History of Instagram in Timeline
Instagram is a photo and video-sharing social networking service owned by Meta Platforms. Users upload media, edit with filters, add hashtags and geotags, and share publicly or with approved followers. Content can be browsed by tags and locations, and users can like photos and follow others. The platform is available on iOS, Android, Windows 10, and the web. Images can be edited using built-in tools and shared on other platforms such as Facebook. It supports 32 languages.
March 5, 2010: Seed Funding Round Closed for Burbn
On March 5, 2010, Kevin Systrom closed a $500,000 seed funding round with Baseline Ventures and Andreessen Horowitz while working on Burbn.
July 16, 2010: First Instagram Post
On July 16, 2010, the first Instagram post was made by Mike Krieger, featuring a photo of South Beach Harbor at Pier 38.
October 6, 2010: Official Release of Instagram iOS App
On October 6, 2010, the Instagram iOS app was officially released through the App Store.
October 2010: Instagram Launch for iOS
In October 2010, Instagram was launched for iOS by Kevin Systrom and Mike Krieger, quickly gaining popularity.
October 2010: Original Terms of Service policy
In October 2010, the original Terms of Service policy gave Instagram the right to "place such advertising and promotions on the Instagram Services or on, about, or in conjunction with your Content".
December 2010: Instagram Reaches One Million Users
In December 2010, Instagram had one million registered users since launching in October 2010.
2010: Instagram Runner-Up for "Best Mobile App"
In January 2011, 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 help users discover photos and each other, encouraging specific and relevant tagging.
January 2011: Instagram Runner-Up for "Best Mobile App"
In January 2011, Instagram was the runner-up for "Best Mobile App" at the 2010 TechCrunch Crunchies.
February 2011: $7 Million Series A Funding
In February 2011, Instagram raised $7 million in Series A funding from investors like Benchmark Capital and Jack Dorsey.
May 2011: Kevin Systrom Listed as One of "The 100 Most Creative People in Business"
In May 2011, Fast Company listed CEO Kevin Systrom at number 66 in "The 100 Most Creative People in Business in 2011".
June 2011: Systrom and Krieger Included in "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 Five Million Users
In June 2011, Instagram announced that it had reached 5 million users.
June 2011: Instagram Passes 100 Million Photos Uploaded
In June 2011, Instagram passed 100 million photos uploaded to the service.
August 2011: Instagram Passes 150 Million Photos Uploaded
In August 2011, Instagram passed 150 million photos uploaded to the service.
August 2011: Jessica Zollman Joins as Community Evangelist
In August 2011, Jessica Zollman joined Instagram as a Community Evangelist.
September 2011: Instagram Wins "Best Locally Made App"
In September 2011, Instagram won "Best Locally Made App" in the SF Weekly Web Awards.
September 2011: App Update with New Features
In September 2011, a new version of the Instagram app introduced features such as new and live filters, instant tilt-shift, high-resolution photographs, optional borders, one-click rotation, and an updated icon.
December 2011: Apple Names Instagram "App of the Year"
In December 2011, Apple Inc. named Instagram the "App of the Year" for 2011.
February 2012: Added "Lux" Filter
In February 2012, Instagram added a "Lux" filter, which lightens shadows, darkens highlights, and increases contrast.
April 3, 2012: Android App Release
On April 3, 2012, Instagram released its app for Android phones, which was downloaded more than one million times in less than one day.
April 9, 2012: Facebook Acquires Instagram
On April 9, 2012, Facebook, Inc. bought Instagram for $1 billion in cash and stock, with plans to keep the company independently managed.
April 2012: Facebook Acquisition and Android Version Release
In April 2012, Facebook acquired Instagram for approximately US$1 billion, and the Android version of Instagram was released.
April 2012: Instagram Reaches 30 Million Users
In April 2012, Instagram announced that it had reached 30 million users.
April 2012: $50 Million from Venture Capitalists
In April 2012, Instagram raised $50 million from venture capitalists, valuing the company at $500 million.
June 2012: Doubling of Users
From June 2012 to June 2013, Instagram approximately doubled their number of users.
June 2012: Introduction of the "Explore" Tab
In June 2012, Instagram introduced the "Explore" tab, which displays popular photos, photos taken at nearby locations, and search functionality.
July 2012: Instagram Reaches 80 Million Users
In July 2012, Instagram announced that it had reached 80 million users.
August 9, 2012: Ellie Goulding releases music video using Instagram photos
On August 9, 2012, Ellie Goulding released a music video for "Anything Could Happen" comprised entirely of fan-submitted Instagram photographs that used filters to represent words from the song.
August 14, 2012: Approval from Britain's Office of Fair Trading
On August 14, 2012, Britain's Office of Fair Trading approved Facebook's acquisition of Instagram.
August 22, 2012: FTC Closes Investigation
On August 22, 2012, the Federal Trade Commission in the U.S. closed its investigation, allowing the deal between Facebook and Instagram to proceed.
