View source for Instagram

{{Short description|Social media platform owned by Meta}}
{{redirect|Insta|other uses|Instagram (disambiguation)|and|Insta (disambiguation)}}
{{Protection padlock|small=yes}}
{{Use American English|date=July 2022}}
{{Use mdy dates|date=February 2026}}
{{Infobox software
| name = Instagram
| logo = [[File:Instagram logo 2022.svg|frameless|upright=0.5]]<br />[[File:Instagram logo.svg|frameless|upright=0.7|class=skin-invert]]
| logo_caption = [[Signature]] [[wordmark]] used since May 2016 and icon app used since May 2022
| screenshot = Instagram screenshot (12 January 2026, 16h30m39s, UTC -3).png
| caption = Wikipedia's Instagram page on January 12, 2026. 
| collapsible = no
| author = {{hlist|[[Kevin Systrom]]|[[Mike Krieger]]}}
| developer = [[Meta Platforms]]
| released = {{Start date and age|2010|10|12}} in [[San Francisco, California]], US
| ver layout = stacked
| operating system = {{hlist|[[iOS]]|[[iPadOS]]|[[Android (operating system)|Android]]|[[Fire OS]]|[[Microsoft Windows]]|[[Web browser]]}}
| language = {{hlist|[[Arabic language|Arabic]]|[[Chinese language|Chinese]] ([[Simplified Chinese characters|Simplified]] and [[Traditional Chinese characters|Traditional]])|[[Croatian language|Croatian]]|[[Czech language|Czech]]|[[Danish language|Danish]]|[[Dutch language|Dutch]]|[[English language|English]]|[[Finnish language|Finnish]]|[[French language|French]]|[[German language|German]]|[[Greek language|Greek]]|[[Hindi]]|[[Hungarian language|Hungarian]]|[[Indonesian language|Indonesian]]|[[Italian language|Italian]]|[[Japanese language|Japanese]]|[[Korean language|Korean]]|[[Malay language|Malay]]|[[Norwegian language|Norwegian]]|[[Persian language|Persian]]|[[Polish language|Polish]]|[[Portuguese language|Portuguese]]|[[Romanian language|Romanian]]|[[Russian language|Russian]]|[[Slovak language|Slovak]]|[[Spanish language|Spanish]]|[[Swedish language|Swedish]]|[[Tagalog language|Tagalog]]|[[Thai language|Thai]]|[[Turkish language|Turkish]]|[[Ukrainian language|Ukrainian]]|[[Vietnamese language|Vietnamese]]}}
| language count = 33<ref>{{Cite web|url=https://apps.apple.com/app/id389801252|title=Instagram|website=[[App Store (iOS/iPadOS)|App Store]]|date=June 12, 2023|access-date=October 7, 2019<!--REQUIRES VALIDATION-->|archive-date=June 20, 2019|archive-url=https://web.archive.org/web/20190620012646/https://apps.apple.com/app/id389801252|url-status=live}}</ref>
| license = [[Proprietary software|Proprietary]]
| website = {{URL|https://www.instagram.com/|instagram.com}}
}}
{{Meta sidebar}}

'''Instagram'''{{efn|Legally as '''Instagram, LLC''', registered in Delaware,<ref>{{Cite web |date=December 31, 2024 |title=List of subsidiaries Meta Platforms, Inc. |url=https://www.sec.gov/Archives/edgar/data/1326801/000132680125000017/meta-12312024x10kexhibit211.htm |archive-url=https://web.archive.org/web/20250612035715/https://www.sec.gov/Archives/edgar/data/1326801/000132680125000017/meta-12312024x10kexhibit211.htm |archive-date=June 12, 2025 |access-date=August 30, 2025 |website=sec.gov |publisher=United States Securities and Exchange Commission}}</ref> formerly as '''Instagram, Inc.''',<ref name="zdnet">{{cite web|url=https://www.zdnet.com/article/facebook-buying-instagram-for-300-million-23-million-shares/|title=Facebook buying Instagram for $300&nbsp;million, 23 million shares|last=Protalinski|first=Emil|date=April 23, 2012|publisher=[[ZDNet]]|access-date=April 22, 2017|archive-date=October 26, 2020|archive-url=https://web.archive.org/web/20201026042154/https://www.zdnet.com/article/facebook-buying-instagram-for-300-million-23-million-shares/|url-status=live}}</ref> often colloquially shortened by users to the terms '''''Insta''''',<ref>{{Cite web |last=Curry |first=Melanie |date=June 15, 2025 |title=Gwyneth Paltrow Made Breakfast Topless On Insta & Everyone Has Feelings |url=https://www.aol.com/gwyneth-made-breakfast-topless-insta-183000408.html |access-date=June 23, 2025 |website=aol.com |language=en-US |archive-date=July 4, 2025 |archive-url=https://web.archive.org/web/20250704172912/https://www.aol.com/gwyneth-made-breakfast-topless-insta-183000408.html |url-status=live }}</ref> '''''the Gram''''',<ref>{{Cite web |author=<!