Instagram is a social media platform owned by Meta Platforms where users can share photos and videos. Users can edit their media with filters, organize them using hashtags, and tag locations. They can share posts publicly or with followers. The platform allows users to explore content by tags and locations, view trending content, like photos, and follow other users. Instagram is available on various operating systems including iOS, Android, Windows 10, and the web. Users can also share their photos on other social media platforms like Facebook. It supports 32 languages.
March 5, 2010: Systrom Secures Seed Funding for Burbn
On March 5, 2010, Kevin Systrom, working on the initial concept of Instagram, then called Burbn, secured $500,000 in seed funding from Baseline Ventures and Andreessen Horowitz.
July 16, 2010: First Instagram Post
The first ever Instagram post was a photo of South Beach Harbor at Pier 38, posted by Mike Krieger on July 16, 2010, at 5:26 PM.
October 6, 2010: Instagram iOS App Officially Launches
On October 6, 2010, the Instagram iOS app was officially released to the public through the App Store.
October 2010: Instagram's Original Advertising Policy
In October 2010, Instagram's initial advertising policy, while allowing the company to use user photos in ads, did so without the controversial language that sparked backlash in later years.
October 2010: Instagram Launches
Instagram was launched in October 2010.
October 2010: Instagram Launches for iOS
Instagram, founded by Kevin Systrom and Mike Krieger, was initially launched for iOS in October 2010.
December 2010: Instagram Reaches 1 Million Users
In December 2010, Instagram reached one million registered users.
2010: Instagram Runner-Up for Best Mobile App
Instagram was the runner-up for "Best Mobile App" at the 2010 TechCrunch Crunchies.
January 2011: Introduction of Hashtags
In January 2011, Instagram introduced hashtags to enhance content discovery and connect users with shared interests.
January 2011: Instagram Nominated for Best Mobile App
Instagram was nominated for "Best Mobile App" at the TechCrunch Crunchies in January 2011.
February 2011: Instagram Raises $7 Million in Series A Funding
Instagram raised $7 million in Series A funding in February 2011, attracting investments from Benchmark Capital, Jack Dorsey, Chris Sacca, and Adam D'Angelo.
May 2011: Kevin Systrom Named One of the Most Creative People in Business
In May 2011, Fast Company listed CEO Kevin Systrom as number 66 in "The 100 Most Creative People in Business in 2011".
June 2011: Instagram Reaches 100 Million Uploads
In June 2011, Instagram passed 100 million photos uploaded to the service.
June 2011: Systrom and Krieger Named in Inc.'s 30 Under 30 List
In June 2011, Inc. included co-founders Systrom and Krieger in its 2011 "30 Under 30" list.
June 2011: Instagram Reaches 5 Million Users
In June 2011, Instagram announced it had 5 million users.
August 2011: Instagram Reaches 150 Million Uploads
In August 2011, Instagram reached 150 million uploads.
August 2011: Instagram Expands Team
Instagram grew its team in 2011: Josh Riedel joined as Community Manager in October, Shayne Sweeney as an engineer in November, and Jessica Zollman as a Community Evangelist in August.
September 2011: Instagram App Update
In September 2011, Instagram released a new version of their app with features like live filters, tilt-shift, and high-resolution photo support.
September 2011: Instagram Wins "Best Locally Made App"
Instagram won "Best Locally Made App" in the SF Weekly Web Awards in September 2011.
December 2011: Instagram Named "App of the Year"
In December 2011, Apple Inc. named Instagram the "App of the Year" for 2011.
February 2012: Introduction of the "Lux" Filter
Instagram introduced the "Lux" filter in February 2012, designed to enhance photos by lightening shadows, darkening highlights, and increasing contrast.
April 3, 2012: Instagram Releases Android App
On April 3, 2012, Instagram launched its highly anticipated Android app, which saw over a million downloads within the first day of release.
April 9, 2012: Facebook Acquires Instagram for $1 Billion
Facebook, Inc. acquired Instagram for $1 billion in cash and stock on April 9, 2012, intending to keep Instagram independently managed.
April 2012: Facebook Acquires Instagram
Facebook Inc. acquired Instagram for approximately US$1 billion in cash and stock in April 2012.
April 2012: Instagram Reaches 30 Million Users
In April 2012, Instagram reached 30 million users.
April 2012: Instagram Raises $50 Million in Series B Funding
In April 2012, Instagram secured $50 million in Series B funding, raising its valuation to $500 million. Notable investor Joshua Kushner doubled his money after the subsequent sale to Facebook.
June 2012: Launch of the "Explore" Tab
In June 2012, Instagram introduced the "Explore" tab, a section dedicated to showcasing popular photos, local content, and search results.
June 2012: Instagram User Base Doubles
From June 2012 to June 2013, Instagram approximately doubled their number of users.
July 2012: Instagram Reaches 80 Million Users
Instagram reached 80 million users in July 2012.
August 9, 2012: Ellie Goulding Releases Music Video Using Instagram Photos
On August 9, 2012, English musician Ellie Goulding unveiled a new music video for her song "Anything Could Happen." The video was unique in that it solely comprised fan-submitted Instagram photographs, with various filters employed to visually represent words or lyrics from the song. Over 1,200 distinct photographs were submitted for the project.
August 14, 2012: UK Approves Facebook's Acquisition of Instagram
Britain's Office of Fair Trading approved Facebook's acquisition of Instagram on August 14, 2012.
August 22, 2012: US Federal Trade Commission Closes Investigation into Instagram Acquisition
The US Federal Trade Commission closed its investigation into Facebook's acquisition of Instagram on August 22, 2012, clearing the way for the deal to proceed.
September 6, 2012: Facebook's Acquisition of Instagram Officially Closes
The deal between Instagram and Facebook officially closed on September 6, 2012, with a final purchase price of $300 million in cash and 23 million shares of stock.
November 2012: Feature-Limited Desktop Interface Released
In November 2012, Instagram launched a feature-limited desktop interface, allowing users to view feeds and profiles from a web browser.