September 6, 2012: Deal Between Instagram and Facebook Officially Closed
On September 6, 2012, the deal between Instagram and Facebook officially closed with a purchase price of $300 million in cash and 23 million shares of stock.
November 2012: Website Profiles Launched
In November 2012, Instagram launched website profiles, allowing users to see feeds from a web browser with limited functionality.
November 2012: Desktop Interface Release
In November 2012, Instagram released a feature-limited desktop interface, expanding its accessibility.
December 17, 2012: Instagram announces change to Terms of Service
On December 17, 2012, Instagram announced a change to its Terms of Service policy, adding a new sentence related to advertising.
2012: Facebook purchase of Instagram
In 2012, Facebook purchased Instagram. Columbia Law School professor Tim Wu has given public talks explaining that this purchase was a felony.
2012: Start of plain text password storage
In 2012, Meta began storing passwords of Instagram and Facebook users in plain text.
January 16, 2013: New Terms of Service go into effect
On January 16, 2013, Instagram's changed Terms of Service policy went into effect, generating backlash and prompting changes to be made.
February 2013: Instagram Reaches 100 Million Users
In February 2013, Instagram announced that it had reached 100 million users.
April 2013: Emily White joined Instagram as Director of Business Operations
In April 2013, Emily White joined Instagram as Director of Business Operations.
June 2013: Doubling of Users
From June 2012 to June 2013, Instagram approximately doubled their number of users.
June 2013: Instagram Reaches 130 Million Users
In June 2013, Instagram announced that it had reached 130 million users.
June 2013: Incorporated 15-Second Video Sharing
In June 2013, Instagram incorporated 15-second video sharing, which was seen as an attempt to compete with Vine.
September 2013: Emily White Discussed Advertising on Instagram
In September 2013, Emily White stated Instagram should be ready to begin selling advertising by September 2014.
September 2013: Instagram Reaches 150 Million Users
In September 2013, Instagram announced that it had reached 150 million users.
October 2013: Instagram announced that video and image ads would soon appear in feeds
In October 2013, Instagram announced that video and image ads would soon appear in feeds for users in the United States.
October 2013: Instagram deletes photographer Petra Collins' account
In October 2013, Instagram deleted Canadian photographer Petra Collins' account after she posted a photo of herself with a small area of pubic hair visible. This led to discussions about Instagram's content policies and inconsistencies in enforcement.
November 1, 2013: First image advertisements displayed on Instagram
On November 1, 2013, the first image advertisements were displayed on Instagram.
December 2013: Emily White left Instagram to join Snapchat
In December 2013, Emily White left Instagram to join Snapchat.
December 2013: Introduction of Instagram Direct
In December 2013, Instagram announced Instagram Direct, a feature allowing users to interact through private messaging with photos and videos.
2013: Initial illegal drug trade incidents and blocking of hashtags
Following the initial revelation of drug sales on Instagram in 2013, Facebook, Inc. asked users to report such content and initiated a "dedicated team" to review the information and block corresponding hashtags.
2013: Discovery of drug sales on Instagram
In 2013, the BBC discovered that users were posting images of drugs for sale on Instagram, attaching specific hashtags, and then completing transactions via instant messaging applications.
2013: Instagram Listed Among Time's "50 Best Android Applications"
Instagram was listed among Time's "50 Best Android Applications for 2013" list.
March 2014: Switch to Facebook Places
In March 2014, Instagram started testing and switching its location tagging technology to use Facebook Places.
March 2014: Android App Update with Performance Improvements
In March 2014, Instagram updated its Android app, cutting the file size by half and adding performance improvements.
June 2014: Fire OS App Release
In June 2014, Instagram released an app for Fire OS, further expanding its device compatibility.
July 2014: Instagram released Bolt
In July 2014, Instagram 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.
August 2014: James Quarles became Instagram's Global Head of Business and Brand Development
In August 2014, James Quarles became Instagram's Global Head of Business and Brand Development.
September 2014: Anticipated start of advertisement sales
September 2014 was the anticipated start date for selling advertisement, as discussed in September 2013.
October 30, 2014: Video ads followed nearly a year later
On October 30, 2014, Video ads followed nearly a year later on.
December 2014: Addition of New Filters
In December 2014, Instagram added five new filters: Slumber, Crema, Ludwig, Aden, and Perpetua.
December 2014: Instagram Reaches 300 Million Users
In December 2014, Instagram announced that it had reached 300 million users.
December 2014: Instagram introduced the verification feature
In December 2014, Instagram introduced the verification feature, known as the blue verified badge, to confirm the authenticity of user accounts.
2014: Instagram User Demographics
As of 2014, Instagram's users were divided equally between iPhone and Android owners, and its usage favored urban areas. 68% of users were female and 32% were male.
January 2015: Instagram deletes Sticks and Stones Agency's account
In January 2015, Instagram deleted Australian fashion agency Sticks and Stones Agency's account because of a photograph including pubic hair sticking out of bikini bottoms, sparking debate around censorship.
