse, Instagram's New App, Is Like a $15,000 Video Setup in Your Hand |url=https://www.wired.com/2014/08/hyperlapse-instagrams-new-app-is-like-a-15000-video-setup-in-your-hand/ |website=Wired |publisher=Condé Nast |date=August 26, 2014 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Darrell |last=Etherington |title=Instagram's New Hyperlapse App Makes Mobile Timelapse And Steady Video Capture Easy |url=https://techcrunch.com/2014/08/26/instagram-hyperlapse/ |website=TechCrunch |publisher=AOL |date=August 26, 2014 |accessdate=April 23, 2017}}</ref> Microsoft launched a Hyperlapse app for Android and Windows in May 2015, but there has been no official Hyperlapse app from Instagram for either of these platforms to date.<ref>{{cite web |first=Emil |last=Protalinski |title=Microsoft Hyperlapse apps launch on Android and Windows to turn your shaky videos into smooth timelapses |url=https://venturebeat.com/2015/05/14/microsoft-hyperlapse-apps-launch-on-android-and-windows-to-turn-your-shaky-videos-into-smooth-timelapses/ |website=VentureBeat |date=May 14, 2015 |accessdate=April 23, 2017}}</ref> In October 2015, it released '''Boomerang''', a video app that combines photos into short, one-second videos that play back-and-forth in a loop.<ref>{{cite web |first=Kathleen |last=Chaykowski |title=Instagram Launches New App 'Boomerang' For Making GIF-Like Videos |url=https://www.forbes.com/sites/kathleenchaykowski/2015/10/22/instagram-launches-new-app-boomerang-for-making-gif-like-videos/ |website={{wipe|Forbes}} |date=October 22, 2015 |accessdate=April 23, 2017}}</ref><ref>{{cite web |first=Paul |last=Sawers |title=Instagram launches Boomerang, an app that creates crazy, looping 1-second videos |url=https://venturebeat.com/2015/10/22/instagram-launches-boomerang-an-app-that-creates-crazy-looping-1-second-videos/ |website=VentureBeat |date=October 22, 2015 |accessdate=April 23, 2017}}</ref>

=== Third-party services ===
The popularity of Instagram has led to a variety of third-party services using its functionality and adopting it into formats not officially supported. Examples include services for getting an overview of user statistics, printing photos at social events, turning a large number of photos into thumbnails for a physical book or a large poster, and dedicated apps for viewing Instagram on [[Engineering:Macintosh|Mac]] personal computers.<ref>{{cite web |first=Heather |last=Kelly |title=10 cool things to do with Instagram |url=http://www.macworld.com/article/1160269/software-photography/instagramprojects.html |website=Macworld |publisher=International Data Group |date=June 3, 2011 |accessdate=April 23, 2017}}</ref>

== User characteristics and behavior ==
[[File:Instagram app on smartphone.jpg|thumb|The Instagram app, running on the Android operating system.]]

=== Users ===
Following the release in October, Instagram had one million registered users in December 2010.<ref>{{cite web |first=Nick |last=Bilton |title=Instagram Quickly Passes 1 Million Users |url=https://bits.blogs.nytimes.com/2010/12/21/instagram-quickly-passes-1-million-users/ |website={{wipe|The New York Times}} |date=December 21, 2010 |accessdate=April 8, 2017}}</ref><ref>{{cite web |title=The Instagram Community - One Million and Counting |url=http://blog.instagram.com/post/8755444024/the-instagram-community-one-million-and-counting |publisher=Instagram |date=December 20, 2010 |accessdate=April 8, 2017}}</ref> In June 2011, it announced that it had 5 million users,<ref>{{cite web |first=MG |last=Siegler |title=At 5 Million Users, It's Hard Not To View Instagram Through A Rose-Colored Filter |url=https://techcrunch.com/2011/06/13/instagram-five-million-users/ |website=TechCrunch |publisher=AOL |date=June 13, 2011 |accessdate=April 8, 2017}}</ref> which increased to 10 million in September.<ref name="User timeline">{{cite web |first=Marty |last=Swant |title=This Instagram Timeline Shows the App's Rapid Growth to 600 Million |url=http://www.adweek.com/digital/instagram-gained-100-million-users-6-months-now-has-600-million-accounts-175126/ |website=Adweek |publisher=Beringer Capital |date=December 15, 2016 |accessdate=April 8, 2017}}</ref><ref>{{cite web |title=The Instagram Community - Ten Million and Counting |url=http://blog.instagram.com/post/10692926832/10million |publisher=Instagram |date=September 26, 2011 |accessdate=April 8, 2017}}</ref> This growth continued to 30 million users in April 2012,<ref name="User timeline"/><ref name="Android launch"/> 80&nbsp;million in July 2012,<ref>{{cite web |title=Instagram soars to 80M users, 4B photos |url=https://venturebeat.com/2012/07/26/instagram-80-million-users/ |website=VentureBeat |date=July 26, 2012 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Emil |last=Protalinski |title=Instagram passes 80 million users |url=https://www.cnet.com/news/instagram-passes-80-million-users/ |website=CNET |publisher=CBS Interactive |date=July 26, 2012 |accessdate=April 8, 2017}}</ref> 100 million in February 2013,<ref>{{cite web |first=Josh |last=Constine |title=Instagram Hits 100 Million Monthly Users 28 Months After Launch |url=https://techcrunch.com/2013/02/26/instagram-100-million/ |website=TechCrunch |publisher=AOL |date=February 26, 2013 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Julianne |last=Pepitone |title=Instagram hits 100 million users |url=http://money.cnn.com/2013/02/26/technology/social/instagram-100-million-users/ |website=CNN |date=February 26, 2013 |accessdate=April 8, 2017}}</ref> 130 million in June 2013,<ref name="tc-130"/> 150&nbsp;million in September 2013,<ref>{{cite web |first=Brian Anthony |last=Hernandez |title=Instagram Reaches 150 Million Monthly Active Users |url=http://mashable.com/2013/09/08/instagram-150-million-monthly-active-users/ |website=Mashable |date=September 9, 2013 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Cooper |last=Smith |title=Instagram Has 150 Million Monthly Active Users |url=http://www.businessinsider.com/instagram-has-150-million-monthly-active-users-2013-9 |website=Business Insider |publisher=Axel Springer SE |date=September 9, 2013 |accessdate=April 8, 2017}}</ref> 300 million in December 2014,<ref>{{cite web |first=Josh |last=Constine |title=Instagram Hits 300 Million Monthly Users To Surpass Twitter, Keeps It Real With Verified Badges |url=https://techcrunch.com/2014/12/10/not-a-fad/ |website=TechCrunch |publisher=AOL |date=December 10, 2014 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Laura |last=Lorenzetti |title=Instagram leaves Twitter in the dust with 300 million active users |url=http://fortune.com/2014/12/10/instagram-leaves-twitter-in-the-dust-with-300-million-active-users/ |website=Fortune |publisher=Time Inc. |date=December 10, 2014 |accessdate=April 8, 2017}}</ref> 400 million in September 2015,<ref>{{cite web |first=Kathleen |last=Chaykowski |title=Instagram Hits 400 Million Users, Soaring Past Twitter |url=https://www.forbes.com/sites/kathleenchaykowski/2015/09/22/instagram-hits-400-million-users-soaring-past-twitter/ |website={{wipe|Forbes}} |date=September 22, 2015 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram is now used by 400 million people each month |url=https://www.theverge.com/2015/9/22/9374837/instagram-400-million-monthly-active-users |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=September 22, 2015 |accessdate=April 8, 2017}}</ref> 500 million in June 2016,<ref>{{cite web |first=Kurt |last=Wagner |title=Instagram now has 500 million users |url=https://www.recode.net/2016/6/21/11987046/instagram-500-million-users |website=[[Recode]] |publisher=[[Company:Vox Media|Vox Media]] |date=June 21, 2016 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Josh |last=Constine |title=Instagram doubles monthly users to 500M in 2 years, sees 300M daily |url=https://techcrunch.com/2016/06/21/instagram-500-million/ |website=TechCrunch |publisher=AOL |date=June 21, 2016 |accessdate=April 8, 2017}}</ref> 600 million in December 2016,<ref>{{cite web |first=Jon |last=Fingas |title=Instagram hits 600 million users as its growth speeds up |url=https://www.engadget.com/2016/12/15/instagram-hits-600-million-users/ |website=[[Software:Engadget|Engadget]] |publisher=AOL |date=December 15, 2016 |accessdate=April 8, 2017}}</ref><ref>{{cite web |first=Janko |last=Roettgers |title=Instagram Now Has 600 Million Monthly Active Users |url=https://variety.com/2016/digital/news/instagram-600-million-monthly-active-users-1201943444/ |website=Variety |publisher=Penske Media Corporation |date=December 15, 2016 |accessdate=April 8, 2017}}</ref> 700 million in April 2017,<ref>{{cite web |first=Josh |last=Constine |title=Instagram hits 700 million users, accelerating from 600M in December |url=https://techcrunch.com/2017/04/26/instagram-700-million-users/ |website=TechCrunch |publisher=AOL |date=April 26, 2017 |accessdate=April 26, 2017}}</ref><ref>{{cite web |first=Sam |last=Byford |title=Instagram is growing faster than ever |url=https://www.theverge.com/2017/4/26/15431872/instagram-monthly-active-users-700-million-growth |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=April 26, 2017 |accessdate=April 26, 2017}}</ref> and 800 million in September 2017.<ref>{{cite web |first=Anita |last=Balakrishnan |title=Instagram says it now has 800 million users, up 100 million since April |url=https://www.cnbc.com/2017/09/25/how-many-users-does-instagram-have-now-800-million.html |website={{wipe|CNBC}} |publisher=NBCUniversal News Group |date=September 25, 2017 |accessdate=December 13, 2017}}</ref><ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram added 200 million daily users a year after launching Stories |url=https://www.theverge.com/2017/9/25/16361356/instagram-500-million-daily-active-users |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=September 25, 2017 |accessdate=December 13, 2017}}</ref>