November 2012: Website Profiles Launched
Instagram expanded its web presence with the launch of website profiles in November 2012, allowing users to view feeds from a web browser with limited functionality.
December 17, 2012: Instagram Announces Controversial Terms of Service Change
On December 17, 2012, Instagram announced a modification to its Terms of Service policy. The change introduced a sentence that raised concerns among users about the platform's ownership and potential use of their photos.
2012: Facebook Acquires Instagram
In 2012, Facebook acquired Instagram. This acquisition later came under scrutiny by the FTC for potential antitrust violations.
January 16, 2013: Instagram Reverts Controversial Terms of Service Change
On January 16, 2013, the controversial change to Instagram's Terms of Service was set to take effect. The change had removed users' ability to opt out of the new terms without deleting their accounts. This sparked strong criticism, leading Instagram CEO Kevin Systrom to address the issue in a blog post the next day, announcing the removal of the controversial language. Systrom acknowledged the confusion and stated that selling user photos was never their intention. He promised clearer language in future updates. The backlash against the policy change prompted competing photo services to highlight their privacy-conscious features in an attempt to attract users.
February 2013: Instagram Reaches 100 Million Users
In February 2013, Instagram reached 100 million users.
April 2013: Emily White Joins as Director of Business Operations
Emily White joined Instagram as Director of Business Operations in April 2013.
June 2013: Introduction of 15-Second Video Sharing
In June 2013, Instagram expanded its capabilities beyond photos by introducing 15-second video sharing.
June 2013: Instagram Reaches 130 Million Users
Instagram hit 130 million users in June 2013.
September 2013: White Hints at Future Advertising Plans
In September 2013, Emily White stated that Instagram should be ready to sell advertising by September 2014 to generate revenue.
September 2013: Instagram Reaches 150 Million Users
In September 2013, Instagram announced it had 150 million users.
October 2013: Announcement of Upcoming Ads in the US
In October 2013, Instagram announced that video and image ads would soon be introduced for users in the United States.
October 2013: Controversy over Instagram's Content Moderation Policies
In October 2013, Instagram faced criticism for its inconsistent content moderation policies, particularly regarding female nudity. The platform deleted photographer Petra Collins' account for a photo with a small amount of pubic hair visible, sparking debate about censorship and double standards. At the same time, other sexually suggestive content and hashtags remained accessible, highlighting the inconsistency in Instagram's moderation practices.
November 1, 2013: First Image Advertisements Appear
The first image advertisements were displayed on Instagram on November 1, 2013, marking the beginning of advertising on the platform.
November 21, 2013: Beta Version of Instagram for Windows Phone 8 Released
A beta version of Instagram for Windows Phone 8 was initially released on November 21, 2013.
December 2013: White Leaves Instagram for Snapchat
Emily White left her position as Director of Business Operations at Instagram in December 2013 to join Snapchat.
December 2013: Instagram Direct Launch
In December 2013, Instagram launched a new feature called Instagram Direct, allowing users to engage in private messaging with photos and videos.
2013: Drug Dealing on Instagram Exposed
In 2013, the BBC revealed that Instagram was being used for illegal drug sales. Dealers were found to be posting images of drugs with specific hashtags and conducting transactions through messaging apps like WhatsApp. Instagram responded by blocking associated hashtags and encouraging users to report such content for review by their team.
2013: Instagram Listed Among Time's Best Android Apps
Instagram was listed among Time's "50 Best Android Applications for 2013" list.
2013: Continued Efforts to Combat Drug Sales on Instagram
Following the 2013 revelation of drug dealing on Instagram, the platform continued to face challenges with this issue. Facebook, Instagram's parent company, urged users to report any instances of drug-related content for review and action by their dedicated team.
March 2014: Instagram Starts Using Facebook Places
In March 2014, Instagram began transitioning from Foursquare's API to Facebook Places for location tagging.
March 2014: Android App Receives Significant Update
Instagram released a major update to its Android app in March 2014, reducing its file size by half and improving performance.
June 2014: Instagram Releases Fire OS App
Instagram expanded its platform reach with the release of a Fire OS app in June 2014.
July 2014: Bolt Messaging App Released
Instagram launched Bolt, a standalone messaging app for quick image sharing, in July 2014.
August 2014: James Quarles Takes Over Business Development
James Quarles was appointed as Instagram's Global Head of Business and Brand Development in August 2014, focusing on advertising and sales.
September 2014: Target Date for Advertising Sales
September 2014 was the target date set by Emily White for Instagram to begin selling advertising.
October 30, 2014: Video Ads Introduced
Almost a year after image ads, Instagram introduced video ads on October 30, 2014, expanding advertising options.
December 2014: Addition of New Filters
In December 2014, Instagram expanded its range of filters with the addition of Slumber, Crema, Ludwig, Aden, and Perpetua.
December 2014: Introduction of Verification Feature
In December 2014, Instagram introduced the verification feature, represented by a blue verified badge, to confirm the authenticity of accounts belonging to public figures, celebrities, brands, or entities of significant public interest.
December 2014: Instagram Reaches 300 Million Users
In December 2014, Instagram reached 300 million users.
January 2015: Instagram Deletes Account for Photo with Pubic Hair
In January 2015, Instagram deleted the account of an Australian fashion agency due to a photo showing pubic hair, further fueling the debate about the platform's inconsistent content moderation policies and perceived censorship of female bodies.
March 2015: Carousel Ads Announced
Instagram announced the implementation of "carousel ads" in March 2015, allowing advertisers to showcase multiple images.
March 2015: Artist Rupi Kaur's Photos Removed for Menstrual Blood
In March 2015, artist and poet Rupi Kaur had her photos removed from Instagram for showing menstrual blood on clothing. This incident sparked outrage and prompted Kaur to launch a viral campaign against Instagram's censorship, further highlighting the platform's inconsistent content moderation and the #FreetheNipple movement.
May 2015: Microsoft Releases Hyperlapse for Android and Windows
While Instagram released Hyperlapse for iOS in August 2014, Microsoft launched a version for Android and Windows in May 2015.