March 2015: Instagram announced it would implement "carousel ads"
In March 2015, Instagram announced it would implement "carousel ads", allowing advertisers to display multiple images with options for linking to additional content.
March 2015: Instagram removes Rupi Kaur's photos of menstrual blood
In March 2015, Instagram removed artist and poet Rupi Kaur's photos of menstrual blood on clothing, leading to a "We will not be censored" campaign on her social media accounts, highlighting issues of censorship and content standards.
May 2015: Microsoft launched a Hyperlapse app for Android and Windows
In May 2015, Microsoft launched a Hyperlapse app for Android and Windows.
June 11, 2015: Instagram blocked in North Korea after Koryo Hotel fire
On June 11, 2015, North Korean authorities blocked Instagram following a fire at the Koryo Hotel to prevent photos of the incident from spreading.
June 2015: Desktop Website Redesign
In June 2015, Instagram redesigned the desktop website user interface, making it more flat and minimalistic.
June 2015: "Explore" Tab Updated
In June 2015, the "Explore" tab was updated to feature trending tags and places, curated content, and the ability to search for locations.
August 2015: Support for Widescreen Videos Added
In August 2015, Instagram added support for widescreen videos.
August 2015: Support for Portrait and Widescreen Aspect Ratios
Since August 2015, the Instagram app began supporting both portrait and widescreen aspect ratios for photos and videos.
September 2015: Instagram Reaches 400 Million Users
In September 2015, Instagram announced that it had reached 400 million users.
September 2015: Major Update to Instagram Direct
In September 2015, a major update to Instagram Direct added conversation threading and the ability to share locations, hashtag pages, and profiles through private messages.
October 2015: Kevin Systrom comments on #FreetheNipple campaign
In October 2015, Instagram CEO Kevin Systrom addressed the #FreetheNipple campaign, referencing Apple's content guidelines for apps and Instagram's age rating, though the statement faced criticism for inconsistencies in content moderation.
October 2015: Instagram released Boomerang
In October 2015, Instagram released Boomerang, a video app that combines photos into short, one-second videos that play back-and-forth in a loop.
October 2015: The company launched carousel image ads
In October 2015, The company launched carousel image ads.
November 2015: Instagram announced that effective June 1, 2016, it would end "feed" API access to its platform
In November 2015, Instagram announced that effective June 1, 2016, it would end "feed" API access to its platform.
2015: Aspect Ratio Restriction Eased and New Features Added
In 2015, Instagram eased its square aspect ratio restriction, increasing resolution to 1080 pixels, and added messaging, multiple image/video posts, and the Stories feature, similar to Snapchat.
2015: Study on Instagram Use and Mental Health
In 2015, Lub & Trub's study showed that following more strangers on Instagram increases social comparisons and depressive symptoms.
2015: Mashable Names Instagram One of the Best iPhone Apps of All Time
In 2015, Mashable named Instagram No. 1 on its list of "The 100 best iPhone apps of all time."
February 2016: Instagram had 200,000 advertisers on the platform
In February 2016, Instagram announced that it had 200,000 advertisers on the platform.
March 2016: Video Length Increased to One Minute
In March 2016, Instagram increased the video length limit from 15 seconds to one minute.
March 2016: The company launched video carousel ads
In March 2016, The company launched video carousel ads.
April 2016: Addition of "Videos You Might Like" Channel
In April 2016, Instagram added a "Videos You Might Like" channel to the Explore tab.
April 2016: Instagram shifted from a strictly chronological order to one determined by an 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.
April 2016: Windows 10 Mobile App Release
In April 2016, Instagram released a Windows 10 Mobile app, adding support for videos, album posts, and direct messages.
May 11, 2016: Design Revamp
On May 11, 2016, Instagram revamped its design, adding a black-and-white flat design theme for the app's user interface.
May 2016: Instagram launched new tools for business accounts
In May 2016, Instagram launched new tools for business accounts, including business profiles, analytics and the ability to promote posts as ads.
June 1, 2016: Instagram ended "feed" API access to its platform
Effective June 1, 2016, Instagram ended "feed" API access to its platform in order to "maintain control for the community and provide a clear roadmap for developers".
June 2016: Instagram Reaches 500 Million Users
In June 2016, Instagram announced that it had reached 500 million users.
July 2016: Instagram announces comment control features
In July 2016, Instagram announced users would be able to turn off comments for their posts and control the language used in comments by inputting offensive words to ban.
August 2016: Instagram launched Instagram Stories
In August 2016, Instagram launched Instagram Stories, a feature that allows users to post photos and videos that expire after 24 hours. The feature was noted for its similarities to Snapchat.
September 2016: Instagram had 500,000 advertisers on the platform
By September 2016, Instagram announced that it had 500,000 advertisers on the platform.
September 2016: Removal of Photo Map Feature
In September 2016, Instagram removed the feature that allowed users to view a map of geotagged photos, citing low usage.
October 2016: Instagram Stories Reaches 100 Million Active Users
In October 2016, Instagram Stories reached 100 million active users, two months after launch.