In October 2016, Instagram Stories reached 100 million active users, two months after launch.<ref>{{cite web |first=Darrell |last=Etherington |title=Instagram Stories has 100 million daily active users after just 2 months |url=https://techcrunch.com/2016/10/06/instagram-stories-has-100-million-daily-active-users-after-just-2-months/ |website=TechCrunch |publisher=AOL |date=October 6, 2016 |accessdate=June 20, 2017}}</ref><ref>{{cite web |first=Oscar |last=Raymundo |title=Snapchat what? Instagram Stories racks up 100 million daily viewers |url=http://www.macworld.com/article/3128392/iphone-ipad/instagram-has-100-million-people-watching-its-live-stories-every-day.html |website=Macworld |publisher=International Data Group |date=October 6, 2016 |accessdate=June 20, 2017}}</ref> This increased to 150 million in January 2017,<ref name="tc-stories-150"/><ref name="telegraph-stories-150"/> 200&nbsp;million in April, surpassing Snapchat's user growth,<ref name="tc-stories-200"/><ref name="verge-stories-200"/><ref name="variety-stories-200"/> and 250&nbsp;million active users in June 2017.<ref>{{cite web |first1=Kurt |last1=Wagner |first2=Rani |last2=Molla |title=Instagram Stories is still growing quickly and now has 250 million users |url=https://www.recode.net/2017/6/20/15836248/instagram-stories-250-million-users-snapchat |website=[[Recode]] |publisher=[[Company:Vox Media|Vox Media]] |date=June 20, 2017 |accessdate=June 20, 2017}}</ref><ref name="tc-june2017-live">{{cite web |first=Josh |last=Constine |title=Instagram Stories hits 250M daily users, adds Live video replays |url=https://techcrunch.com/2017/06/20/instagram-live-video-replays/ |website=TechCrunch |publisher=AOL |date=June 20, 2017 |accessdate=June 20, 2017}}</ref>

In April 2017, Instagram Direct had 375&nbsp;million monthly users.<ref name="tc-2017"/><ref name="cnet-2017"/><ref name="verge-2017"/>

In June 2011, Instagram passed 100&nbsp;million photos uploaded to the service.<ref>{{cite web |first=MG |last=Siegler |title=At 5 Million Users, It's Hard Not To View Instagram Through A Rose-Colored Filter |url=https://techcrunch.com/2011/06/13/instagram-five-million-users/ |website=TechCrunch |publisher=AOL |date=June 13, 2011 |accessdate=May 31, 2017}}</ref><ref>{{cite web |first=Jennifer |last=Van Grove |title=Instagram by the Numbers: 5 Million Users & 100 Million Photos |url=http://mashable.com/2011/06/13/instagram-5-million/ |website=Mashable |date=June 14, 2011 |accessdate=May 31, 2017}}</ref> This grew to 150&nbsp;million in August 2011,<ref>{{cite web |first=MG |last=Siegler |title=The Latest Crazy Instagram Stats: 150 Million Photos, 15 Per Second, 80% Filtered |url=https://techcrunch.com/2011/08/03/instagram-150-million/ |website=TechCrunch |publisher=AOL |date=August 3, 2011 |accessdate=May 31, 2017}}</ref><ref>{{cite web |first=Devindra |last=Hardawar |title=Instagram snaps 150M photos, 7M users – still only 4 employees |url=https://venturebeat.com/2011/08/03/instagram-150-photos/ |website=VentureBeat |date=August 3, 2011 |accessdate=May 31, 2017}}</ref> and by June 2013, there were over 16&nbsp;billion photos on the service.<ref name="tc-130">{{cite web |first=Jordan |last=Crook |title=Instagram Crosses 130 Million Users, With 16 Billion Photos And Over 1 Billion Likes Per Day |url=https://techcrunch.com/2013/06/20/instagram-crosses-130-million-users-with-16-billion-photos-and-over-1-billion-likes-per-day/ |website=TechCrunch |publisher=AOL |date=June 20, 2013 |accessdate=May 31, 2017}}</ref> In October 2015, there existed over 40&nbsp;billion photos.<ref>{{cite web |first=Olivia B. |last=Waxman |title=Here Are the 5 Most Popular Instagram Photos of All Time |url=http://time.com/4060078/instagram-5th-birthday-most-liked-photos/ |website={{wipe|Time (magazine)}} |date=October 6, 2015 |accessdate=May 31, 2017}}</ref>