--No listed author or byline--> |date=August 23, 2019 |title=Instagram holiday debt: 'I spent £5,000 for the gram' |url=https://www.bbc.com/news/newsbeat-49445005 |publisher=[[BBC]] |access-date=June 23, 2025 |language=en-GB |archive-date=June 29, 2025 |archive-url=https://web.archive.org/web/20250629014131/https://www.bbc.com/news/newsbeat-49445005 |url-status=live }}</ref> and '''''IG''''',<ref>{{cite book | last1 = Edwards | first1 = Erica B. | last2 = Esposito | first2 = Jennifer | chapter = Reading social media intersectionally | title = Intersectional Analysis as a Method to Analyze Popular Culture: Clarity in the Matrix | url = https://books.google.com/books?id=XXzADwAAQBAJ | series = Futures of Data Analysis in Qualitative Research | location = Abingdon | publisher = Routledge | date = 2019 | isbn = 978-0-429-55700-2 | access-date = May 7, 2020 | quote = Instagram (IG) is a photo sharing app created in October of 2010 allowing users to share photos and videos. | archive-date = November 7, 2023 | archive-url = https://web.archive.org/web/20231107152451/https://books.google.com/books?id=XXzADwAAQBAJ | url-status = live }}</ref> which is also used as a [[URL shortening|URL shortener]] under the name '''IG.ME''' as <code>ig.me/u/example</code> for usernames and <code>ig.me/p/example</code> for posts and [[#Instagram Reels|reels]].}} is an American [[Image sharing|photo]] and [[Short-form content|short-form]] [[Online video platform|video sharing]] [[social networking service]] owned by [[Meta Platforms]]. It allows users to upload media that can be edited with [[Filter (social media)|filters]], be organized by [[hashtag]]s, and be associated with a location via [[Geotagging|geographical tagging]]. Posts can be shared publicly or with preapproved followers. Users can browse other users' content by tags and locations, view [[Fad|trending]] content, [[Like button|like]] photos, and follow other users to add their content to a personal [[Web feed|feed]].<ref name="PD" /> A Meta-operated image-centric [[social media]] platform, it is available on [[iOS]], [[Android (operating system)|Android]], [[Microsoft Windows|Windows]], and the [[World Wide Web|web]]. Users can take photos and edit them using built-in filters and other tools, then share them on other social media platforms like [[Facebook]]. It supports 33 languages including [[English language|English]], [[Hindi]], [[Spanish language|Spanish]], [[French language|French]], [[Japanese language|Japanese]], and [[Korean language|Korean]].<ref>{{Cite web |title=Instagram |url=https://www.instagram.com/ |access-date=November 28, 2023 |website=instagram.com |archive-date=January 15, 2021 |archive-url=https://web.archive.org/web/20210115000102/https://www.instagram.com/ |url-status=live}}</ref>

Instagram was originally distinguished by allowing content to be framed only in a square (1:1) [[Aspect ratio (image)|aspect ratio]] of 640 [[pixel]]s to match the display width of the [[iPhone]] at the time. In 2015, this restriction was eased with an increase to 1080 pixels. It also added [[Instant messaging|messaging]] features, the ability to include multiple images or videos in a single post, and a [[Story (social media)|Stories]] feature—similar to its main competitor, [[Snapchat]], which allowed users to post their content to a sequential feed, with each post accessible to others for 24 hours. As of January 2019, Stories was used by 500&nbsp;million people daily.<ref name="PD">{{cite web|url=https://www.socialmediatoday.com/news/instagram-stories-is-now-being-used-by-500-million-people-daily/547270/|title=Instagram Stories is Now Being Used by 500 Million People Daily|website=Social Media Today|access-date=April 16, 2019|archive-date=November 3, 2020|archive-url=https://web.archive.org/web/20201103033633/https://www.socialmediatoday.com/news/instagram-stories-is-now-being-used-by-500-million-people-daily/547270/|url-status=live}}</ref>