June 11, 2015: Instagram Blocked in North Korea
On June 11, 2015, North Korean authorities blocked Instagram after a fire incident at the Koryo Hotel. They aimed to prevent the spread of photos and information about the event.
June 2015: "Explore" Tab Update
Instagram updated the "Explore" tab in June 2015, adding trending tags and places, curated content, and location-based search.
June 2015: Desktop Website Redesign
Instagram's desktop website received a design overhaul in June 2015, adopting a flatter, minimalistic look that mirrored the layout of the mobile website.
August 2015: Support for Portrait and Widescreen Photos
In August 2015, Instagram started to support portrait and widescreen photos, moving away from the solely square format.
August 2015: Support for Widescreen Videos
In August 2015, Instagram added support for widescreen video formats.
September 2015: Major Update to Instagram Direct
In September 2015, Instagram Direct received a major update, introducing conversation threading, location sharing, hashtag and profile sharing, and the ability to reply with text, emojis, or a heart icon. A camera feature was also added, allowing users to take and send photos within Direct without leaving the conversation.
September 2015: Instagram Reaches 400 Million Users
Instagram reached 400 million users in September 2015.
October 2015: Carousel Image Ads Launched
Instagram launched carousel image ads in October 2015.
October 2015: Instagram Surpasses 40 Billion Uploaded Photos
By October 2015, Instagram had reached a significant milestone with over 40 billion photos uploaded to the platform.
October 2015: Boomerang Video App Launched
Instagram released Boomerang in October 2015, a standalone app for creating looping one-second videos from photos.
October 2015: Instagram CEO Addresses Content Moderation Policies
In October 2015, Instagram CEO Kevin Systrom addressed the ongoing controversy over the platform's content moderation policies, particularly regarding female nudity. He cited Apple's content guidelines as a factor, stating that Instagram's 12+ age rating necessitates certain restrictions. However, this explanation was met with skepticism due to other apps with more explicit content being available on the App Store and the perceived inconsistency in how Instagram handles female nudity compared to male nudity.
November 2015: Announcement of API Changes
Instagram announced in November 2015 that it would end "feed" API access, impacting third-party clients.
2015: Study on Social Comparisons and Depression
In 2015, Lub & Trub found that following more strangers on Instagram increased social comparisons and depressive symptoms. Increased time on Instagram heightened social anxiety.
2015: Mashable Names Instagram No. 1 iPhone App of All Time
In 2015, Instagram was named No. 1 by Mashable on its list of "The 100 best iPhone apps of all time", noting it as "one of the most influential social networks in the world."
2015: Instagram Removes Square-Only Restriction, Adds Messaging and Stories
In 2015, Instagram lifted its restriction on square-only photos, increasing the maximum resolution to 1080 pixels. It also introduced messaging features, allowed multiple images or videos in a single post, and launched Stories, a feature inspired by Snapchat.
February 2016: 200,000 Advertisers on Instagram
In February 2016, Instagram announced it had reached 200,000 advertisers on its platform.
March 2016: Extension of Video Length Limit
Instagram increased the video length limit from 15 seconds to one minute in March 2016.
March 2016: Video Carousel Ads Launched
In March 2016, Instagram expanded the carousel ad format by introducing video carousel ads.
April 2016: Windows 10 Mobile App Released
After years of anticipation, Instagram launched a dedicated Windows 10 Mobile app in April 2016.
April 2016: Addition of "Videos You Might Like" Channel
In April 2016, Instagram expanded the "Explore" tab with a dedicated channel for video recommendations.
April 2016: Algorithmic Timeline Introduced
Instagram began shifting from a chronological timeline to an algorithmic one in April 2016, prioritizing content based on user preferences, leading to user backlash.
May 11, 2016: Instagram Revamps Design
Instagram implemented a major design change on May 11, 2016, featuring a black-and-white flat design theme for its user interface and a modernized, abstract icon.
May 2016: New Tools for Business Accounts Launched
Instagram introduced new tools for business accounts in May 2016, including business profiles, analytics (Instagram Insights), and the ability to promote posts.
June 1, 2016: End of "Feed" API Access
On June 1, 2016, Instagram ended access to its "feed" API, aiming to maintain control over the platform and encourage authentic experiences.
June 2016: Instagram Reaches 500 Million Users
In June 2016, Instagram reached 500 million users.
July 2016: Instagram Gives Users More Control over Comments
In July 2016, Instagram announced new features to empower users with more control over the comments on their posts. This included the ability to disable comments altogether and to filter comments based on specific words deemed offensive by the user.
August 2016: Launch of Instagram Stories
In August 2016, Instagram launched a new feature called Instagram Stories, enabling users to share photos and videos with effects and layers that expire after 24 hours. This feature drew comparisons to Snapchat.
September 2016: Removal of Photo Map Feature
Instagram removed the photo map feature in September 2016 due to low usage.
September 2016: Advertiser Count Reaches 500,000
By September 2016, the number of advertisers on Instagram had increased to 500,000.
October 2016: Instagram Stories Reaches 100 Million Active Users
Two months after launch, Instagram Stories reached 100 million active users in October 2016.
October 2016: App for Windows 10 PCs and Tablets Released
Following the release of the Windows 10 Mobile app, Instagram released an app for Windows 10 personal computers and tablets in October 2016.
October 2016: Windows 10 App Released
Instagram launched an app for Windows 10 in October 2016, providing a native experience for users on Microsoft's platform.
November 2016: Integration of Instagram Live Videos
Following the launch of Instagram Live, the "Explore" tab was updated in November 2016 to feature an algorithmically curated selection of live videos.
November 2016: Disappearing Messages in Instagram Direct
In November 2016, Instagram added a new feature to Direct, allowing users to send disappearing messages that vanish after being viewed by the recipient. Senders receive a notification if the recipient takes a screenshot.
December 6, 2016: Comment Liking Introduced
On December 6, 2016, Instagram introduced the ability to like comments, enhancing user interactions within the platform.