On August 9, 2012, English musician Ellie Goulding released a new music video for her song "Anything Could Happen." The video only contained fan-submitted Instagram photographs that used various filters to represent words or lyrics from the song, and over 1,200 different photographs were submitted.<ref>{{cite web |first=Annie |last=Colbert |title=Singer Composes Music Video From Fans' Instagram Photos |url=http://mashable.com/2012/08/09/ellie-goulding-instagram-music-video/ |website=Mashable |date=August 9, 2012 |accessdate=May 31, 2017}}</ref>

Instagram was listed among ''{{wipe|Time (magazine)}}''{{'}}s "50 Best Android Applications for 2013" list.<ref>{{cite web |first=Jared |last=Newman |title=50 Best Android Apps for 2013 |url=http://techland.time.com/2013/07/01/50-best-android-apps-for-2013/slide/instagram/ |archiveurl=https://web.archive.org/web/20130704152242/http://techland.time.com/2013/07/01/50-best-android-apps-for-2013/slide/instagram/ |website={{wipe|Time (magazine)}} |date=June 30, 2013 |archivedate=July 4, 2013 |accessdate=April 12, 2017}}</ref>

==== Demographics ====
Instagram's users are divided equally with 50% iPhone owners and 50% Android owners. While Instagram has a neutral gender-bias format, 68% of Instagram users are female while 32% are male. Instagram's geographical use is shown to favor urban areas as 17% of US adults who live in urban areas use Instagram while only 11% of adults in suburban and rural areas do so. While Instagram may appear to be one of the most widely used sites for photo sharing, only 7% of daily photo uploads, among the top four photo-sharing platforms, come from Instagram. Instagram has been proven to attract the younger generation with 90% of the 150 million users under the age of 35. From June 2012 to June 2013, Instagram approximately doubled their number of users. As regards income, 15% of US Internet users who make less than $30,000 per year use Instagram, while 14% of those making $30,000 to $50,000, and 12% of users who make more than $50,000 per year do so.<ref>{{cite web|url=http://www.businessinsider.com/instagram-demographics-2013-12|title=Instagram Demographics|work=Business Insider|publisher=Smith, Cooper|date=March 13, 2014|accessdate=June 10, 2014}}</ref> With respect to the education demographic, respondents with some college education proved to be the most active on Instagram with 23%. Following behind, college graduates consist of 18% and users with a high school diploma or less make up 15%. Among these Instagram users, 24% say they use the app several times a day.<ref>{{cite web|url=http://www.marketingcharts.com/wp/online/the-demographics-of-instagram-and-snapchat-users-37745/|title=The Demographics of Instagram and Snapchat Users |work=Marketing Charts|publisher=Marketing Charts|date=October 29, 2013|accessdate=June 10, 2014}}</ref>

=== User engagement ===
Ongoing research continues to explore how media content on the platform affects user engagement. Past research has found that media which show peoples’ faces receive more ‘likes’ and comments and that using filters that increase warmth, exposure, and contrast also boosts engagement.<ref>{{Cite journal|last=Bakhshi|first=Saeideh|last2=Shamma|first2=David A.|last3=Gilbert|first3=Eric|date=2014|title=Faces Engage Us: Photos with Faces Attract More Likes and Comments on Instagram|url=http://doi.acm.org/10.1145/2556288.2557403|journal=Proceedings of the SIGCHI Conference on Human Factors in Computing Systems|series=CHI '14|location=New York, NY, USA|publisher=ACM|pages=965–974|doi=10.1145/2556288.2557403|isbn=9781450324731}}</ref> Users are more likely to engage with images that depict fewer individuals compared to groups and also are more likely to engage with content that has not been watermarked, as they view this content as less original and reliable compared to user-generated content.<ref>{{Cite journal|last=Thomson|first=T. J.|last2=Greenwood|first2=Keith|date=October 2, 2017|title=I "Like" That: Exploring the Characteristics That Promote Social Media Engagement With News Photographs|url=https://www.tandfonline.com/doi/full/10.1080/15551393.2017.1388701|journal=Visual Communication Quarterly|volume=24|issue=4|pages=203–218|doi=10.1080/15551393.2017.1388701|issn=1555-1393}}</ref>

=== Trends ===
Users on Instagram have created "trends" through [[Hashtag|hashtag]]s, which are specific keywords combined with a hash symbol that lets them share content with other Instagram users. The trends deemed the most popular on the platform often highlight a specific day of the week to post the material on. Examples of popular trends include #SelfieSunday, in which users post a photo of their faces on Sundays; #MotivationMonday, in which users post motivational photos on Mondays; #TransformationTuesday, in which users post photos highlighting differences from the past to the present; #WomanCrushWednesday, in which users post photos of women they have a romantic interest in or view favorably, as well as its #ManCrushMonday counterpart centered on men; and #ThrowbackThursday, in which users post a photo from their past, highlighting a particular moment.<ref>{{cite web |title=#ThrowbackThursday is only the start: Instagram hashtags for every day of the week |url=https://www.digitaltrends.com/social-media/instagram-through-the-week-with-these-popular-hashtag-games/ |website=[[Company:Digital Trends|Digital Trends]] |date=May 4, 2017 |accessdate=May 31, 2017}}</ref><ref>{{cite web |title=Instagram's Most Popular Hashtags Explained |url=https://www.wix.com/blog/2015/03/instagrams-most-popular-hashtags-explained/ |website=[[Company:Wix.com|Wix.com]] |date=March 4, 2015 |accessdate=May 31, 2017}}</ref>

