# Instagram

Standing (still-up). Founded 2010-10-06.
Site: [instagram.com](https://instagram.com)

Kevin Systrom and Mike Krieger, 2010. Filters were the hook. The graph is the business.

## Why it lasted
- It owns a format (the square, then the story, then the reel) and a kind of identity.
- Facebook bought it early and let it stay Instagram long enough to become infrastructure.
- For a lot of businesses it is the storefront, the ads, and the DMs.

## Near deaths
- TikTok should have killed it. Reels is the scar. The app is still installed.
- The 2012 purchase was supposed to ruin it. It became the most important property in the holding company.

## What would finish it
- TikTok (or whatever is next) taking the remaining young attention, plus checkout moving off the app. Wobble, not tombstone.

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