The Burbn Beta app was made available for iOS on October 6, 2010, by [[Kevin Systrom]] and [[Mike Krieger]] — still as a testing prototype, but for the first time available as a real app on the App Store rather than a web-based prototype. The app received around 25,000 registrations that day, even though it was built for testing purposes only. Six days later, on October 12, 2010, the final stable non-beta version was officially released under a new name — '''Instagram'''.<ref>{{Cite web |last=Garber |first=Megan |date=July 2, 2014 |title=Instagram Was First Called 'Burbn' |url=https://www.theatlantic.com/technology/archive/2014/07/instagram-used-to-be-called-brbn/373815/ |access-date=October 13, 2025 |website=The Atlantic |language=en |archive-date=November 25, 2016 |archive-url=https://web.archive.org/web/20161125075647/http://www.theatlantic.com/technology/archive/2014/07/instagram-used-to-be-called-brbn/373815/ |url-status=live }}</ref> This was the first official public release, not a testing version. This renaming gave an even bigger response: the app rapidly gained popularity, reaching 1{{nbsp}}million registered users in two months, 10&nbsp;million in a year, and 1&nbsp;billion in June 2018. In April 2012, [[Meta Platforms|Facebook]] acquired the service for approximately US$1&nbsp;billion in cash and stock. The [[Android (operating system)|Android]] version of Instagram was released in April 2012, followed by a feature-limited [[Desktop computer|desktop]] interface in November 2012, a [[Fire OS]] app in June 2014, an app for [[Windows 10]] in October 2016, and an app for [[iPadOS]] in September 2025. Although often admired for its success and influence, Instagram has also been criticized for negatively affecting teens' mental health, its policy and [[User interface|interface]] changes, its alleged [[censorship]], and illegal and inappropriate content uploaded by users.{{TOC limit}}

== History ==
{{For timeline}}
[[File:Instagram 2009.svg|thumb|Burbn logo from October 21, 2009, to October 12, 2010]]
Instagram began development in [[San Francisco]] as '''Burbn''', a mobile check-in app created by [[Kevin Systrom]] and [[Mike Krieger]]. On March 5, 2010, Systrom closed a $500,000 ({{Inflation|index=US-GDP|value=500000|start_year=2010|r=-2|fmt=eq}}) [[seed funding]] round with [[Baseline Ventures]] and [[Andreessen Horowitz]] while working on Burbn.<ref name="inc2011" /><ref>{{cite web |first=MG |last=Siegler |title=Burbn's Funding Goes Down Smooth. Baseline, Andreessen Back Stealthy Location Startup. |url=https://techcrunch.com/2010/03/05/burbn-funding/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=March 5, 2010 |access-date=April 12, 2017 |archive-date=August 17, 2020 |archive-url=https://web.archive.org/web/20200817181738/https://techcrunch.com/2010/03/05/burbn-funding/ |url-status=live }}</ref> Realizing that it was too similar to [[Foursquare City Guide|Foursquare]], they refocused their app on photo-sharing, which had become a popular feature among its users.<ref>{{cite news |first1=Somini |last1=Sengupta |first2=Nicole |last2=Perlroth |first3=Jenna |last3=Wortham |title=Behind Instagram's Success, Networking the Old Way |url=https://www.nytimes.com/2012/04/14/technology/instagram-founders-were-helped-by-bay-area-connections.html |archive-url=https://web.archive.org/web/20120414140051/http://www.nytimes.com/2012/04/14/technology/instagram-founders-were-helped-by-bay-area-connections.html |archive-date=April 14, 2012 |url-access=subscription |url-status=live |website=[[The New York Times]] |date=April 13, 2012 |access-date=April 12, 2017}}</ref><ref name="SY" /> They renamed it Instagram, a [[portmanteau]] of [[instant camera]] and [[telegram]].