In December 2017, ''[[The Verge]]'' reported that Instagram would let users press "Follow" on a hashtag, thereby seeing relevant highlights of the topic in their feeds.<ref>{{cite web |first=Ben |last=Popper |title=Instagram gets more #interesting |url=https://www.theverge.com/2017/12/12/16763502/instagram-hashtag-follow-new-feature-announced |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=December 12, 2017 |accessdate=December 15, 2017}}</ref><ref>{{cite web |first=Josh |last=Constine |title=Instagram becomes an interest network with hashtag following |url=https://techcrunch.com/2017/12/12/follow-instagram-hashtags/ |website=TechCrunch |publisher=Oath Inc. |date=December 12, 2017 |accessdate=December 15, 2017}}</ref>

==Criticism==
=== Content ownership ===
On December 17, 2012, Instagram announced a change to its Terms of Service policy, adding the following sentence:<ref name="verge-policy">{{cite web |first=Nilay |last=Patel |title=No, Instagram can't sell your photos: what the new terms of service really mean |url=https://www.theverge.com/2012/12/18/3780158/instagrams-new-terms-of-service-what-they-really-mean |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=December 18, 2012 |accessdate=April 24, 2017}}</ref>

{{cquote|To help us deliver interesting paid or sponsored content or promotions, you agree that a business or other entity may pay us to display your username, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you.}}

There was no option for users to opt out of the changed Terms of Service without deleting their accounts before the new policy went into effect on January 16, 2013.<ref>{{cite web |title=Instagram seeks right to sell access to photos to advertisers |url=https://www.bbc.com/news/technology-20767537 |website=BBC |date=December 18, 2012 |accessdate=April 24, 2017}}</ref> The move garnered severe criticism from users,<ref name="cnet criticism"/><ref name="forbes criticism"/><ref>{{cite web |first=Brian Anthony |last=Hernandez |title=15 Celebrities Outraged by Instagram's Privacy Policy |url=http://mashable.com/2012/12/18/celebrity-outrage-instagram-terms-of-service/ |website=Mashable |date=December 18, 2012 |accessdate=May 31, 2017}}</ref> prompting Instagram CEO Kevin Systrom to write a blog post one day later, announcing that they would "remove" the offending language from the policy. Citing misinterpretations about its intention to "communicate that we'd like to experiment with innovative advertising that feels appropriate on Instagram", Systrom also stated that it was "our mistake that this language is confusing" and that "it is not our intention to sell your photos". Furthermore, he wrote that they would work on "updated language in the terms to make sure this is clear".<ref>{{cite web |first=Kevin |last=Systrom |title=Thank you, and we're listening |url=http://blog.instagram.com/post/38252135408/thank-you-and-were-listening |website=Instagram Blog |publisher=Instagram |date=December 18, 2012 |accessdate=April 24, 2017}}</ref><ref name="cnet criticism">{{cite web |first1=Declan |last1=McCullaugh |first2=Donna |last2=Tam |title=Instagram apologizes to users: We won't sell your photos |url=https://www.cnet.com/news/instagram-apologizes-to-users-we-wont-sell-your-photos/ |website=CNET |publisher=CBS Interactive |date=December 18, 2012 |accessdate=April 24, 2017}}</ref>

The policy change and its backlash caused competing photo services to use the opportunity to "try to lure users away" by advertising their privacy-friendly services,<ref>{{cite web |first=Declan |last=McCullaugh |title=Instagram rivals try to lure users away after photo rights flap |url=https://www.cnet.com/news/instagram-rivals-try-to-lure-users-away-after-photo-rights-flap/ |website=CNET |publisher=CBS Interactive |date=December 18, 2012 |accessdate=April 24, 2017}}</ref> and some services experienced substantial gains in momentum and user growth following the news.<ref>{{cite web |first1=Nicole |last1=Perlroth |first2=Jenna |last2=Wortham |title=Instagram's Loss Is a Gain for Its Rivals |url=https://bits.blogs.nytimes.com/2012/12/20/instagrams-loss-is-other-apps-gain/ |website={{wipe|The New York Times}} |date=December 20, 2012 |accessdate=April 24, 2017}}</ref> On December 20, Instagram announced that the advertising section of the policy would be reverted to its original October 2010 version.<ref name="forbes criticism">{{cite web |first=Tomio |last=Geron |title=After Backlash, Instagram Changes Back To Original Terms of Service |url=https://www.forbes.com/sites/tomiogeron/2012/12/20/after-backlash-instagram-changes-back-to-original-terms-of-service/ |website={{wipe|Forbes}} |date=December 20, 2012 |accessdate=April 24, 2017}}</ref><ref>{{cite web |first=John |last=McDermott |title=Amid Criticism, Instagram Reverts to Old Terms of Service |url=http://adage.com/article/digital/amid-criticism-instagram-reverts-terms-service/238895/ |website=Advertising Age |publisher=Crain Communications |date=December 21, 2012 |accessdate=April 24, 2017}}</ref> ''[[The Verge]]'' wrote about that policy as well, however, noting that the original policy gives the company right to "place such advertising and promotions on the Instagram Services or on, about, or in conjunction with your Content", meaning that "Instagram has always had the right to use your photos in ads, almost any way it wants. We could have had the exact same freakout last week, or a year ago, or the day Instagram launched".<ref name="verge-policy"/>

The policy update also introduced an arbitration clause, which remained even after the language pertaining to advertising and user content had been modified.<ref>{{cite web |first=Dan |last=Levine |title=Instagram furor triggers first class action lawsuit |url=https://www.reuters.com/article/us-instagram-lawsuit-idUSBRE8BN0JI20121224 |website={{wipe|Reuters}} |publisher=[[Company:Thomson Reuters|Thomson Reuters]] |date=December 24, 2012 |accessdate=April 24, 2017}}</ref>

=== Illicit drugs ===
Instagram has been the subject of criticism due to users publishing images of drugs they are selling on the platform. In 2013, the BBC discovered that users, mostly located in the United States, were posting images of drugs they were selling, attaching specific hashtags, and then completing transactions via instant messaging applications such as [[Software:WhatsApp|WhatsApp]]. Corresponding hashtags have been blocked as part of the company's response and a spokesperson engaged with the BBC explained:<ref>{{cite web |title=Instagram blocks some drugs advert tags after BBC probe |url=https://www.bbc.com/news/technology-24842750 |website=BBC News |publisher=BBC |date=November 7, 2013 |accessdate=May 31, 2017}}</ref><ref>{{cite web |first=David |last=Batty |title=Instagram acts after BBC finds site users are advertising illegal drugs |url=https://www.theguardian.com/technology/2013/nov/07/instagram-illegal-drugs-bbc-investigation |website={{wipe|The Guardian}} |publisher=Guardian Media Group |date=November 7, 2013 |accessdate=May 31, 2017}}</ref>