December 2016: Instagram Reaches 600 Million Users
Instagram reached 600 million users in December 2016.
December 2016: Introduction of Post Saving Feature
In December 2016, Instagram users gained the ability to save posts to a private area within the app.
2016: Study on Instagram Use and Alcohol Consumption
In 2016, Boyle et al. found a positive relationship between Instagram usage and alcohol consumption, with binge drinkers reporting greater Instagram use than non-binge drinkers.
2016: Studies Show Negative Impacts of Instagram on Body Image
In 2016, studies started to emerge showing a possible negative effect of Instagram usage on body satisfaction and disordered eating for both boys and girls.
2016: Journalist Receives Threats on Instagram
In 2016, a journalist received threats of rape and murder on her Instagram post, highlighting the issue of online harassment on the platform. This incident later led to controversy when Instagram's algorithm promoted the threatening post as an advertisement.
January 2017: Instagram Stories Reaches 150 Million Active Users
In January 2017, Instagram Stories reached 150 million active users.
January 2017: Introduction of Skippable Ads in Stories
In January 2017, Instagram introduced skippable ads within Stories, featuring five-second photo and 15-second video ads between user stories.
February 2017: Introduction of Albums Feature for Longer Videos
Instagram launched the Albums feature in February 2017, enabling users to share up to 10 minutes of video content within a single post.
February 2017: Carousel Feature for Multiple Pictures and Videos
Starting in February 2017, Instagram users could include up to ten pictures or videos in a single post using a swipeable carousel format.
March 2017: One Million Advertisers Milestone
Instagram reached the milestone of one million advertisers in March 2017.
April 2017: Augmented Reality Stickers in Stories
In April 2017, Instagram incorporated augmented reality stickers into Stories, a feature similar to Snapchat's functionality.
April 2017: Post Saving Feature Update
Instagram updated its post saving feature in April 2017 to allow users to create named collections.
April 2017: Redesign of Instagram Direct
In April 2017, Instagram redesigned Direct, merging all private messages, both permanent and ephemeral, into unified message threads.
April 2017: Instagram Reaches 700 Million Users
In April 2017, Instagram reached 700 million users.
April 2017: Offline Mode Introduced for Android
In April 2017, Instagram introduced an offline mode for its Android app, allowing users to view and interact with some content without an internet connection.
April 2017: Instagram Direct Reaches 375 Million Monthly Users
In April 2017, Instagram Direct had 375 million monthly users.
May 4, 2017: Photo Uploads Enabled on Mobile Website
Instagram's mobile website received an update on May 4, 2017, allowing users to upload photos directly from their mobile browsers.
May 2017: Expansion of Augmented Reality Stickers with Face Filters
In May 2017, Instagram expanded the augmented reality sticker feature to include face filters, allowing users to apply specific visual effects to their faces in Stories.
May 2017: Promotion of Public Stories Content in "Explore"
In May 2017, Instagram revamped the "Explore" tab to promote public Stories content from nearby locations.
May 2017: Instagram Labeled "Worst for Young Mental Health"
In May 2017, Instagram was labeled the "worst for young mental health" by a survey from the UK's Royal Society for Public Health. The survey of 1,479 people aged 14-24 asked them to rate social media platforms depending on factors like anxiety, depression, loneliness, bullying, and body image. Some suggested the app contributed to digital dependence, while others saw its positive impacts, like self-expression and community building.
June 2017: Instagram Stories Reaches 250 Million Active Users
In June 2017, Instagram Stories reached 250 million active users, surpassing Snapchat's user growth.
June 2017: Instagram Introduces Automated Offensive Comment Filter
In June 2017, Instagram rolled out a system to automatically filter offensive, harassing, and spam comments. This system utilized DeepText, a deep learning algorithm developed by Facebook that uses natural-language processing to identify problematic content. Users could also specify keywords for filtering.
June 2017: Live Broadcast Integration with Stories
In June 2017, Instagram updated its live video feature, enabling users to add their live broadcasts to their Stories for 24-hour availability or discard them immediately.
August 2017: Instagram Bug Exposes Contact Information of Millions
In August 2017, reports emerged of a bug in Instagram's developer tools that allowed unauthorized access to the contact information, including email addresses and phone numbers, of numerous high-profile verified accounts. This included Selena Gomez, Instagram's most followed user at the time. While Instagram claimed to have quickly rectified the bug, further details emerged the following month, revealing that hackers were selling the stolen contact information online. It was later revealed that millions of accounts were impacted.
August 2017: Stories Accessibility on Web Platforms
In late August 2017, Instagram made Stories accessible for viewing on both its mobile and desktop websites.
September 2017: Instagram Reaches 800 Million Users
Instagram reached 800 million users in September 2017.
September 2017: Instagram Expands Comment Control and Language Support
September 2017 saw Instagram further enhance comment control by allowing public users to restrict who could comment on their content. Options included limiting comments to followers or people they followed. The automated comment filter also received an update to support additional languages.
September 2017: Instagram Algorithm Promotes Threatening Post as an Ad
In September 2017, Instagram's algorithm promoted a user's post containing threats as an advertisement, sparking controversy and raising concerns about the platform's content moderation practices. This incident coincided with wider criticism of Facebook's algorithms and advertising practices.
December 5, 2017: Introduction of Story Highlights
On December 5, 2017, Instagram launched "Story Highlights," also known as "Permanent Stories." These highlights, similar to regular Stories but without expiration, are displayed as circles below the profile picture and bio and can also be accessed from the desktop website.
December 2017: Hashtag Following Feature
In December 2017, Instagram introduced the ability for users to follow hashtags, integrating relevant highlights into their feeds.
2017: Shadowbanning Implemented
Starting in 2017, Instagram implemented shadowbanning, reducing the visibility of accounts suspected of generating fake engagement and spam, but the practice faced criticism for inconsistency and censorship concerns.
2017: Study on Instagram's Impact on Depression
In 2017, Frison & Eggermont found that Instagram browsing predicted depressive symptoms, while liking and posting had no effect. Viewing celebrity and peer pictures negatively impacted women's moods.
