The very first Instagram photo, shot by Systrom in Mexico and uploaded to a prototype version of the app code-named “Codename” in July 2010 And it wasn’t always clear to the world.” “That wasn’t always clear to us,” Systrom says. “A lot of times you’re on the way to the airport, or you’re at a campground, and doesn’t need to endure, because you’re not actually sharing a photo: You’re just communicating a status update of what you’re doing,” says product manager Stein, who has only been with Instagram since May 2016 but fell in love with the app as one of its original beta testers. Today, Systrom says, the company’s mission is “strengthening relationships through shared experiences.” The idea underpinning this goal is that Instagram should offer users a more overt and unvarnished way to connect through the universal language of images-to broadcast moments and not just just-so snapshots. What had once been a creative constraint had become a straitjacket. But as the app closed in on serving a half-billion users worldwide, its designers came to believe that its purposefully stripped-down experience, originally built with artful photos in mind, was too limiting and formal. To hear this from Systrom is a tad startling, given that Instagram became synonymous with photo sharing within months of its debut. Photo: Stephanie Gonot Beyond Photography Read more about how Chris Paul got to six million Instagram followers. “I’m always trying to give people insight that we’re more than just athletes,” Paul says. After Steph Curry knocked him off his feet, Paul posted a pic his pal Kevin Hart sent him, featuring Paul’s falling form Photoshopped onto a Twister mat-and the image garnered nearly 20,000 comments. Los Angeles Clippers point guard Chris Paul isn’t afraid to use Instagram to own his gaffes. Ironically, it would almost be riskier to not do it.” It allowed us to be more risk-seeking than we would have been in the past. “But what if? What kind of decisions would you make? That unlocked a torrent of creativity. The threats he sees are more existential.Įvery recent change the company has wrought, he says, sprang from the team asking itself: What would the company do if Instagram as we knew it suddenly stopped mattering? “Not that it’s going to,” Systrom quickly clarifies. Systrom, predictably, doesn’t position it that way. Observers might be tempted to assume that Snapchat’s emergence as a rival for teens’ and twentysomethings’ attention is what motivated Instagram to reimagine itself to such spectacularly successful effect. Already, it’s eyeing the building across the parking lot from its new headquarters for future expansion. Now it has more than 500, with 40-plus positions open in areas from engineering to marketing to public policy. Just three years ago, the company had roughly 50 employees, up from 13 at the time of the acquisition.
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