October 2016: App for Windows 10 Personal Computers and Tablets Released
In October 2016, Instagram released an app for Windows 10 personal computers and tablets.
October 2016: Windows 10 App Release
In October 2016, Instagram released an app for Windows 10, increasing its availability across different platforms.
November 2016: Disappearing Private Messages
In November 2016, Instagram introduced the ability to make private messages "disappear" after being viewed by the recipient, with screenshot notifications.
November 2016: Explore Tab Displays Algorithmically Curated Live Videos
In November 2016, the Explore tab was expanded to display an algorithmically curated page of the "best" Instagram Live videos currently airing.
December 6, 2016: Introduction of Comment Liking
On December 6, 2016, Instagram introduced comment liking, allowing users to like individual comments on posts.
December 2016: Instagram Reaches 600 Million Users
In December 2016, Instagram announced that it had reached 600 million users.
December 2016: Posts Can Be Saved
Since December 2016, Instagram implemented a feature allowing users to "save" posts into a private area within the app.
2016: Study on Instagram Use, Body Image, and Disordered Eating
In 2016, Appel et al. found a positive link between the intensity of Instagram use and both body surveillance and dietary behaviors or disordered eating.
2016: Study on Instagram Use and Alcohol Consumption
In 2016, Boyle et al. found a small to moderate positive relationship between alcohol consumption, enhanced drinking motives, and drinking behavior during college and Instagram usage.
2016: Reporter receives threats of rape and murder
In 2016, Olivia Solon, a reporter for The Guardian, posted a screenshot to her Instagram profile of an email she had received containing threats of rape and murder towards her.
January 2017: Instagram Stories Reaches 150 Million Active Users
In January 2017, Instagram Stories reached 150 million active users.
January 2017: Instagram Launched Skippable Ads
In January 2017, Instagram launched skippable ads within Instagram Stories. These ads consist of five-second photo ads and 15-second video ads appearing in-between different stories.
February 2017: Albums Introduced
In February 2017, Instagram introduced albums, allowing up to 10 minutes of video to be shared in one post.
February 2017: Multiple Photos in One Post
Since February 2017, Instagram allowed up to ten pictures or videos to be included in a single post, which appears as a swipeable carousel.
March 2017: Instagram had 1 million advertisers on the platform
In March 2017, Instagram announced that it had 1 million advertisers on the platform.
April 2017: Instagram Stories added augmented reality stickers
In April 2017, Instagram Stories incorporated augmented reality stickers, a feature similar to Snapchat's functionality.
April 2017: Android App Adds Offline Mode
In April 2017, Instagram added an offline mode to its Android app, allowing users to view and interact with content without an Internet connection.
April 2017: Instagram Reaches 700 Million Users
In April 2017, Instagram announced that it had reached 700 million users.
April 2017: Direct Redesign and Enhancements
In April 2017, Instagram redesigned Direct to combine all private messages into the same message threads.
April 2017: Saved Posts Can Be Organized
In April 2017, Instagram updated the 'saved posts' feature to allow users to organize their saved posts into named collections.
April 2017: Instagram Direct Has 375 Million Monthly Users
In April 2017, it was reported that Instagram Direct had 375 million monthly users.
May 4, 2017: Mobile Website Allows Uploading Pictures
Since May 4, 2017, Instagram's mobile website allows uploading pictures.
May 2017: Instagram expanded the augmented reality sticker feature
In May 2017, Instagram expanded the augmented reality sticker feature to include face filters, allowing users to add visual features onto their faces. Also in May, tests of a Location Stories feature were reported.
May 2017: Promoting Public Stories Content in Explore
In May 2017, Instagram updated the Explore tab to promote public Stories content from nearby places.
May 2017: Instagram Rated "Worst for Young Mental Health" in Survey
In May 2017, a survey by the United Kingdom's Royal Society for Public Health concluded that Instagram was the "worst for young mental health" based on anxiety, depression, loneliness, bullying, and body image. Instagram responded by stating that "Keeping Instagram a safe and supportive place for young people was a top priority".
June 2017: Instagram Stories Reaches 250 Million Active Users
In June 2017, Instagram Stories reached 250 million active users.
June 2017: Instagram to filter offensive comments by default
In June 2017, Instagram announced it would automatically attempt to filter offensive, harassing, and "spammy" comments by default using a Facebook-developed deep learning algorithm known as DeepText.
June 2017: Instagram revised its live-video functionality
In June 2017, Instagram revised its live-video functionality, allowing users to add their live broadcast to their story for availability in the next 24 hours, or discard the broadcast immediately.
August 2017: Bug exposes contact information of verified accounts
In August 2017, reports surfaced that a bug in Instagram's developer tools allowed access to the contact information of several high-profile verified accounts.
August 2017: Stories were made available for viewing on Instagram's mobile and desktop websites
In late August 2017, Stories were made available for viewing on Instagram's mobile and desktop websites.