2017: More Studies Confirm Negative Impacts on Body Image
More studies in 2017 found a positive link between the intensity of Instagram use and negative body surveillance and dietary behaviors or disordered eating.
2017: AI Tool Detects Depression from Instagram Data
In 2017, researchers from Harvard and the University of Vermont developed a machine learning tool that successfully outperformed general practitioners in diagnosing depression using color analysis, metadata, and face detection from users' Instagram feeds.
April 2018: Instagram Introduces Data Download Feature for GDPR Compliance
In April 2018, Instagram introduced the ability for users to download an archive of their data. This feature was implemented to comply with the General Data Protection Regulation (GDPR), which mandates data portability rights for users.
April 2018: Launch of "Focus Mode"
Instagram launched its own version of portrait mode called "focus mode" in April 2018, blurring the background and emphasizing the subject.
June 2018: Instagram Reaches 1 Billion Users
By June 2018, Instagram had reached an impressive milestone of 1 billion registered users.
June 2018: Milestone: 400 Million Daily Active Story Users
In June 2018, Instagram Stories reached a significant milestone, boasting 400 million daily active users and 1 billion monthly active users.
June 2018: Launch of IGTV
Instagram launched IGTV, a dedicated vertical video application, in June 2018, offering longer video uploads and auto-play functionality.
June 20, 2018: IGTV Launches as Standalone Video Application
On June 20, 2018, Instagram launched IGTV, a standalone application specifically designed for long-form videos.
August 2018: User-Initiated Verification Requests
In August 2018, Instagram shifted its verification approach, enabling users to request verification for their accounts directly through the app. This changed the previous system where verification was primarily initiated by Instagram itself.
September 24, 2018: Instagram Founders Step Down
Instagram's co-founders, Kevin Systrom and Mike Krieger, announced their departure from the company on September 24, 2018.
October 1, 2018: Adam Mosseri Becomes Head of Instagram
Adam Mosseri was appointed as the new head of Instagram on October 1, 2018, following the departure of the company's founders.
November 2018: Product Links for Business Accounts
In November 2018, Instagram added the feature for business accounts to include product links, enabling users to purchase directly or save products to a shopping list.
December 2018: Controversial Update Causes Outrage
In December 2018, Instagram attempted to change the feed from vertical to horizontal scrolling, similar to Instagram Stories. Users reacted negatively, prompting Instagram to release statements calling it a bug or accidental test release.
2018: Study on Instagram Membership and Life Satisfaction
In 2018, Brailovskaia & Margraf found a positive relationship between Instagram membership and extraversion, life satisfaction, and social support, with marginal negative association with self-conscientiousness.
2018: Further API Restrictions
Following the Cambridge Analytica scandal, Instagram imposed additional restrictions on its API in 2018.
January 2019: Instagram Stories Reaches 500 Million Daily Users
By January 2019, Instagram Stories, a feature that allows users to post content to a sequential feed that disappears after 24 hours, was being used by 500 million people daily.
February 26, 2019: FTC Investigation into Facebook's Acquisition of Instagram
On February 26, 2019, news broke about the FTC's investigation into Facebook's acquisition of Instagram in 2012. The investigation was centered around concerns that Facebook had acquired Instagram to stifle competition, potentially violating US antitrust law.
April 2019: "Checkout on Instagram" Launched
Instagram introduced "Checkout on Instagram" in April 2019, allowing merchants to sell products directly within the app.
April 30, 2019: Instagram Discontinues Windows 10 Mobile App
On April 30, 2019, Instagram discontinued its dedicated app for Windows 10 Mobile devices. While the mobile website remained accessible as a progressive web application (PWA), it offered limited functionality. The Instagram app continued to be available and was later updated to a PWA for Windows 10 computers and tablets in 2020.
May 2019: Instagram Pilots Hiding Like Counts in Canada
Instagram initiated a pilot program in Canada in May 2019 to test the removal of publicly visible "like" counts on posts from other users. During this trial, only the original poster could see the total number of likes their content received. The aim was to alleviate users' anxiety about the number of likes they get and encourage more meaningful connections.
July 2019: Instagram Introduces Features to Combat Harassment
In July 2019, Instagram announced new features specifically designed to curb harassment and negative comments within the platform. These measures were part of the platform's ongoing efforts to promote a safer and more respectful online community.
July 2019: Instagram Enhances Comment Moderation Features
In July 2019, Instagram introduced a new system to proactively identify and flag potentially offensive comments, prompting users to reconsider their words before posting. A "restrict" feature was also added, providing users with a less severe alternative to blocking, as feedback indicated younger users found blocking to be too extreme.
August 2019: Instagram Trials Removal of "Following" Tab
Instagram started experimenting with removing the "Following" tab from its app in August 2019. This tab allowed users to track the likes and comments of the accounts they followed. The feature was deemed underutilized and sometimes caused surprise among users who weren't aware their activity was being displayed in this manner.
October 2019: Limited Public Profile Scrolling Introduced
In October 2019, Instagram implemented a restriction on how many posts could be seen in scrolling mode for users who were not logged into the platform. Previously, public profiles were fully accessible even without logging in. Following this update, a pop-up message would appear after a certain number of posts, requiring users to log in to continue viewing content.
November 2019: Pilot Testing of "Reels"
Instagram started pilot testing a new video feature called "Reels" in November 2019, allowing users to create short videos with music and editing tools, similar to TikTok.
November 2019: Global Expansion of Hidden Like Counts
In November 2019, Instagram expanded its pilot program of hiding like counts to a global audience. This meant users worldwide could no longer see the number of likes other people's posts received, though they could still view their own like counts. This move aimed to create a less pressurized environment for users and promote authentic interactions.
December 16, 2019: Fact-Checking Expansion to Instagram
On December 16, 2019, Facebook announced the expansion of its fact-checking program to include Instagram, utilizing third-party organizations to identify and label false information.