<ref>{{Cite web|url=http://finance.yahoo.com/news/5-most-popular-instagram-accounts-164126625.html|title=5 Of The Most Popular Instagram Accounts|date=August 18, 2014|publisher=Yahoo! Finance|access-date=February 10, 2020|archive-date=August 9, 2020|archive-url=https://web.archive.org/web/20200809061852/https://finance.yahoo.com/news/5-most-popular-instagram-accounts-164126625.html|url-status=live}}</ref>

=== 2010–2011: Beginnings and major funding ===
[[File:Instagram 2010.svg|thumb|Instagram wordmark from October 12, 2010, to December 14, 2010]]
Josh Riedel joined the company in October as Community Manager,<ref name="Employees">{{cite web |first=Alyson |last=Shontell |title=Meet The 13 Lucky Employees And 9 Investors Behind $1 Billion Instagram |url=http://www.businessinsider.com/instagram-employees-and-investors-2012-4 |website=[[Business Insider]] |date=April 9, 2012 |access-date=April 12, 2017 |archive-date=November 5, 2020 |archive-url=https://web.archive.org/web/20201105202419/https://www.businessinsider.com/instagram-employees-and-investors-2012-4 |url-status=live }}</ref> Shayne Sweeney joined in November as an engineer,<ref name="Employees" /> and Jessica Zollman joined as a Community Evangelist in August 2011.<ref name="Employees" /><ref>{{cite web |first=Gabriel |last=Beltrone |title=Instagram Surprises With Fifth Employee |url=http://www.adweek.com/digital/instagram-surprises-fifth-employee-133784/ |website=[[Adweek]] |publisher=Beringer Capital |date=July 29, 2011 |access-date=April 12, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809044658/https://www.adweek.com/digital/instagram-surprises-fifth-employee-133784/ |url-status=live }}</ref>

On October 21, 2009, the first web-based prototype of Burbn was released online, although it was basic and non-functional, it featured a registration waiting list. The first Burbn post was a photo of South Beach Harbor at Pier 38, posted by Mike Krieger at 5:26{{spaces}}p.m. on July{{spaces}}16, 2010.<ref>{{Cite web|title=Instagram post by Mike Krieger • Jul 16, 2010 at 5:26pm UTC|url=https://www.instagram.com/p/G/|access-date=February 10, 2020|website=Instagram|archive-date=December 8, 2016|archive-url=https://web.archive.org/web/20161208094529/https://www.instagram.com/p/G/|url-status=live}}</ref><ref name="SY">{{Cite magazine|url=https://time.com/4408374/instagram-anniversary/|title=Take a Look Back at Instagram's First Posts, Six Years Ago|magazine=Time|access-date=February 10, 2020|archive-date=November 14, 2020|archive-url=https://web.archive.org/web/20201114233059/https://time.com/4408374/instagram-anniversary/|url-status=live}}</ref> On October{{spaces}}6, 2010, the Burbn Beta [[iOS]] app was made available through the [[App Store (Apple)|App Store]], though this was still just a testing prototype only. The final stable non-beta version was officially released 6 days later, on '''October 12, 2010''' with a new name, Instagram. In February 2011, it was reported that Instagram had raised $7&nbsp;million ({{Inflation|index=US-GDP|value=7000000|start_year=2011|r=-0|fmt=eq}}) in [[Series A round|Series A]] funding from a variety of investors, including [[Benchmark (venture capital firm)|Benchmark Capital]], [[Jack Dorsey]], [[Chris Sacca]] (through Capital fund), and [[Adam D'Angelo]].