Photos were seen as the most private type of content, and 'Instagram' really flipped that on its head and said photos can be really public.

Instagram was created because there was no single place dedicated to giving your mobile photos a place to live and to be seen.

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.

Brands, musicians, and public figures were among the first to embrace video on 'Instagram', and we've been impressed with how brands have extended their reach with video ads.

Our goal is really to make sure that 'Instagram', whether you're a celebrity or not, is a safe place and that the content that gets posted is something that's appropriate for teens and also for adults.

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.