September 2017: Instagram Reaches 800 Million Users
In September 2017, Instagram announced that it had reached 800 million users.
September 2017: Instagram allows limiting comment access
In September 2017, Instagram announced that public users would be able to limit who can comment on their content, such as only their followers or people they follow.
September 2017: Algorithm turns threatening photo into advertisement
In September 2017, Instagram's algorithms turned a photo of an email containing threats of rape and murder into an advertisement visible to the victim's sister.
December 5, 2017: Instagram introduced "Story Highlights"
On December 5, 2017, Instagram introduced "Story Highlights", also known as "Permanent Stories", which don't expire.
December 2017: Users Can Follow Hashtags
In December 2017, Instagram began allowing users to follow hashtags, displaying relevant highlights in their feeds.
2017: Study on Instagram Use, Body Image, and Disordered Eating
In 2017, Feltman et al. found a positive link between the intensity of Instagram use and both body surveillance and disordered eating.
2017: Study on Instagram Use and Mental Health
In 2017, Frison & Eggermont found that browsing on Instagram could predict the presence of depressive symptoms among boys and girls.
2017: Machine learning tool outperforms doctors in depression diagnosis
In 2017, a machine learning tool developed by researchers from Harvard University and the University of Vermont outperformed general practitioners in diagnosing depression by using color analysis, metadata components, and face detection of users' feeds.
2017: Instagram employed the ability to reduce the prominence of accounts
Since 2017, Instagram has employed the ability to reduce the prominence of accounts ("shadowbanning") it believes may be generating non-genuine engagement and spam.
April 2018: User Data Archive Download
In April 2018, Instagram introduced the ability for users to download an archive of their user data to comply with GDPR regulations.
April 2018: Launch of "Focus Mode"
In April 2018, Instagram launched its version of portrait mode, called "Focus Mode", which blurs the background while keeping the subject in focus.
June 2018: 1 Billion Users
By June 2018, Instagram reached 1 billion registered users, marking a major milestone.
June 2018: Launch of IGTV
In June 2018, Instagram launched IGTV, a vertical video application for longer-form videos.
June 2018: Instagram daily active story users reached 400 million
In June 2018, the daily active story users of Instagram had reached 400 million users, and monthly active users had reached 1 billion active users.
June 20, 2018: IGTV Launch
On June 20, 2018, Instagram launched IGTV as a standalone video application.
August 2018: Instagram allowed users to request verification for their accounts
In August 2018, Instagram began allowing users to request verification for their accounts, marking a shift from the previous system where verification was initiated by Instagram itself.
September 24, 2018: Founders Step Down
On September 24, 2018, Instagram's founders, Krieger and Systrom, announced their departure from the company.
October 1, 2018: Adam Mosseri New Head of Instagram
On October 1, 2018, Adam Mosseri was announced as the new head of Instagram, replacing the departing founders.
November 2018: Instagram added the ability for business accounts to add product links
In November 2018, Instagram added the ability for business accounts to add product links directing users to a purchase page or to save them to a "shopping list".
December 2018: User Outrage Over Feed Update
In December 2018, Instagram users expressed outrage over an update that changed the feed from a vertical scroll to a horizontal swipe, similar to Instagram Stories. This change was later explained as a bug or test release.
2018: Study on Instagram Use and Mental Health
In 2018, Brailovskaia & Margraf found a significant positive relationship between Instagram membership and extraversion, life satisfaction, and social support.
2018: Instagram imposed further restrictions on its API
In 2018, in the wake of the Cambridge Analytica scandal, Instagram began to impose further restrictions on its API.
January 2019: Stories Feature Usage
In January 2019, Instagram's Stories feature was being used by 500 million people daily, showcasing its widespread adoption.
February 26, 2019: Article reveals Facebook's acquisition motive
On February 26, 2019, the New York Post released an article stating that the FTC discovered a memo authored by a senior Facebook official, revealing that the purpose behind the acquisition of Instagram was to remove a potential rival.
April 2019: Instagram added the option to "Checkout on Instagram"
In April 2019, Instagram added the option to "Checkout on Instagram", which allows merchants to sell products directly through the Instagram app.
April 30, 2019: Windows 10 Mobile App Discontinued
On April 30, 2019, Instagram discontinued the Windows 10 Mobile app, but the mobile website remained available.
May 2019: Pilot Removal of Public Like Counts Begins
In May 2019, Instagram began a pilot in Canada to remove publicly displayed "like" counts for content posted by other users, to reduce pressure on users.
July 2019: Instagram introduces proactive comment detection and 'restrict' feature
In July 2019, Instagram announced a system to proactively detect problematic comments and encourage users to reconsider their comments, as well as allowing users the ability to "restrict" others' ability to communicate with them.
July 2019: Extended Pilot and Harassment Reduction Features Announced
In July 2019, the pilot to remove public like counts expanded to 6 other markets, and Instagram announced new features to reduce harassment and negative comments.
August 2019: Pilot Removal of Following Tab
In August 2019, Instagram began to pilot the removal of the "Following" tab from the app, which showed users' likes and comments.