<ref>{{cite web |first=MG |last=Siegler |title=Instagram Filters Through Suitors To Capture $7 Million in Funding Led By Benchmark |url=https://techcrunch.com/2011/02/02/instagram-funding/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=February 2, 2011 |access-date=April 22, 2017 |archive-date=August 18, 2012 |archive-url=https://web.archive.org/web/20120818070809/http://techcrunch.com/2011/02/02/instagram-funding/ |url-status=live }}</ref> The deal valued Instagram at around $20&nbsp;million. In April 2012, Instagram raised $50&nbsp;million ({{Inflation|index=US-GDP|value=50000000|start_year=2012|r=-4|fmt=eq}}) from venture capitalists with a valuation of $500&nbsp;million ({{Inflation|index=US-GDP|value=500000000|start_year=2012|r=-5|fmt=eq}}).<ref>{{cite web |first=Alexia |last=Tsotsis |title=Right Before Acquisition, Instagram Closed $50M at A$500M Valuation From Sequoia, Thrive, Greylock And Benchmark |url=https://techcrunch.com/2012/04/09/right-before-acquisition-instagram-closed-50m-at-a-500m-valuation-from-sequoia-thrive-greylock-and-benchmark/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=April 9, 2012 |access-date=April 22, 2017 |archive-date=October 23, 2020 |archive-url=https://web.archive.org/web/20201023104829/https://techcrunch.com/2012/04/09/right-before-acquisition-instagram-closed-50m-at-a-500m-valuation-from-sequoia-thrive-greylock-and-benchmark/ |url-status=live }}</ref> [[Joshua Kushner]] was the second largest investor in Instagram's Series B fundraising round, leading his investment firm, [[Thrive Capital]], to double its money after the sale to Facebook.<ref>{{cite web| last1=Bertoni | first1=Steven |title = The 26-Year-Old VC Who Cashed In On Instagram|url = https://www.forbes.com/sites/stevenbertoni/2012/05/02/the-26-year-old-vc-who-cashed-out-in-instagram/|website = Forbes|access-date = January 2, 2016|archive-date = November 6, 2020|archive-url = https://web.archive.org/web/20201106125652/https://www.forbes.com/sites/stevenbertoni/2012/05/02/the-26-year-old-vc-who-cashed-out-in-instagram/|url-status = live}}</ref>

=== 2012–2014: Additional platforms and acquisition by Facebook ===
[[File:Instagram wordmark.svg|thumb|Instagram wordmark from December 14, 2010, to May 2, 2013]]
On April 3, 2012, Instagram released a version of its [[Mobile app|app]] for [[Android (operating system)|Android]] phones,<ref name="Android launch">{{cite web |first=Alexia |last=Tsotsis |title=With Over 30 Million Users on iOS, Instagram Finally Comes To Android |url=https://techcrunch.com/2012/04/03/instagram-android-demum/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=April 3, 2012 |access-date=April 8, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108041717/https://techcrunch.com/2012/04/03/instagram-android-demum/ |url-status=live }}</ref><ref>{{cite web |first=Thomas |last=Houston |title=Instagram for Android now available |url=https://www.theverge.com/2012/4/3/2922607/instagram-for-android-available-in-google-play-store |website=[[The Verge]] |date=April 3, 2012 |access-date=April 8, 2017 |archive-date=November 11, 2020 |archive-url=https://web.archive.org/web/20201111223813/http://www.theverge.com/2012/4/3/2922607/instagram-for-android-available-in-google-play-store |url-status=live }}</ref> and it was downloaded more than one million times in less than one day.<ref>{{cite web |first=Jeff |last=Blagdon |title=Instagram for Android breaks 1 million downloads in less than a day |url=https://www.theverge.com/2012/4/4/2924600/instagram-android-1-million-downloads |website=[[The Verge]] |date=April 4, 2012 |access-date=April 22, 2017 |archive-date=September 18, 2017 |archive-url=https://web.archive.org/web/20170918020913/https://www.theverge.com/2012/4/4/2924600/instagram-android-1-million-downloads |url-status=live}}</ref> The Android app has since received two significant updates: first, in March 2014, which cut the file size of the app by half and added performance improvements;<ref>{{cite web |first=Karissa |last=Bell |title=Instagram Releases Faster, More Responsive Android App |url=http://mashable.com/2014/03/11/instagram-android-update/ |website=[[Mashable]] |date=March 