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" In the past, people have looked at photos as a record of memory. The focus has been on the past tense. With Instagram, the focus is on the present tense. "
Kevin Systrom
Memory
Present
Focus
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" It's funny: I was a photographer before I was a programmer. "
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" When you're introducing a mobile app, you look around and say, 'We could be doing 15 different things, but how do we communicate to someone why they would want to download and even sign up for this thing?' "
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" 'Instagram' can engage generations of people that may not be on Facebook yet. I think that's true with 'WhatsApp,' and I think that will be true with things like Oculus. "
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" Really, we're just taking people and shifting them from taking photos anyway to taking them on 'Instagram'. "
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" Videos are a very difficult medium to be good at and also a difficult medium to consume quickly. "
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" Great products sell themselves. "
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" A photo app is a utility. It's like comparing 'Twitter' to Microsoft Word. If you want to be an author, you're not always going to constrain yourself to 140 characters. "
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" Chobani did a really wonderful yogurt campaign on 'Instagram' to shift perceptions away from the fact that they were just yogurt. And they had a 7-point incremental lift on shifting that perception through a brand advertisement on Instagram. "
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" Whether it's an ad or organic content, video provides a new creative dimension for storytelling on 'Instagram'. Video lets people convey the power and beauty in a moment through sight, sound, and motion. "
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" It is cool to see that the fashion world has really taken to 'Instagram,' but, again, it is one of the many examples of many communities, whether you are a chef, a skateboarder, a surfer, a skier. "
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" One of the earliest requested features was to do premium filters where a brand could sponsor a filter. It's just not in our wheelhouse. It doesn't feel 'Instagram'-my in the way that the high-quality brand ads do. "
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" There are a lot more companies with a lot younger people. It is just like 23-year-olds are starting companies, and they are scaling really quickly. "
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" I do believe that Instagram has put a stake in the ground and we're growing more quickly than anyone. Is there something in there we could do to make it a multi-billion dollar business? I think we can figure out something along the way. "
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Growing
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Think
" On average, people miss about 70 percent of the posts in their 'Instagram' feed. What this is about is making sure that the 30 percent you see is the best 30 percent possible. "
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Best
People
Possible
" As a kid, creation was something that I always loved. Creating worlds for video games, creating businesses that didn't make any money, selling lemonade, etcetera. In my fourth grade classroom, I even instituted a government structure because I was really interested in people having positions and there being law. "
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Money
Law
Government
" I run a business and go all over the world doing things for that business, things that are fairly orthogonal. But my job is to run my company, not to be the best Instagrammer. I'll let other people be awesome at it. "
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People
World
Best
" I can't imagine that companies are uninteresting if they don't have a billion users. But I do believe, to have mass scale, you have to be in the many-hundreds-of-millions-of-users range, and there are not that many companies that get there. "
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Many
You
Get
" Every photo you take communicates something about a moment in time - a brief slice of time of where you were, who you were with, and what you were doing. "
Kevin Systrom
Moment
Doing
Time
" I like to say that the one thing that all people who succeed in changing the world have in common is that they at least tried. "
Kevin Systrom
Like
Tried
Succeed
" If it's one thing we do really well as a company, it's that we take big change slowly and deliberately and bring the community along with us. "
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Big
Company
Community
" Calling 'Instagram' a photo-sharing app is like calling a newspaper a letter-sharing book, or a Mozart grand era symphony a series of notes. 'Instagram' is less about the medium and more about the network. "
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" Instagram is a media company. I think we're about visual media. "
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Think
Visual
Company
" A lot of the earliest 'Instagram' celebrities took really beautiful photos. But you're starting to see a change where it's not about beauty; it's about the story that you tell. "
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Beauty
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Story
" Mike Krieger and I started talking, and he decided he liked the idea of helping start the company. Once he joined, we took a step back and looked at the product as it stood. "
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Talking
He
Company
" I've always been into taking my photos, cropping them square, putting them through a filter in Photoshop. "
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Always
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" It turns out that no undergrad class prepares you to start a startup - you learn most of it as you do it. "
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Learn
Start
You
" Our goal is to allow people to use whatever app they want to get photos into 'Instagram'. "
Kevin Systrom
Goal
Instagram
People
" A platform is the base from which something big happens. In our case, we're an entertainment platform in the sense that there are people signing up like MTV, Burberry, folks like Taylor Swift and Justin Bieber. And why? Because it's their channel to control their entertainment to their fans. "
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Fans
Sense
Why
" The best companies in the world have all had predecessors. 'YouTube' was a dating site. You always have to evolve into something else. "
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Evolve
World
You
" 'Instagram' doesn't exist in a vacuum. We're not a bunch of siloed individuals. It's a bunch of people coming together on topics, fashion, you know, youthful teens, creatives, photographers, foodies, everyone coming together and building a community around the things they love, communicating visually. "
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