October 2019: Official Removal of Following Tab and Login Requirement
In October 2019, the removal of the "Following" tab was made official, and Instagram introduced a limit on visible posts for non-logged-in users.
November 2019: Worldwide Expansion of Like Count Removal Pilot
In November 2019, the pilot program to remove public like counts was expanded worldwide, affecting all Instagram users.
December 16, 2019: Facebook announced it would expand its fact-checking programs towards Instagram
On December 16, 2019, Facebook announced it would expand its fact-checking programs towards Instagram to identify, review and label false information.
2019: Apple pulls Instagram stalking app
In 2019, Apple removed an app that allowed users to stalk people on Instagram by scraping accounts and collecting data.
2019: Facebook bans influencers from posting vape and weapons promotions
In 2019, Facebook announced that influencers are no longer able to post any vape, tobacco products, and weapons promotions on Facebook and Instagram.
2019: Instagram tests hiding like counts
In 2019, Instagram began testing hiding like counts for user posts, eventually making the feature available to everyone, allowing users to focus more on content.
2019: Study on Instagram Use and Mental Health
In 2019, Mackson et al. found that Instagram users were less lonely than non-users, and Instagram membership predicts lower self-reported loneliness.
2019: Study on Instagram "Addiction" and Stress
In 2019, Sanz-Blas et al. showed that users who feel that they spend too much time on Instagram report higher levels of "addiction" to Instagram, which was related to higher self-reported levels of stress induced by the app.
2019: Instagram blocked periodically during anti-government protests in Iran
In 2019, during anti-government protests, the Iranian government blocked Instagram periodically.
2019: Discovery of plain text password storage
In 2019, the practice of Meta storing up to 600 million passwords of Instagram and Facebook users in plain text was discovered.
January 2020: Instagram removes posts supporting Qasem Soleimani
In January 2020, Instagram and Facebook removed posts supporting slain Iranian commander Qasem Soleimani to comply with U.S. sanctions, showcasing voluntary content removal to align with governmental policies.
March 2020: Instagram announced major moderation changes to decrease the flow of disinformation related to COVID-19
In March 2020, Instagram announced major moderation changes in order to decrease the flow of disinformation, hoaxes and fake news regarding COVID-19 on its platform.
March 2020: Launch of "Co-Watching" Feature
In March 2020, Instagram launched a new "Co-Watching" feature, enabling users to share posts during video calls to facilitate virtual connection.
April 2020: Direct Accessible from the Instagram Website
In April 2020, Direct became accessible from the Instagram website, allowing users to send direct messages from a web version.
June 2020: Instagram as a Social Justice Platform
In June 2020, due to the Black Lives Matter movement, Instagram became more widely used as a social justice platform. Instagram-based activism has been criticized for being performative and overly focused on aesthetics.
August 2020: Merging Instagram Direct into Facebook Messenger
In August 2020, Facebook began merging Instagram Direct into Facebook Messenger, transforming the Direct icon into a Facebook Messenger icon.
August 2020: Pivot to Video with Reels and Suggested Posts
In August 2020, Instagram shifted focus to video with "Reels" to compete with TikTok and introduced "Suggested Posts" after scrolling through recent content.
October 30, 2020: Instagram removes "recent" tab on hashtag pages
On October 30, 2020, Instagram temporarily removed the "recent" tab on hashtag pages to prevent the spread of misinformation regarding the 2020 United States presidential election.
November 2020: Instagram Replaces Activity Feed Tab With Shop Tab
In November 2020, Instagram replaced the activity feed tab with a new "Shop" tab and relocated the "new post" button, sparking negative reactions from users who criticized the changes on platforms like Twitter and Reddit.
2020: Temporarily Disabled Hashtag Search
During the 2020 U.S. elections, Instagram temporarily disabled the ability to search "Recent" hashtags to prevent the spread of misinformation.
2020: Analysis of Sharenting on Instagram
In 2020, Bare analyzed publicly available images under the hashtag #letthembelittle on Instagram and found that the corresponding images tended to contain children's personal information, including name, age, and location.
2020: Wall Street Journal Obtains Internal Meta Research
In 2020, CEO Mark Zuckerberg saw presentations from internal Meta research that was obtained and published in 2021 by the Wall Street Journal.
2020: Study on Instagram Use and Mental Health
In 2020, Fioravanti et al. showed that women who had to take a break from Instagram for seven days reported higher life satisfaction compared to women who continued their habitual pattern of Instagram use.
2020: Study on Instagram Use and Smartphone Addiction
In 2020, Gezgin & Mihci found that frequent Instagram usage correlated with smartphone addiction.
2020: Instagram Reaffirmed no way to change back to chronological timeline
In 2020, Instagram Reaffirmed no way to change back to chronological timeline
2020: Controversy Over "Suggested Posts" Feature
In 2020, Instagram's rollout of "suggested posts" sparked controversy, with concerns raised by The Verge about potential harm to user mental health, countered by Instagram's executive Julian Gutman, who claimed the feature was not intended to keep users glued to their screens.