11, 2014 |access-date=April 24, 2017 |archive-date=January 29, 2020 |archive-url=https://web.archive.org/web/20200129000546/https://mashable.com/2014/03/11/instagram-android-update/ |url-status=live }}</ref><ref>{{cite web |first=David |last=Cohen |title=Twice As Quick, Half As Large: Instagram Updates Android App |url=http://www.adweek.com/digital/instagram-android-5-1/ |website=[[Adweek]] |publisher=Beringer Capital |date=March 11, 2014 |access-date=April 24, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809051200/https://www.adweek.com/digital/instagram-android-5-1/ |url-status=live }}</ref> then in April 2017, to add an offline mode that allows users to view and interact with content without an Internet connection. At the time of the announcement, it was reported that 80% of Instagram's 600&nbsp;million users were located outside the U.S., and while the aforementioned functionality was live at its announcement, Instagram also announced its intention to make more features available offline, and that they were "exploring an iOS version". On April 9, 2012, [[Meta Platforms|Facebook, Inc.]] (now Meta Platforms) bought Instagram for $1&nbsp;billion ({{Inflation|index=US-GDP|value=1000000000|start_year=2012|r=-6|fmt=eq}}) in cash and stock,<ref>{{cite web |first=Bruce |last=Upbin |title=Facebook Buys Instagram For $1 Billion. Smart Arbitrage. |url=https://www.forbes.com/sites/bruceupbin/2012/04/09/facebook-buys-instagram-for-1-billion-wheres-the-revenue/ |website=[[Forbes]] |date=April 9, 2012 |access-date=April 22, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112043142/https://www.forbes.com/sites/bruceupbin/2012/04/09/facebook-buys-instagram-for-1-billion-wheres-the-revenue/ |url-status=live }}</ref><ref>{{cite web |first=Evelyn M. |last=Rusli |title=Facebook Buys Instagram for $1 Billion |url=https://dealbook.nytimes.com/2012/04/09/facebook-buys-instagram-for-1-billion/ |website=[[The New York Times]] |date=April 9, 2012 |access-date=April 22, 2017 |archive-date=April 11, 2012 |archive-url=https://web.archive.org/web/20120411095346/https://dealbook.nytimes.com/2012/04/09/facebook-buys-instagram-for-1-billion/ |url-status=live }}</ref><ref>{{cite web |first1=Alexei |last1=Oreskovic |first2=Gerry |last2=Shih |title=Facebook to buy Instagram for $1&nbsp;billion |url=https://www.reuters.com/article/us-facebook-idUSBRE8380M820120410 |work=[[Reuters]] |date=April 10, 2012 |access-date=April 22, 2017 |archive-date=November 16, 2020 |archive-url=https://web.archive.org/web/20201116000806/https://www.reuters.com/article/us-facebook-idUSBRE8380M820120410 |url-status=live }}</ref> with a plan to keep the company independently managed.<ref>{{cite web |first1=Josh |last1=Constine |first2=Kim-Mai |last2=Cutler |title=Facebook Buys Instagram For $1 Billion, Turns Budding Rival into Its Standalone Photo App |url=https://techcrunch.com/2012/04/09/facebook-to-acquire-instagram-for-1-billion/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=April 9, 2012 |access-date=April 22, 2017 |archive-date=October 25, 2020 |archive-url=https://web.archive.org/web/20201025202759/https://techcrunch.com/2012/04/09/facebook-to-acquire-instagram-for-1-billion/ |url-status=live }}</ref><ref>{{cite web |first=Thomas |last=Houston |title=Facebook to buy Instagram for $1&nbsp;billion |url=https://www.theverge.com/2012/4/9/2936375/facebook-buys-instagram |website=[[The Verge]] |date=April 9, 2012 |access-date=April 22, 2017 |archive-date=November 30, 2020 |archive-url=https://web.archive.org/web/20201130231550/https://www.theverge.com/2012/4/9/2936375/facebook-buys-instagram |url-status=live }}</ref><ref name="cnn-acquisition">{{cite web |author-link=Laurie Segall |first=Laurie |last=Segall |title=Facebook acquires Instagram for $1&nbsp;billion |url=https://money.cnn.com/2012/04/09/technology/facebook_acquires_instagram/ |website=[[CNNMoney]] |date=April 9, 2012 |access-date=January 15, 2026 |archive-date=November 11, 2020 |archive-url=https://web.archive.org/web/20201111201817/https://money.cnn.com/2012/04/09/technology/facebook_acquires_instagram/ |url-status=dead }}</ref> Britain's [[Office of Fair Trading]] approved the deal on August 14, 2012,<ref>{{cite web |title=Facebook's Instagram bid gets go-ahead from the OFT |url=https://www.bbc.com/news/business-19258608 |publisher=[[BBC]] |date=August 14, 2012 |access-date=April 22, 2017 |archive-date=April 26, 2019 |archive-url=https://web.archive.org/web/20190426120046/https://www.bbc.com/news/business-19258608 |url-status=live }}</ref> and on August 22, 2012, the [[Federal Trade Commission]] in the U.S. closed its investigation, allowing the deal to proceed.<ref>{{cite web |first=Alexei |last=Oreskovic |title=FTC clears Facebook's acquisition of Instagram |url=https://www.reuters.com/article/us-facebook-instagram-idUSBRE87L14W20120823 |work=[[Reuters]] |date=August 22, 2012 |access-date=April 22, 2017 |archive-date=November 3, 2020 |archive-url=https://web.archive.org/web/20201103002236/https://www.reuters.com/article/us-facebook-instagram-idUSBRE87L14W20120823 |url-status=live }}</ref> On September 6, 2012, the deal between Instagram and Facebook officially closed with a purchase price of $300&nbsp;million in cash and 23&nbsp;million  shares of stock.<ref name="zdnet" />
{{CSS image crop |Image = Pexels-photo-267350.jpg |bSize = 750 |cWidth = 250 |cHeight = 160 |oTop = 310 | Description = Instagram app icon from September 20, 2011, to May 11, 2016}}

The deal closed just before Facebook's scheduled [[initial public offering]] according to [[CNN]].<ref name="cnn-acquisition" /> The deal price was compared to the $35&nbsp;million [[Yahoo! Inc. (1995–2017)|Yahoo!]] paid for [[Flickr]] in 2005.<ref name="cnn-acquisition" /> [[Mark Zuckerberg]] said Facebook was "committed to building and growing Instagram independently".<ref name="cnn-acquisition" /> According to ''[[Wired (magazine)|Wired]]'', the deal netted Systrom $400&nbsp;million.<ref>{{cite magazine |first=Mike |last=Isaac |title=Exclusive: Facebook Deal Nets Instagram CEO $400 Million |url=https://www.wired.com/2012/04/facebook-buys-instagram/ |magazine=[[Wired (magazine)|Wired]] |date=April 9, 2012 |access-date=April 22, 2017 |archive-date=November 11, 2020 |archive-url=https://web.archive.org/web/20201111232355/http://www.wired.com/2012/04/facebook-buys-instagram/ |url-status=live }}</ref>

[[File:Instagram wordmark 2013.svg|thumb|Instagram wordmark from May 2, 2013, to 2015]]
In November 2012, Instagram launched website profiles, allowing anyone to see user feeds from a web browser with limited functionality,<ref>{{cite web |first=Ellis |last=Hamburger |title=Instagram launches web profiles, but maintains clear focus on mobile |url=https://www.theverge.com/2012/11/5/3605316/instagram-web-profiles |website=[[The Verge]] |date=November 5, 2012 |access-date=April 22, 2017 |archive-date=August 1, 2020 |archive-url=https://web.archive.org/web/20200801205154/https://www.theverge.com/2012/11/5/3605316/instagram-web-profiles |url-status=live }}</ref> as well as a selection of ''badges'', and [[web widget]] buttons to link to profiles.<ref>{{Cite web |date=November 21, 2012 |title=Instagram Launches Embeddable "Badges" To Help You Promote Your Beautiful Profile On The Web |url=https://techcrunch.com/2012/11/21/instagram-launches-embeddable-badges-to-help-you-promote-your-beautiful-profile-on-the-web/ |access-date=April 17, 2021 |website=[[TechCrunch]] |language=en-US |archive-date=April 21, 2021 |archive-url=https://web.archive.org/web/20210421163409/https://techcrunch.com/2012/11/21/instagram-launches-embeddable-badges-to-help-you-promote-your-beautiful-profile-on-the-web/ |url-status=live }}</ref> Since the app's launch it had used the [[Foursquare City Guide|Foursquare API]] technology to provide named location tagging. In March 2014, Instagram started to test and switch the technology to use [[Facebook Places]].