2019: Study on Instagram Use and Loneliness
In 2019, Mackson et al. found that Instagram users were less lonely than non-users, with membership predicting lower self-reported loneliness.
2019: Study on Instagram Followers and Anxiety
In 2019, Sherlock & Wagstaff found that the number of Instagram followers and followees slightly increased anxiety over personal traits. Mackson et al. suggested beneficial effects on anxiety symptoms.
2019: Instagram Periodically Blocked in Iran During Anti-Government Protests
During anti-government protests in Iran in 2019 and 2020, the Iranian government periodically blocked access to Instagram. This was likely due to concerns about the platform being used to organize and spread information about the protests.
2019: Apple Removes Instagram Stalking App
In 2019, Apple took action against an app that enabled users to stalk others on Instagram by scraping accounts and collecting user data. The app was removed from the App Store.
2019: Ban on Vape, Tobacco, and Weapons Promotions
In 2019, Facebook announced a ban on influencer promotions of vape, tobacco products, and weapons on both Facebook and Instagram. This move aimed to curb the promotion of harmful products on their platforms.
2019: Instagram Tests Hiding Like Counts
In 2019, Instagram started experimenting with concealing the number of likes on users' posts. This feature was eventually rolled out to all users.
2019: Research Links Excessive Instagram Use to Stress
Research in 2019 by Sanz-Blas et al. showed that users who feel they spend too much time on Instagram report higher levels of "addiction" to the platform, which in turn was related to higher self-reported levels of stress.
January 2020: Instagram Removes Posts Supporting Qassem Soleimani
In January 2020, Instagram and Facebook, Inc. took down posts expressing support for the slain Iranian commander Qassem Soleimani. This action was taken to comply with US sanctions.
March 2020: Co-Watching Feature Launched
In March 2020, Instagram introduced a feature called "Co-Watching," which allowed users to share posts with each other during video calls. This launch was expedited to accommodate the increased demand for virtual interaction during the COVID-19 pandemic, as people sought ways to connect with friends and family amid social distancing measures.
March 2020: Moderation Changes to Combat COVID-19 Misinformation
In March 2020, Instagram announced significant moderation changes to address COVID-19 misinformation, including removing accounts from recommendations, removing related content from Explore, and downranking content rated false by fact-checkers.
April 2020: Web Access for Instagram Direct
In April 2020, Instagram Direct became accessible from the Instagram website using WebSocket technology, enabling users to send direct messages from their computers.
June 2020: Black Lives Matter Movement on Instagram
In June 2020, in response to the Black Lives Matter movement, Instagram became widely used as a social justice platform, although this was also met with criticism for its performative nature and focus on aesthetics.
August 2020: Introduction of Reels and Suggested Posts
In August 2020, Instagram made a significant shift towards video content with the introduction of "Reels," a feature designed to compete with the rising popularity of TikTok. This update reflected the growing trend of short-form video consumption. Additionally, Instagram implemented "Suggested Posts," which displayed content from accounts users didn't follow but aligned with their interests, after they scrolled through posts from the past 48 hours.
August 2020: Merging Instagram Direct with Facebook Messenger
In August 2020, Facebook initiated the merging of Instagram Direct into Facebook Messenger for a segment of the user base, replacing the Instagram Direct icon with the Facebook Messenger icon.
October 30, 2020: Instagram Temporarily Removes "Recent" Tab on Hashtag Pages
On October 30, 2020, Instagram temporarily removed the "recent" tab on hashtag pages in an effort to prevent the spread of misinformation related to the 2020 United States presidential election.
November 2020: Introduction of Shop and Reels Tabs
In November 2020, Instagram replaced the activity feed tab with a 'Shop' tab and introduced a 'Reels' tab. Users criticized the changes, and The New York Times deemed Reels a poor TikTok clone.
2020: "Sharenting" on Instagram
In 2020, research highlighted the trend of "sharenting" on Instagram, where parents post content about their children, including images with personal information like name, age, and location, raising concerns about children's privacy.
2020: Research on Self-Harm Content on Instagram
In 2020, research by Picardo et al. examined the relationship between self-harm posts on Instagram and actual self-harm behaviours offline, finding that such content had negative emotional effects on some users, and also preliminary, but not causational, evidence of online posts affecting offline behavior.
2020: Study on Instagram Breaks and Life Satisfaction
In 2020, Fioravanti et al. showed that women who took a seven-day break from Instagram reported higher life satisfaction compared to those who continued using it.
2020: Internal Research Reveals Instagram's Harmful Impact
In 2020, internal Facebook research revealed Instagram's negative effects on teenagers, especially girls. Executives, including Zuckerberg, were aware but did not disclose the findings.
2020: Temporary Disablement of "Recent" Hashtag Search
During the 2020 US elections, Instagram temporarily disabled the recent hashtag search to curb misinformation.
2020: Instagram Reaffirms Algorithmic Timeline
Despite user feedback, Instagram reaffirmed its commitment to the algorithmic timeline in 2020.
2020: Study Links Frequent Instagram Use With Smartphone Addiction
In 2020, Gezgin & Mihci found that frequent Instagram usage correlated with smartphone addiction.
2020: Launch of Suggested Posts Feature
In 2020, Instagram launched 'suggested posts,' showing posts from accounts users might like. The feature sparked controversy, with critics arguing it increased screen time and harmed mental health.
2020: Instagram Updates Windows 10 App to PWA
In 2020, Instagram updated its app for Windows 10 computers and tablets to a progressive web application (PWA).
2020: Study on Influencers and Anxiety
In 2020, Moujaes & Verrier observed that engagement with mothering influencers, known as InstaMums, increased anxiety.
January 7, 2021: Donald Trump Banned from Instagram
On January 7, 2021, Instagram banned then-United States President Donald Trump "indefinitely" from the platform. This decision was made due to concerns about the risks of allowing him to continue using the service during that period.
February 2021: Testing Begins for Vertical Stories and Sharing Restrictions
In February 2021, Instagram initiated testing for two new features. The first was "Vertical Stories," a format speculated to be inspired by the vertical video style popularized by TikTok. The second involved testing the removal of the functionality that allowed users to share feed posts to their Stories.