<blockquote>
Instagram has a clear set of rules about what is and isn't allowed on the site. We encourage people who come across illegal or inappropriate content to report it to us using the built-in reporting tools next to every photo, video or comment, so we can take action. People can't buy things on Instagram, we are simply a place where people share photos and videos.
</blockquote>

However, new incidents of illegal drug trade have occurred in the aftermath of the 2013 revelation, with Facebook, Instagram's parent company, asking users who come across such content to report the material, at which time a "dedicated team" reviews the information.<ref>{{cite web |first=Fletcher |last=Babb |title=How Instagram's drug deals go undetected |url=https://venturebeat.com/2014/09/11/how-instagrams-drug-deals-go-undetected/ |website=VentureBeat |date=September 19, 2014 |accessdate=May 31, 2017}}</ref>

=== Allegations of censorship ===
In October 2013, Instagram deleted the account of Canadian photographer Petra Collins after she posted a photo of herself in which a very small area of pubic hair was visible above the top of her bikini bottom. Collins claimed that the account deletion was unfounded because it did not break any of Instagram's terms and conditions.<ref>{{cite web |first=Petra |last=Collins |title=Why Instagram Censored My Body |url=http://www.huffingtonpost.com/petra-collins/why-instagram-censored-my-body_b_4118416.html |website=HuffPost |publisher=AOL |date=January 23, 2014 |accessdate=May 31, 2017}}</ref> Audra Schroeder of ''[[Company:The Daily Dot|The Daily Dot]]'' further wrote that "Instagram's terms of use state users can't post "pornographic or sexually suggestive photos," but who actually gets to decide that? You can indeed find more sexually suggestive photos on the site than Collins', where women show the side of "femininity" the world is "used to" seeing and accepting."<ref>{{cite web |first=Audra |last=Schroeder |title=Was this tame photo too racy for Instagram? |url=https://www.dailydot.com/irl/instagram-petra-collins-deleted-censorship/ |website=[[Company:The Daily Dot|The Daily Dot]] |date=October 17, 2013 |accessdate=May 31, 2017}}</ref> Nick Drewe of ''The Daily Beast'' wrote a report the same month focusing on hashtags that users are unable to search for, including #sex, #bubblebutt, and #ballsack, despite allowing #faketits, #gunsforsale and #sexytimes, calling the discrepancy "nonsensical and inconsistent".<ref>{{cite web |first=Nick |last=Drewe |title=Instagram's Sex Censorship is Inconsistent and Hilarious |url=http://www.thedailybeast.com/articles/2013/10/30/instagram-s-sex-censorship-is-inconsistent-and-hilarious |website=The Daily Beast |publisher=IAC |date=October 30, 2013 |accessdate=May 31, 2017}}</ref>

Similar incidents occurred in January 2015, when Instagram deleted Australian fashion agency Sticks and Stones Agency's account because of a photograph including pubic hair sticking out of bikini bottoms,<ref>{{cite web |first=Natasha |last=Hinde |title=Did Instagram Ban This Account Because of a Photo Showing Women's Pubic Hair? |url=http://www.huffingtonpost.co.uk/2015/01/21/instagram-ban-the-bush_n_6508694.html |website=HuffPost |publisher=AOL |date=January 23, 2015 |accessdate=May 31, 2017}}</ref> and March 2015, when artist and poet Rupi Kaur's photos of menstrual blood on clothing were removed, prompting a rallying post on her Facebook and [[Company:Tumblr|Tumblr]] accounts with the text "We will not be censored", gaining over 11,000 shares.<ref>{{cite web |first=Grace |last=Banks |title=Pics Or It Didn't Happen: reclaiming Instagram's censored art |url=https://www.theguardian.com/books/2017/apr/10/pics-or-it-didnt-happen-reclaiming-instagrams-censored-art |website={{wipe|The Guardian}} |publisher=Guardian Media Group |date=April 10, 2017 |accessdate=May 31, 2017}}</ref>

The incidents have led to a #FreetheNipple campaign, aimed at challenging Instagram's removal of photos displaying women's nipples. Although Instagram has not made many comments on the campaign,<ref>{{cite web |first=Gillian |last=Fuller |title=Free the Nipple: You Need to See This Badass Instagram Account |url=http://www.allure.com/story/free-the-nipple-instagram-account |website=Allure |publisher=Condé Nast |date=December 7, 2016 |accessdate=May 31, 2017}}</ref> an October 2015 explanation from CEO Kevin Systrom highlighted [[Company:Apple Inc.|Apple]]'s content guidelines for apps published through its [[Software:App Store (iOS)|App Store]], including Instagram, in which apps must designate the appropriate age ranking for users, with the app's current rating being 12+ years of age. However, this statement has also been called into question due to other apps with more explicit content allowed on the store, the lack of consequences for men exposing their bodies on Instagram, and for inconsistent treatment of what constitutes inappropriate exposure of the female body.<ref>{{cite web |first=Rebecca |last=Deczynski |title=Instagram Explains Why It Won't #FreetheNipple |url=https://www.nylon.com/articles/instagram-free-the-nipple-guidelines |website=Nylon |publisher=Diversis Capital |date=October 5, 2015 |accessdate=May 31, 2017}}</ref><ref>{{cite web |first=Doug |last=Bolton |title=Free the Nipple: What types of nipples are allowed on Instagram? |url=https://www.independent.co.uk/life-style/gadgets-and-tech/free-the-nipple-what-types-of-nipples-are-allowed-on-instagram-a6683271.html |website=The Independent |date=October 6, 2015 |accessdate=May 31, 2017}}</ref>

===Hidden pornography===
In March 2016, ''Daily Star'' reported that a blogger had discovered "one million" explicit pornography films on Instagram. Users uploading such content, which violates Instagram's community guidelines, avoid detection by using Arabic hashtags.<ref>{{cite web |first=Oliver |last=Barnett |title=Shock as 'one million' explicit porn films found on Instagram |url=http://www.dailystar.co.uk/tech/news/500293/Shock-thousands-explicit-porn-films-hidden-Instagram |website=Daily Star |publisher=Northern & Shell |date=March 10, 2016 |accessdate=July 14, 2017}}</ref>