2020: Study on Self-Harm Posts and Behaviors
In 2020, Picardo et al. examined the relationship between self-harm posts and actual self-harm behaviours offline, finding that such content had negative emotional effects on some users.
January 7, 2021: Trump banned from Instagram "indefinitely"
On January 7, 2021, following the attack on the U.S. Capitol, Donald Trump was banned from Instagram "indefinitely" due to risks associated with allowing him to continue using the service.
February 2021: Testing Vertical Stories and Removal of Feed Posts to Stories
In February 2021, Instagram began testing "Vertical Stories" (inspired by TikTok) and the removal of sharing feed posts to Stories.
March 1, 2021: Instagram Live Rooms Launched
On March 1, 2021, Instagram launched a new feature named Instagram Live Rooms, allowing four people to go live together.
March 2021: Child Safety Policies Implemented
In March 2021, Instagram added a feature preventing adults from messaging users under 18 who do not follow them, as part of new child safety policies.
March 2021: Four-Person Live and Child Safety Policies
In March 2021, Instagram launched a feature allowing four people to go live simultaneously and implemented child safety policies, including preventing adults from messaging teens who don't follow them.
May 2021: Accessibility Feature for Videos
In May 2021, Instagram announced a new accessibility feature for videos on Instagram Reels and Stories, allowing creators to add closed captions to their content.
May 2021: Pronoun Feature Introduced
In May 2021, Instagram began allowing users in some regions to add pronouns to their profile page.
May 2021: Report details "black market" using Instagram to lure migrant workers
In May 2021, The Washington Post published a report detailing a "black market" using Instagram posts to lure migrant workers into indentured servitude in Persian Gulf countries.
June 2021: Instagram launched a native affiliate marketing tool
In June 2021, Instagram launched a native affiliate marketing tool creators can use to earn commissions based on sales. Commission-enabled posts are labeled "Eligible for Commission".
June 17, 2021: Launch of Full-Screen Ads in Reels
On June 17, 2021, Instagram launched full-screen advertisements in Reels, which are similar to regular reels but marked with a "sponsored" tag.
June 23, 2021: Instagram Tests Changes to "Suggested Posts" Feature
On June 23, 2021, Instagram announced it will test putting suggested posts ahead of the posts from people a user follows in the Instagram feed.
July 2021: Instagram censors videos with the phrase "death to Khamenei"
In July 2021, Instagram temporarily censored videos containing the phrase "death to Khamenei", raising questions about censorship and political influence.
October 4, 2021: Meta Services Outage
On October 4, 2021, Meta services, including Instagram, experienced a major outage due to DNS-related issues.
October 2021: CNN publishes article on Instagram's toxic effects
In October 2021, CNN published an article and interviews with two young women, Ashlee Thomas and Anastasia Vlasova, who stated that Instagram endangered their lives due to its toxic effects on their diets.
December 2021: Instagram developing a version of the feed that would show user posts in chronological order
In December 2021, Adam Mosseri, stated that the company is developing a version of the feed that would show user posts in chronological order.
December 2021: Threads App Discontinued
In December 2021, Instagram discontinued its Threads app, due to low usage and feature integration into the main Instagram app.
2021: Study on Instagram Use and Mental Health
A 2021 study by Büttner & Rudertb showed that not being tagged in an Instagram photo triggers the feeling of social exclusion and ostracism, especially for those with higher needs to belong.
2021: Instagram blocked in Cuba during protests
During the 2021 Cuban protests, the Cuban government blocked access to Instagram to curb the spread of information.
2021: Study on Psychological Needs and Instagram Addiction
In 2021, Foroughi et al. found that the desire for recognition and entertainment were predictors of students' addiction to Instagram, negatively affecting academic performance.
2021: Instagram announces return of public like counts
In 2021, Instagram announced that like counts would return to be publicly viewable by default, giving users the option to switch them off for their whole feed or on a per-post basis.
2021: Meta launched paid verification on Instagram
In 2021, Meta (formerly Facebook) launched paid verification on Instagram, allowing eligible users to request verification for their accounts via paying a fee.
2021: Wall Street Journal Obtains Internal Meta Research
In 2021, The Wall Street Journal obtained and published internal research conducted by Meta over several years, which included presentations seen by executives and CEO Mark Zuckerberg in 2020.
March 2022: IGTV Shuts Down
In March 2022, the IGTV application was shut down.
March 17, 2022: Plans to Add NFTs
On March 17, 2022, Mark Zuckerberg confirmed plans to integrate non-fungible tokens (NFTs) into Instagram.
April 2022: Testing Removal of Recent Hashtag Posts
In April 2022, Instagram began testing the removal of the ability to view "recent" posts from hashtags, as an attempt to hinder the spread of misinformation.
April 2022: Study finds Instagram fails to act on abusive DMs
In April 2022, a study by the Center for Countering Digital Hate found that Instagram failed to act on 90% of abusive direct messages sent to five high-profile women, despite being reported.