March 1, 2021: Launch of Instagram Live "Rooms"
On March 1, 2021, Instagram launched "Rooms", a feature allowing up to four people to participate in a live stream simultaneously.
March 2021: Zuckerberg Defends Instagram's Impact on Youth
In March 2021, Mark Zuckerberg defended Instagram's plan for a kids' version despite internal research showing negative impacts on youth mental health.
March 2021: Four-Person Live Streams and Child Safety Policies Implemented
In March 2021, Instagram rolled out a feature allowing up to four participants in a single live stream, expanding the platform's live video capabilities. In a parallel effort to enhance child safety on the platform, Instagram also implemented new policies preventing adults from sending direct messages to teenagers who don't follow them. This measure aimed to protect younger users from unwanted contact.
March 2021: Enhanced Child Safety Measures in Instagram Direct
In March 2021, Instagram implemented a new feature to prevent adults from messaging users under 18 who do not follow them, as part of a series of child safety policy updates.
May 2021: Pronoun Option Added to Profiles
In May 2021, Instagram started allowing users in certain regions to specify their pronouns on their profile pages. This addition aimed to promote inclusivity and provide users with a way to express their gender identity on the platform.
May 2021: New Accessibility Feature for Closed Captions
In May 2021, Instagram introduced an accessibility feature for videos on Reels and Stories allowing creators to include closed captions on their content.
May 2021: Instagram Used for Migrant Worker Exploitation
In May 2021, a report revealed that Instagram was being used by unlicensed employment agents to exploit migrant workers. The agents would lure workers into indentured servitude and use Instagram to advertise them, sometimes even posting their personal information, including passport numbers. Instagram responded by deleting 200 accounts associated with this activity and stated they are working to prevent such exploitation on their platform.
June 2021: Native Affiliate Marketing Tool Launched
In June 2021, Instagram introduced a native affiliate marketing tool enabling creators to earn commissions on sales.
June 17, 2021: Launch of Full-Screen Advertisements in Reels
On June 17, 2021, Instagram introduced full-screen advertisements within Reels, allowing for up to 30-second sponsored content.
June 23, 2021: Test Change to Suggested Posts
On June 23, 2021, Instagram announced a test change to 'suggested posts,' placing them ahead of posts from people the user follows in the feed, citing positive feedback.
July 2021: Instagram Censors Videos with "Death to Khamenei" Phrase
In July 2021, Instagram temporarily censored videos containing the phrase "death to Khamenei." This action sparked debate about the platform's censorship policies and its impact on freedom of expression.
September 27, 2021: Pause on Instagram Kids Development
On September 27, 2021, Facebook paused the development of Instagram Kids following the WSJ report that highlighted Instagram's harmful effects on teenagers' mental health.
October 4, 2021: Major Meta Outage Affects Instagram
On October 4, 2021, Meta platforms, including Instagram, Facebook, and WhatsApp, experienced a major outage, considered the most severe since 2008. The outage disrupted services for a significant duration. Security experts suggested that the issue may have been related to the Domain Name System (DNS), which plays a crucial role in directing internet traffic.
October 2021: CNN Reports on Instagram's Toxic Effects on Diets
In October 2021, CNN published an article and interviews highlighting the negative impact of Instagram on the diets of two young women, Ashlee Thomas and Anastasia Vlasova. The article suggested that Instagram's content contributed to unhealthy eating habits and body image issues.
December 2021: Chronological Feed Development Announced
In December 2021, Instagram announced the development of a chronological feed option, responding to user demand for a return to the original timeline format.
December 2021: Threads App Discontinued
Instagram shut down a separate messaging app called Threads in December 2021. The app, similar in concept to Snapchat, allowed private communication through messaging and video chats. Despite integrating with Instagram's "Close friends" feature and incorporating its photo editing tools, Threads saw low adoption compared to other social media platforms and had most of its functionality integrated into the main Instagram app. Its low user base, estimated at around 220,000 globally, indicated a lack of success in gaining traction among Instagram's vast user base.
2021: Study on False Self-Presentation and Depression
In 2021, Mun & Kim found that users with a strong need for approval were more likely to falsely present themselves on Instagram, increasing depression risk, though perceived popularity mitigated this.
2021: Study Shows Negative Impact of Instagram Addiction on Academic Performance
In 2021, Foroughi et al. found that the desire for recognition and entertainment were predictors of students' addiction to Instagram, negatively impacting academic performance.
2021: Instagram Blocked in Cuba During Protests
During the 2021 Cuban protests, the Cuban government blocked access to various social media platforms, including Instagram. This was part of their effort to control the flow of information and curb the protests.
2021: Like Counts Return to Instagram
After experimenting with hiding like counts, Instagram announced in 2021 that like counts would be publicly viewable again by default. However, users were given the option to turn off like counts for their entire feed or for individual posts.
2021: Study on Social Exclusion and Instagram
A 2021 study by Büttner & Rudertb showed that not being tagged in Instagram photos triggered feelings of social exclusion, especially among those with a high need to belong.
2021: Launch of Paid Verification on Instagram
In 2021, Meta (formerly Facebook) launched a paid verification option on Instagram, allowing eligible users to request verification by paying a fee, providing an alternative to meeting the traditional verification criteria.
March 2022: IGTV Shut Down Due to Low Usage
Instagram shut down its dedicated long-form video application, IGTV, in March 2022. The company attributed the closure to low user engagement and a strategic shift towards emphasizing short-form video content.
March 2022: Shutdown of IGTV
The IGTV application was shut down in March 2022.
March 17, 2022: Plans for NFT Integration Confirmed
Mark Zuckerberg confirmed on March 17, 2022, that Instagram was planning to integrate non-fungible tokens (NFTs) into its platform. This announcement signaled Instagram's intention to embrace the growing trend of digital collectibles and blockchain technology.