===Timeline algorithm===
In April 2016, Instagram began rolling out a change to the order of photos visible in a user's timeline, shifting from a strictly chronological order to one determined by an algorithm.<ref>{{cite web |first=James |last=Titcomb |title=Instagram is changing its feed to show photos out of order |url=https://www.telegraph.co.uk/technology/2016/03/16/instagram-is-changing-its-feed-to-show-photos-out-of-order/ |website=The Telegraph |publisher=Telegraph Media Group |date=March 16, 2016 |accessdate=July 14, 2017}}</ref> Instagram said the algorithm was designed so that users would see more of the photos by users that they liked,<ref name="Instagram about timeline" /> but there was significant negative feedback, with many users asking their followers to turn on post notifications in order to make sure they see updates.<ref>{{cite web |first=James |last=Titcomb |title=Instagram changes: Don't panic, you don't have to turn on notifications |url=https://www.telegraph.co.uk/technology/2016/03/29/instagram-changes-dont-panic-dont-have-to-turn-on-notifications/ |website=The Telegraph |publisher=Telegraph Media Group |date=March 29, 2016 |accessdate=July 14, 2017}}</ref><ref>{{cite web |first=Alejandro |last=Alba |title=Instagram users are upset, anxious about the new algorithmic timeline update |url=http://www.nydailynews.com/news/national/instagram-users-upset-anxious-new-timeline-article-1.2580081 |website=New York Daily News |date=March 28, 2016 |accessdate=July 14, 2017}}</ref><ref>{{cite web |first=Isabel |last=Thottam |title=Here's What Instagram Influencers Think of the New Algorithmic Timeline |url=https://www.pastemagazine.com/articles/2016/03/4-influencers-react-to-instagrams-algorithmic-time.html |website=Paste |publisher=Paste Media Group |date=March 30, 2016 |accessdate=July 14, 2017}}</ref> The company wrote a [[Company:Twitter|tweet]] to users upset at the prospect of the change, but did not back down,<ref>{{cite web |first=Hilary |last=Brueck |title=Instagram Asks Everyone to Calm Down After Algorithm Uproar |url=http://fortune.com/2016/03/29/instagram-algorithmic-filtering-concerns/ |website=Fortune |publisher=Time Inc. |date=March 29, 2016 |accessdate=July 14, 2017}}</ref> nor provide a way to change it back.<ref>{{cite web |first=Mihir |last=Patkar |title=How (and Why) to Disable Algorithmic Feeds on Twitter, Instagram, and Facebook |url=http://www.makeuseof.com/tag/how-and-why-to-disable-algorithmic-feeds-on-twitter-instagram-and-facebook/ |website=MakeUseOf |date=April 11, 2016 |accessdate=July 14, 2017}}</ref>

===Negative comments===
In response to abusive and negative comments on users' photos, Instagram has made efforts to give users more control over their posts and accompanying comments field. In July 2016, it announced that users would be able to turn off comments for their posts, as well as control the language used in comments by inputting words they consider offensive, which will ban applicable comments from showing up.<ref>{{cite web |first=Hayley |last=Tsukayama |title=Instagram will soon let you filter comments on your own account |url=https://www.washingtonpost.com/news/the-switch/wp/2016/07/29/instagram-will-soon-let-you-filter-comments-on-your-own-account/ |website={{wipe|The Washington Post}} |date=July 29, 2016 |accessdate=June 29, 2017}}</ref><ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram is building the anti-harassment tools Twitter won't |url=https://www.theverge.com/2016/7/29/12327312/instagram-anti-harassment-commenting-tools |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=July 29, 2016 |accessdate=June 29, 2017}}</ref> After the July 2016 announcement, the ability to ban specific words began rolling out early August to celebrities,<ref>{{cite web |first=Rich |last=McCormick |title=Instagram's anti-abuse comment filter is rolling out now |url=https://www.theverge.com/2016/8/2/12365786/instagram-anti-abuse-comment-filter-celebrity-chrissy-teigen |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=August 2, 2016 |accessdate=June 29, 2017}}</ref> followed by regular users in September.<ref>{{cite web |first=Ashley |last=Carman |title=Instagram is now letting everyone filter abusive words out of their comments |url=https://www.theverge.com/2016/9/12/12887514/instagram-comments-abusive-words-filter-section |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=September 12, 2016 |accessdate=June 29, 2017}}</ref> In December, the company began rolling out the abilities for users to turn off the comments and, for private accounts, remove followers.<ref>{{cite web |first=James |last=Vincent |title=Instagram will soon let you turn off comments and boot followers from private accounts |url=https://www.theverge.com/2016/12/6/13853172/instagram-turn-off-comments-remove-followers |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=December 6, 2016 |accessdate=June 29, 2017}}</ref><ref>{{cite web |first=Sarah Ashley |last=O'Brien |title=Instagram finally lets users disable comments |url=http://money.cnn.com/2016/12/06/technology/instagram-turn-off-comments/index.html |website=CNN |date=December 6, 2016 |accessdate=June 29, 2017}}</ref>

In September 2017, the company announced that public users would be able to limit who can comment on their content, such as only their followers or people they follow. At the same time, it updated its automated comment filter to support additional languages.<ref>{{cite web |first=Darrell |last=Etherington |title=Instagram now lets you choose who can comment on your posts |url=https://techcrunch.com/2017/09/26/instagram-now-lets-you-choose-who-can-comment-on-your-posts/ |website=TechCrunch |publisher=Oath Inc. |date=September 26, 2017 |accessdate=December 13, 2017}}</ref><ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram now lets you limit who can comment on your pics |url=https://www.theverge.com/2017/9/26/16366060/instagram-comment-controls-launch |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=September 26, 2017 |accessdate=December 13, 2017}}</ref>

In June 2017, Instagram announced that it had introduced a new comment moderation system, that will automatically attempt to filter offensive, harassing, and "spammy" comments by default. The system is built using a Facebook-developed [[Deep learning|deep learning]] algorithm known as DeepText (first implemented on the social network to detect spam comments), which utilizes natural-language processing techniques, and can also filter by user-specified keywords.<ref>{{cite web |first=Nicholas |last=Thompson |title=Instagram unleashes an AI system to blast away nasty comments |url=https://www.wired.com/story/instagram-launches-ai-system-to-blast-nasty-comments/ |website=Wired |publisher=Condé Nast |date=June 29, 2017 |accessdate=June 29, 2017}}</ref><ref>{{cite web |first=Darrell |last=Etherington |title=Instagram implements an AI system to fight mean and harassing comments |url=https://techcrunch.com/2017/06/29/instagram-implements-an-ai-system-to-fight-mean-and-harassing-comments/ |website=TechCrunch |publisher=AOL |date=June 29, 2017 |accessdate=June 29, 2017}}</ref><ref>{{Cite news|url=https://www.nytimes.com/2018/05/01/technology/instagram-bully-filter.html|title=Instagram Unveils a Bully Filter|date=May 1, 2018|work=The New York Times|access-date=May 16, 2018|language=en-US|issn=0362-4331}}</ref>

