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When Did Instagram Launch? Your Guide to the Social Media Giant & Tips for Making It

Posted on 13th Jul, 2025.

TL;DR (The Short Version)

Instagram launched in 2010.
It started as a photo-sharing app and has become a short-form video space.
Influencers and content creators can now launch their careers using Instagram to build a personal brand.
Read on for more information on Instagram!

It's hard to imagine a world before Instagram, but it existed! What started as a simple photo-sharing app with vintage filters is now a cultural juggernaut that’s changed the way we share, shop, connect, and even think. Not only does it allow users to keep in touch with friends and family, but people can actually make a living from the app, by building your follower count and creating a personal brand.

Whether you’re double-tapping your mate’s graduation pics or launching a brand, Instagram is where it’s all happening. But where did it all begin, and how do you stand out now, in a sea of Reels, hashtags, and perfectly posed pics? When did it launch, who launched it, and when did influencers arrive on the scene? Let's get into it all.

The App That Changed Everything

Rewind to 6 October 2010. Instagram launches on the App Store, just for iPhones, and within 24 hours, it’s got 25,000 users. Not bad for day one.

The brains behind it? Two Stanford grads, Kevin Systrom and Mike Krieger. Within a year, Instagram hit 10 million users. The app exploded thanks to its easy photo editing, clean interface, and the fact that it made everyone feel like a photographer. All of a sudden, your morning coffee, your beach day, and even your pet’s nap could be a mini masterpiece, but the app was still primarily a tool to share pics with your loved ones.

It was much simpler than its biggest competition at the time - Facebook. While Facebook gave you the option to create a fleshed-out profile with tons of details, Instagram was all about the visuals.

Facebook Steps In

By 2012, Instagram was too big to ignore. Facebook swooped in and bought it for $1 billion. At the time, people thought Zuckerberg had lost the plot. Instagram didn’t make any money and had barely a dozen employees.

Fast forward a few years? It was one of the smartest tech buys in history. Under Facebook (now Meta), Instagram started rolling out massive changes, and fast. The app was able to monetise for Facebook, and it also allowed users to monetise their own platforms, creating a whole new breed of Instagram posters that we now know as content creators. At this point, Instagram is also released on Android.

Filters & Features

Instagram hasn’t stopped evolving. Here are some of the major moments in the app's history:

2013: You can now share videos. RIP, Vine.
2016: Enter Instagram Stories, 24-hour content that felt way less curated and a lot more fun. This is the space to share not-as-curated snippets into your day-to-day.
2016: Say goodbye to the chronological feed. Hello, algorithm (which initially launched to a ton of backlash).
2020: Reels hit the app. Instagram’s answer to TikTok, and a pretty effective competitor to the other video sharing giant.
2021–24: Instagram gets serious about shopping, creators, and video-first content. If you’re not posting Reels, you’re probably not getting seen. And your feed will be made up of as many influencer posts as it is posts from friends.

Instagram’s gone from a photo app to a full-blown platform for storytelling, entertainment, e-commerce and influence. And it’s not just about pictures anymore.

How to Make It on Instagram in 2025

The good news? There’s still space for you. But you’ve got to play smart. Here’s what it really takes to grow and thrive on Instagram right now.

1. Reels Are King.

If you’re ignoring Reels, you’re missing out on a lot of potential engagement. Instagram’s algorithm loves them, and they’re your best shot at going viral. You don’t need to dance (unless you want to), you just need to be quick, engaging, and authentic. Aim for 15-30 seconds, grab attention fast with a genius, and keep it snappy so as not to lose your audience.

2. Be Consistent

Yes, you should post regularly, but it’s more important to post with intention. Pick your vibe, your niche, your aesthetic, and stick to it. People should be able to recognise your content before they even see your username - building a brand is a key part of standing out on Insta.

3. Use Stories to Connect, Not Just Promote

Stories are where your audience sees the real you. Behind-the-scenes snaps, polls, Q&As, daily thoughts should appear on your Stories and be a chance to show off your personality. Take a break from the promotion here - growing a trusting relationship with your audience will ensure the grid promotion posts perform better, so no need to force it on Stories.

4. Know Your Audience (and When They’re Online)

Use Instagram Insights (available with a creator or business profile) to find out when your followers are most active. Post during those golden windows and test different times. Morning and evening tend to work well, but don’t assume. Always check your data and bear in mind the time zone of your followers.

Frequently Asked Questions

When did Instagram open to the public?

Instagram officially launched to the public on 6 October 2010, exclusively on Apple’s App Store for iPhone users. In 2012, the app became available for Android users, too.

When did Instagram get so popular?

Instagram’s popularity surged almost instantly, but it truly skyrocketed in 2012, when it launched on Android and was acquired by Facebook for $1 billion. Opening up to Android users in April 2012 added millions more to its user base practically overnight. The Facebook acquisition, announced just days later, gave Instagram global visibility and the backing of a tech giant. Nowadays, Instagram has 2 billion+ users worldwide.

Want more tips on surviving the new world of Instagram? We've got you covered, from killer captions to engagement-boosting tips and tricks in our blog.