April 2022: Testing Begins for Removal of "Recent" Hashtag Posts
In April 2022, Instagram began testing the removal of the ability to view "recent" posts associated with specific hashtags. A year later, this change was implemented permanently across the platform, restricting hashtag searches to a curated selection of content from "top" users. This modification aimed to curb the spread of misinformation while also reflecting Instagram's stance that hashtags did not significantly contribute to post visibility.
April 2022: Study Finds Instagram Fails to Address Abusive DMs
A study conducted in April 2022 by the Center for Countering Digital Hate revealed that Instagram failed to take action on 90% of reported abusive direct messages (DMs) sent to five high-profile women. Participants in the study included actress Amber Heard, journalist Bryony Gordon, television presenter Rachel Riley, activist Jamie Klingler, and magazine founder Sharan Dhaliwal. Instagram disputed many of the study's conclusions.
July 2022: Instagram Introduces TikTok-like Updates
In July 2022, Instagram announced a series of updates designed to make the platform more similar to TikTok, including algorithm-driven feeds, full-screen content, and the transition to Reels for all videos. These updates sparked widespread criticism and backlash from the Instagram community, who felt the platform was losing its identity.
July 23, 2022: User Backlash Against Instagram's TikTok-like Updates
On July 23, 2022, Instagram faced significant backlash from its user base after implementing updates that made the platform more similar to TikTok. The changes included a feed heavily influenced by algorithms, full-screen content, and the conversion of all videos to Reels. This backlash, spearheaded by photographer Tati Bruening and amplified by celebrities like Kylie Jenner and Kim Kardashian, forced Instagram to partially roll back the changes.
September 2022: Instagram Fined for Privacy Violations
In September 2022, Instagram faced a significant fine of $402 million from Ireland's Data Protection Commission. The penalty was imposed due to violations of the European Union's privacy laws, specifically concerning the company's handling of minors' personal data. This highlighted concerns regarding data protection practices and the safeguarding of young users' information.
December 2022: Notes Feature Introduced
After a trial period in mid-2022, Instagram officially introduced "Notes" in December 2022. This feature enables users to create short-form text posts of up to 60 characters that can be shared with selected individuals. These "Notes" can be replied to using Instagram's messaging function, offering a new avenue for concise and targeted communication on the platform.
2022: Testing Removal of "Recent" Hashtag Search
In 2022, Instagram tested removing the recent hashtag search function for some users.
2022: Instagram Used for Propaganda
In 2022, Instagram was used for propaganda purposes by various countries, particularly during the Russian invasion of Ukraine. The platform was utilized to promote specific domestic and foreign policy objectives.
2022: Reels Engagement Lags Behind TikTok
Despite efforts to promote Reels, user engagement remained significantly lower compared to TikTok throughout 2022.
2022: Instagram is the Second Most Downloaded App
During the Year 2022, Instagram achieved the distinction of being the second most downloaded mobile app globally.
2022: Instagram is the Second Most Downloaded App
In 2022, Instagram became the second most downloaded mobile application globally, demonstrating its widespread popularity.
January 7, 2023: Lionel Messi's World Cup Celebration Photo Becomes Most Liked Post
On January 7, 2023, a carousel of photos posted by Lionel Messi celebrating his victory at the 2022 FIFA World Cup became the most liked post on Instagram, garnering over 74 million likes.
February 2023: GIFs in Comments and Paid Verification Introduced
February 2023 saw two notable developments on Instagram. First, the platform implemented a feature that allowed users to search for and include GIFs in their comments, adding a more visually expressive element to interactions. Second, Mark Zuckerberg announced that Meta would start offering paid blue "verified" badges on Instagram and Facebook. This move aimed to provide an additional revenue stream for the company and offer users a way to verify their accounts.
April 2023: Removal of "Recent" Hashtag Search
Instagram removed the option to search recent hashtags in April 2023, restricting users to curated "popular" posts.
June 2023: Instagram Surpasses 50 Billion Uploads
By June 2023, there were over 50 billion photos uploaded to Instagram.
July 5, 2023: Threads Social Network Launches
On July 5, 2023, Meta unveiled Threads, a new social networking platform linked to Instagram. Threads allows users to craft public, short-form blog-style posts incorporating text, photos, and videos. It also facilitates conversations among users and enables reblogging of other users' posts. The platform was designed as a direct competitor to Twitter, offering an alternative space for microblogging and social interaction.
August 2023: New Privacy Adjustments to Instagram Direct
In August 2023, Instagram rolled out new adjustments to enhance user privacy and combat harassment and spam in Direct. Users can now only receive one initial message from accounts they don't follow and must approve the message request for further communication. This setting can be adjusted to allow unlimited messages from unfollowed accounts.
October 2023: US States Sue Instagram over Youth Mental Health Crisis
October 2023 saw 42 US states file a lawsuit against Instagram and its parent company, Meta. They accused the platforms of contributing to a mental health crisis among young people due to their addictive nature. The lawsuit claimed that Meta and Instagram misled the public about the dangers of their platforms, knowingly encouraging addictive social media use among children and teenagers. Meta expressed disappointment with the lawsuit and stated a preference for collaborative efforts with industry peers to establish better safety standards for teen-used applications.
2023: Criticism of Instagram in India Over Handling of Homophobic and Transphobic Content
In 2023, Instagram faced criticism in India for its perceived inaction in addressing homophobic and transphobic content on its platform. The platform was accused of allowing such content in Indian languages to remain while removing similar content in English. This criticism highlighted concerns about content moderation inconsistencies and the potential harm caused by online hate speech.
March 3, 2024: Cristiano Ronaldo Becomes Most Followed Person on Instagram
As of March 3, 2024, Cristiano Ronaldo became the most followed person on Instagram, surpassing 623 million followers.
April 2024: Instagram Announces Tools to Combat Sextortion
In April 2024, Instagram made an announcement about its efforts to combat sextortion, a form of blackmail involving intimate images shared online. The platform stated its plans to test new tools within weeks to address this issue. These tools were intended to assist users in protecting themselves against such threats and seek help if targeted.