===Mental health===
In May 2017, a survey conducted by United Kingdom's Royal Society for Public Health, featuring 1,479 people aged 14–24, asking them to rate social media platforms depending on anxiety, depression, loneliness, bullying and body image, concluded that Instagram was "worst for young mental health". In response, Instagram stated that "Keeping Instagram a safe and supportive place for young people was a top priority".<ref>{{cite web |title=Instagram 'worst for young mental health' |url=https://www.bbc.com/news/health-39955295 |website=BBC News |publisher=BBC |date=May 18, 2017 |accessdate=May 19, 2017}}</ref><ref>{{cite web |title=Instagram rated worst media for mental health |url=https://uk.news.yahoo.com/instagram-rated-worst-media-mental-health-032700830.html |website=[[Software:Yahoo! News|Yahoo! News]] |publisher=[[Company:Yahoo!|Yahoo!]] |date=May 19, 2017 |accessdate=May 19, 2017}}</ref>

In 2017, researchers from [[Organization:Harvard University|Harvard University]] and [[Organization:University of Vermont|University of Vermont]] demonstrated a machine-learning tool that successfully outperformed general practitioners' diagnostic success rate for depression. The tool used color analysis, metadata components, and face-detection of users' feeds.<ref>{{cite journal|url=https://epjdatascience.springeropen.com/articles/10.1140/epjds/s13688-017-0110-z|title=Instagram photos reveal predictive markers of depression|first1=Andrew G.|last1=Reece|first2=Christopher M.|last2=Danforth|publisher=|journal=EPJ Data Science|volume=6|issue=1|pages=15|via=epjdatascience.springeropen.com|doi=10.1140/epjds/s13688-017-0110-z}}</ref>

==="Shadowban"===
In mid-2017, reports surfaced that Instagram had begun efforts to reduce the prominence of accounts using many irrelevant hashtags to increase their respective reach on the social network and users who pay money to a service in order to receive a high amount of post engagement. Known as "shadowbanning", the effort hides applicable accounts from appearing in search results and in the app's Explore section. In a now-deleted [[Company:Facebook|Facebook]] post, Instagram wrote that "When developing content, we recommend focusing on your business objective or goal rather than hashtags".<ref>{{cite web |first=Carissa |last=Lintao |title=Instagram is cracking down on fake influencers |url=https://thenextweb.com/insider/2017/07/04/instagram-is-cracking-down-on-fake-influencers/ |website=The Next Web |date=July 4, 2017 |accessdate=July 7, 2017}}</ref><ref>{{cite web |first=Taylor |last=Lorentz |title=Instagram’s "shadowban," explained: How to tell if Instagram is secretly blacklisting your posts |url=https://mic.com/articles/178987/instagrams-shadowban-explained-how-to-tell-if-instagram-is-secretly-blacklisting-your-posts |website=Mic |date=June 7, 2017 |accessdate=July 7, 2017}}</ref>

===Algorithmic advertisement with rape threat===
In 2016, Olivia Solon, a reporter for ''{{wipe|The Guardian}}'', posted a screenshot to her Instagram profile of an email she had received containing threats of rape and murder towards her. The photo post had received three likes and countless comments, and in September 2017, the company's algorithms turned the photo into an advertisement visible to Solon's sister. An Instagram spokesperson apologized and told ''The Guardian'' that "We are sorry this happened – it’s not the experience we want someone to have. This notification post was surfaced as part of an effort to encourage engagement on Instagram. Posts are generally received by a small percentage of a person’s Facebook friends". As noted by the technology media, the incident occurred at the same time parent company Facebook was under scrutiny for its algorithms and advertising campaigns being used for offensive and negative purposes.<ref>{{cite web |first=Sam |last=Levin |title=Instagram uses 'I will rape you' post as Facebook ad in latest algorithm mishap |url=https://www.theguardian.com/technology/2017/sep/21/instagram-death-threat-facebook-olivia-solon |website={{wipe|The Guardian}} |publisher=Guardian Media Group |date=September 21, 2017 |accessdate=November 8, 2017}}</ref><ref>{{cite web |first=Shannon |last=Liao |title=Instagram accidentally advertises itself on Facebook with rape threat photo |url=https://www.theverge.com/2017/9/21/16346900/instagram-facebook-advertisement-rape-death-threat |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=September 21, 2017 |accessdate=November 8, 2017}}</ref>

===August 2017 hack===
In August 2017, reports surfaced that a [[Software bug|bug]] in Instagram's developer tools had allowed "one or more individuals" to gain access to the contact information, specifically email addresses and phone numbers, of several high-profile verified accounts, including its most followed user, Selena Gomez. The company said in a statement that it had "fixed the bug swiftly" and was running an investigation.<ref>{{cite web |first=Casey |last=Newton |title=Hackers exploited an Instagram bug to get celebrity phone numbers and email addresses |url=https://www.theverge.com/2017/8/30/16229198/instagram-hack-api-bug-selena-gomez-justin-bieber |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=August 30, 2017 |accessdate=December 13, 2017}}</ref><ref>{{cite web |first=Devin |last=Coldewey |title=Instagram bug leaked data on ‘high-profile’ users, company warns |url=https://techcrunch.com/2017/08/30/instagram-bug-leaked-data-on-high-profile-users-company-warns/ |website=TechCrunch |publisher=Oath Inc. |date=August 30, 2017 |accessdate=December 13, 2017}}</ref> However, the following month, more details emerged, with a group of hackers selling contact information online, with the affected number of accounts in the "millions" rather than the previously-assumed limitation on verified accounts. Hours after the hack, a searchable database was posted online, charging $10 per search.<ref name="Hack in millions">{{cite web |first=Casey |last=Newton |title=An Instagram hack hit millions of accounts, and victims’ phone numbers are now for sale |url=https://www.theverge.com/2017/9/1/16244304/instagram-hack-api-bug-doxagram-selena-gomez |website=[[The Verge]] |publisher=[[Company:Vox Media|Vox Media]] |date=September 1, 2017 |accessdate=December 13, 2017}}</ref> ''The Daily Beast'' was provided with a sample of the affected accounts, and could confirm that, while many of the email addresses could be found with a [[Company:Google|Google]] search in public sources, some did not return relevant Google search results and thus were from private sources.<ref>{{cite web |first=Joseph |last=Cox |title=Hackers Make Searchable Database to Dox Instagram Celebs |url=https://www.thedailybeast.com/hackers-make-searchable-database-to-dox-instagram-celebs |website=The Daily Beast |publisher=IAC |date=August 31, 2017 |accessdate=December 13, 2017}}</ref> ''[[The Verge]]'' wrote that cybersecurity firm RepKnight had found contact information for multiple actors, musicians, and athletes,<ref name="Hack in millions" /> and singer Selena Gomez's account was used by the hackers to post naked photos of her ex-boyfriend Justin Bieber. The company admitted that "we cannot determine which specific accounts may have been impacted", but believed that "it was a low percentage of Instagram accounts", though ''TechCrunch'' stated in its report that six million accounts were affected by the hack, and that "Instagram services more than 700 million accounts; six million is not a small number".<ref>{{cite web |first=Sarah |last=Buhr |title=Hackers claim to have personal info of millions of Instagram accounts, including celebs |url=https://techcrunch.com/2017/09/01/hackers-are-selling-millions-of-instagram-celeb-accounts-on-the-web/ |website=TechCrunch |publisher=Oath Inc. |date=September 1, 2017 |accessdate=December 13, 2017}}</ref>