June 2022: Reels Duration Increased
Beginning in June 2022, Reels could be 90 seconds long.
July 2022: Instagram announces widespread backlash updates
In July 2022, Instagram announced a set of updates, including a feed more focused on content algorithms, full-screen photo and video posts, and changing the format of all its videos to Reels, which immediately received widespread backlash from its userbase.
July 23, 2022: "Make Instagram Instagram again" petition
On July 23, 2022, photographer Tati Bruening created an Instagram post and Change.org petition with the statement "Make Instagram Instagram again", which gained significant traction after being reposted by influencers.
September 2022: Instagram permanently blocked in Iran
As of September 2022, Instagram was permanently blocked in Iran, with exceptions for tourists and corporations.
September 2022: $402 Million Fine for Privacy Violations
In September 2022, Ireland's Data Protection Commission fined Instagram $402 million for violating EU privacy laws regarding handling minors' data.
December 2022: Introduction of Notes
In December 2022, Instagram introduced Notes, allowing users to share short text updates with select people.
2022: Instagram used for propaganda during Russian invasion of Ukraine
During the 2022 Russian invasion of Ukraine, Instagram was used for propaganda purposes.
2022: Testing Removal of Recent Hashtag Search
In 2022, Instagram tested removing the ability to search recent hashtags on some users.
2022: Instagram is the second most downloaded mobile app of the year
In 2022, Instagram was the second most downloaded mobile app of the year.
2022: Lionel Messi's World Cup celebration becomes most-liked photo
In 2022, a carousel of photos from footballer Lionel Messi celebrating winning the 2022 FIFA World Cup became the most-liked photo on Instagram, garnering over 75 million likes.
February 2023: GIFs in Comments and Meta Verified Badges
In February 2023, Instagram introduced the ability for users to browse and post GIFs directly in the comments section. Also in February 2023, Meta announced the introduction of blue "verified" badges for sale on both Instagram and Facebook.
April 2023: Ability to Search Recent Hashtags Removed
In April 2023, the ability to search recent hashtags on Instagram was removed entirely, leaving users only able to see a curated selection of "popular" posts.
June 2023: Instagram Surpasses 50 Billion Photos Uploaded
By June 2023, there were over 50 billion photos uploaded to Instagram's service.
July 5, 2023: Meta Launches Threads
On July 5, 2023, Meta launched Threads, a social network platform connected to Instagram, allowing users to post short-form content and engage in conversations, aiming to compete with Twitter.
August 2023: Updates to Protect User Privacy
In August 2023, Instagram introduced new adjustments to protect user privacy and prevent harassment and spam in Direct Messages.
October 2023: 42 states sue Meta over youth mental health crisis
In October 2023, 42 US states filed a lawsuit against Instagram and its parent company, Meta, accusing them of contributing to a youth mental health crisis due to the platforms' addictive nature.
December 2023: Instagram Launches "Close Friends Only" Podcast
In December 2023, Instagram launched a podcast titled "Close Friends Only", featuring conversations among celebrities.
2023: Criticism in India for not countering homophobic and transphobic contents
In 2023, Instagram faced criticism in India for not adequately addressing homophobic and transphobic content, leading to tragic consequences, such as the alleged suicide of a queer artist after online hate.
April 2024: Testing Sextortion Tools
In April 2024, Instagram announced it would begin testing new tools "within weeks" to combat sextortion, a form of blackmail involving intimate pictures sent online.
August 2, 2024: Turkey Blocks Instagram
On August 2, 2024, Turkey blocked Instagram after the platform deleted posts offering condolences for the death of a Hamas leader, Ismail Haniyeh.
August 10, 2024: Instagram ban lifted in Turkey
On August 10, 2024, the ban on Instagram was lifted in Turkey after nine days, with Instagram accepting the government's demands and agreeing to work with authorities.
September 2024: Addition of Sticker Editor
In September 2024, Instagram added a sticker editor which allows users to cut out elements of photos and send them privately.
September 2024: Meta fined $101 million for storing passwords in plain text
In September 2024, Meta paid a $101 million fine for storing up to 600 million Instagram and Facebook user passwords in plain text.
December 2024: Instagram and MTA Collab
In December 2024, Instagram and MTA collaborated to sell Metrocards featuring creators like New York Nico.
December 2024: Instagram is trialing a feature designed to help users reconnect with content
In December 2024, Instagram announced that it was trialing a feature designed to help users reconnect with content they may have missed from their mutual followers.
2024: "Close Friends Only" Podcast Continued
Throughout 2024, Instagram's podcast "Close Friends Only" continued with new episodes in June and August, featuring various celebrities.
January 2025: Three-Minute Reels Officially Announced
In January 2025, three-minute Reels were officially announced.
2025: Possible censorship related to the Democratic Party
Following the election of Donald Trump in 2025, various sources noted possible censorship related to the Democratic Party on Instagram and other Meta platforms.
