As Instagram grew bigger and cooler, Facebook began to act “like the big sister that wants to dress you up for the party but does not want you to be prettier than she is”
walk in Mexico in 2010, Kevin Systrom’s girlfriend explained the problem with his new photo-sharing app, then called “Codename”. Professionals might want the world to see their pictures, but her own phone snaps weren’t good enough. Back at the hotel, Mr Systrom coded a quick solution: a filter that gave even the most basic shot a hipster finish. He applied it to a snap of a dog by a taco stand, and uploaded it, making it the first image posted to what became Instagram.
The tale of nerds who struck gold offers glimpses of Silicon Valley’s weirdness. In the early days Mr Systrom and his co-founder, Mike Krieger, patched errors with their laptops on camping trips and took a call from Justin Bieber when he forgot his password.
, complains one Instagram executive. Mr Zuckerberg limited how many people Instagram could hire. He even got cross that its new video app,, had a logo that looked a bit like that of Facebook Messenger. In 2018, after six years of this, Mr Systrom and Mr Krieger quit.
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