==Censorship==
Censorship of Instagram has occurred in several different countries.
===China===
Instagram has been blocked by China following the 2014 Hong Kong protests because a lot of videos and photos are posted. Hong Kong and Macau were not affected as they are special administrative regions of China.<ref>{{cite web|url=https://www.bbc.com/news/technology-29409533|title=Instagram appears blocked in China|date=June 2018|archiveurl=https://web.archive.org/web/20141129223651/http://www.bbc.com/news/technology-29409533|archivedate=November 29, 2014|deadurl=no}}</ref>

===Turkey===
Turkey is also known for its strict internet censorship and periodically blocks social media including Instagram.<ref>{{Cite web|url=https://www.zdnet.com/article/turkey-blocks-whatsapp-facebook-and-twitter-across-the-country/|title=Turkey blocks WhatsApp, Facebook, and Twitter across the country|date=June 2018|website=Business Insider}}</ref>

===North Korea===
A few days after a fire incident that happened in the Koryo Hotel of North Korea in June 11, 2015, authorities has begun to block Instagram to prevent photos of the incident being spread out.<ref>{{cite web|url=https://www.pcworld.com/article/2939152/after-photo-leak-north-korea-said-to-block-instagram.html|title=After photo leak, North Korea said to block Instagram|date=June 2018|website=PCWorld}}</ref>

==Awards==
Instagram was the runner-up for "Best Mobile App" at the 2010 ''TechCrunch'' Crunchies in January 2011.<ref name="crunchies2010">{{cite web|title=Congratulations Crunchies Winners!|url=https://techcrunch.com/2011/01/21/congratulations-crunchies-winners-twitter-takes-best-startup-of-2010/|work=TechCrunch|publisher=AOL|accessdate=October 4, 2011|date= January 25, 2011}}</ref> In May 2011, ''Fast Company'' listed CEO Kevin Systrom at number 66 in "The 100 Most Creative People in Business in 2011".<ref name="fcmay2011">{{cite web|title=The 100 Most Creative People in Business in 2011|url=http://www.fastcompany.com/most-creative-people/2011/kevin-systrom-instagram|work=Fast Company|accessdate=October 4, 2011|date=May 2011|deadurl=yes|archiveurl=https://web.archive.org/web/20111101125115/http://www.fastcompany.com/most-creative-people/2011/kevin-systrom-instagram|archivedate=November 1, 2011}}</ref> In June 2011, ''Inc.'' included co-founders Systrom and Krieger in its 2011 "30 Under 30" list.<ref name="inc2011">{{cite web|last=Lagorio|first=Christine|title=Kevin Systrom and Mike Krieger, Founders of Instagram|url=http://www.inc.com/30under30/2011/profile-kevin-systrom-mike-krieger-founders-instagram.html|work=Inc.|accessdate=October 4, 2011|date=June 27, 2011}}</ref>

Instagram won "Best Locally Made App" in the ''SF Weekly'' Web Awards in September 2011.<ref name="sfweekly2011">{{cite web|last=Swearingen|first=Jake|title=SF Weekly Web Awards 2011: We Have Some Winners!|url=http://blogs.sfweekly.com/exhibitionist/2011/09/sf_weekly_web_awards_2011_we_h.php|work=SF Weekly|accessdate=October 4, 2011|date=September 2, 2011}}</ref> ''7x7Magazine'''s September 2011 issue featured Systrom and Krieger on the cover of their "The Hot 20 2011" issue.<ref name="7x72011">{{cite web|title=The Hot 20 2011|url=http://www.7x7.com/magazine/hot-20-2011|work=7x7|accessdate=October 4, 2011|date=September 23, 2011}}</ref> In December 2011, [[Company:Apple Inc.|Apple Inc.]] named Instagram the "App of the Year" for 2011.<ref name="app-of-the-year-2011">{{cite news|last=Tsukayama|first=Hayley|title=Apple names Instagram top app of the year|url=https://www.washingtonpost.com/business/technology/apple-names-instagram-top-app-of-the-year/2011/12/09/gIQAg1VuhO_story.html|work={{wipe|The Washington Post}}|accessdate=December 9, 2011|date=December 9, 2011}}</ref> In 2015, Instagram was named No. 1 by Mashable on its list of "The 100 best iPhone apps of all time," noting Instagram as "one of the most influential social networks in the world."<ref>Mashable.com [http://mashable.com/2015/12/08/100-best-iphone-apps/ "The 100 best iPhone apps of all time"] Published December 8, 2015. Retrieved December 10, 2015.</ref>

== In popular culture ==
* Instagram model: a term for models who gain their success as a result of the large number of followers they have on Instagram.
* [[Engineering:Instagram Pier|Instagram Pier]]: a cargo working area in [[Place:Hong Kong|Hong Kong]] that gained its nickname due to its popularity on Instagram.

==See also==
* [[Software:Hyperlapse (application)|Hyperlapse]]
* [[Engineering:Dronestagram|Dronestagram]]
* [[Software:GifBoom|GifBoom]]
* [[Social:Pheed|Pheed]]
* [[Social:Pixnet|Pixnet]]
* [[Social:Timeline of social media|Timeline of social media]]

==References==
{{reflist|30em}}

==External links==
{{Wikidata property|P2003}}
* [https://www.facebook.com/instagramhq Company headquarters page on Facebook's official website]
* [http://www.commonwealthclub.org/events/2013-05-30/nofilter-conversation-founders-instagram "#Nofilter" podcast] with the founders of Instagram (May 30, 2013)
* [https://play.podtrac.com/npr-510313/npr.mc.tritondigital.com/NPR_510313/media/anon.npr-podcasts/podcast/npr/hibt/2016/09/20160914_hibt_epi2-b90c591f-4df9-404b-bf3f-7927f52c7ac0.mp3?orgId=1&d=1795&p=510313&story=493923357&t=podcast&e=493923357&ft=pod&f=510313 How I Built This podcast - Instagram: Kevin Systrom and Mike Krieger]

{{Online social networking}}


[[Category:Android (operating system) software]]
[[Category:BlackBerry software]]
[[Category:IOS software]]
[[Category:Photo software]]
[[Category:Proprietary cross-platform software]]
[[Category:Social media]]
[[Category:Social networking services]]
[[Category:Video software]]
[[Category:Windows Phone software]]

{{Sourceattribution|Instagram}}