Who Founded Instagram and What They Did
Instagram was founded by Kevin Systrom and Mike Krieger. The company launched in October 2010 as a mobile-first photo sharing app centered on filters and a simple user experience. Systrom, a Stanford graduate and former Google intern, led product and early engineering. Krieger, also a Stanford alum, handled engineering and design. This profile explains how the founders met, built Instagram, scaled it to a billion-plus users, and sold the company to Facebook (now Meta).
Founders and Their Roles
Kevin Systrom: Product Lead
Kevin Systrom was the CEO and product lead. He defined Instagram’s visual-first approach, including the square aspect ratio and filter-first UX. He negotiated early partnerships and represented the company in media and partnerships, including the acquisition discussions with Facebook.
Mike Krieger: Engineering and Design Lead
Mike Krieger was the CTO and cofounder, leading engineering and design. He built the first versions of Instagram and focused on performance and simplicity on mobile. He later assumed the role of Head of Design for Instagram and WhatsApp after acquisition.
How Instagram Started
Instagram began as Burbn, a location-based check-in app with photo features. Systrom and Krieger pivoted to a cleaner, photo-centric product with square images and a handful of filters. The name Instagram combined "instant camera" and "telegram." Within two months of launch, Instagram reached one million users without paid marketing, driven by word-of-mouth and integration with existing social graphs.
Key Milestones and Dates
| Date | Event | Why It Matters |
|---|---|---|
| March 2009 | Burbn launches | Early predecessor with check-ins and photos; informs the pivot. |
| October 2010 | Instagram launches | Product-market fit achieved quickly via mobile and filters. |
| June 2011 | Instagram reaches 10 million users | Rapid early growth on a small team. |
| April 2012 | Facebook acquires Instagram for $1 billion | |
| 2016–2020 | IGTV, Reels, and shopping features | Instagram evolves into a multimedia and commerce platform. |
| 2021–present | Reels expansion and creator focus | Continued investment in short-form video and creator tools. |
Ownership and What Happened After the Acquisition
Facebook acquired Instagram in 2012 for approximately $1 billion in cash and stock. The founders remained in operational roles for several years. In 2018, Systrom announced he was leaving Facebook to pursue other interests. Krieger left Instagram in 2019, also departing from Facebook in 2022. Instagram continues as a major product under Meta, integrated with Facebook, WhatsApp, and emerging technologies such as augmented reality.
Key Differences Between the Founders
- Systrom focused on product, business development, and brand positioning.
- Krieger focused on engineering, design, and performance.
- Both came from Stanford and had internships at major tech companies (Systrom at Google, Krieger at Facebook).
- Together they scaled a small prototype to a global platform with over a billion monthly users.
Impact and Legacy
Instagram redefined how people share moments and influenced the visual grammar of the internet. Features like Stories, Shopping, and Reels have shaped creator economies, influencer marketing, and ecommerce. The platform’s early focus on simplicity and mobile performance set benchmarks for consumer apps. While neither founder is currently at Instagram, the product and company they built remain central to how billions of people connect, create, and communicate online.
Frequently Asked Questions
- Were there other cofounders? The founding team was Kevin Systrom and Mike Krieger. Early advisors and employees helped grow the product, but Systrom and Krieger are recognized as the founders.
- Did Instagram exist before Facebook bought it? Yes, Instagram launched independently in 2010 and operated as its own company until the acquisition in 2012.
- What happened to the founders after the acquisition? Systrom stayed involved until 2018 and later pursued new ventures. Krieger left Facebook in 2022.
- How has Instagram changed since the founders left? Instagram has expanded into Reels, shopping, and integrated social experiences across Meta, with continued emphasis on short-form video and creator tools.
- Is Instagram still privately owned? No. Instagram is a wholly owned subsidiary of Meta (formerly Facebook) following the 2012 acquisition.