<ref>{{cite web |first=Austin |last=Carr |title=Instagram Testing Facebook Places Integration To Replace Foursquare |url=https://www.fastcompany.com/3028166/instagram-testing-facebook-places-integration-to-replace-foursquare |work=[[Fast Company]] |date=March 25, 2014 |access-date=April 24, 2017 |archive-date=August 15, 2020 |archive-url=https://web.archive.org/web/20200815150350/https://www.fastcompany.com/3028166/instagram-testing-facebook-places-integration-to-replace-foursquare |url-status=live }}</ref><ref>{{cite web |first=Billy |last=Steele |title=Instagram is testing Facebook Places integration for location tagging |url=https://www.engadget.com/2014/03/25/instagram-tests-facebook-places/ |website=[[Engadget]] |publisher=[[AOL]] |date=March 25, 2014 |access-date=April 24, 2017 |archive-date=November 6, 2018 |archive-url=https://web.archive.org/web/20181106191636/https://www.engadget.com/2014/03/25/instagram-tests-facebook-places/ |url-status=live }}</ref>

{{anchor|overhaul}}
=== 2015–2017: Redesign and Windows app ===
[[File:Instagram wordmark 2015.svg|thumb|Instagram wordmark from 2015 to May 11, 2016]]
In June 2015, the desktop website [[user interface]] was redesigned to become more [[flat design|flat]] and [[minimalism#Software and UI design|minimalistic]], but with more screen space for each photo and to resemble the layout of Instagram's mobile website.<ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram is launching a redesigned website with bigger photos |url=https://www.theverge.com/2015/6/9/8753023/instagram-website-redesign-launching-bigger-photos |website=[[The Verge]] |date=June 9, 2015 |access-date=April 22, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108111027/http://www.theverge.com/2015/6/9/8753023/instagram-website-redesign-launching-bigger-photos |url-status=live }}</ref><ref>{{cite web |first=Napier |last=Lopez |title=Instagram for the Web is getting a cleaner, flatter redesign |url=https://thenextweb.com/apps/2015/06/09/instagram-for-the-web-is-getting-a-cleaner-flatter-redesign/ |website=The Next Web |date=June 9, 2015 |access-date=April 22, 2017 |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203032818/https://thenextweb.com/apps/2015/06/09/instagram-for-the-web-is-getting-a-cleaner-flatter-redesign/ |url-status=live }}</ref><ref>{{Cite news|last=Shadman|first=Aadil|title=Instagram on Web Just Got a Major Design Overhaul|url=https://propakistani.pk/2015/06/11/instagram-on-web-just-got-a-major-design-overhaul/|newspaper=Propakistani|date=June 11, 2015|access-date=September 25, 2019|archive-date=August 1, 2020|archive-url=https://web.archive.org/web/20200801200708/https://propakistani.pk/2015/06/11/instagram-on-web-just-got-a-major-design-overhaul/|url-status=live}}</ref> Furthermore, one row of pictures only has three instead of five photos to match the mobile layout. The ''slideshow banner''<ref>{{Cite web|url=https://beta.techcrunch.com/wp-content/uploads/2012/11/screen-shot-2012-11-05-at-9-39-20-am.png|title=Pre-2015 Instagram website layout screenshot.|access-date=September 25, 2019|archive-date=November 28, 2020|archive-url=https://web.archive.org/web/20201128193558/https://beta.techcrunch.com/wp-content/uploads/2012/11/screen-shot-2012-11-05-at-9-39-20-am.png|url-status=live}}</ref><ref>{{Cite web|url=http://lavozmarketing.com/wp-content/uploads/2013/03/Screen-shot-2013-03-08-at-3.12.12-PM-1024x605.png|title=Pre-June-2015 Instagram website layout screenshot with ''"slideshow banner"''|access-date=September 25, 2019|archive-date=April 30, 2023|archive-url=https://web.archive.org/web/20230430091403/https://lavozmarketing.com/wp-content/uploads/2013/03/Screen-shot-2013-03-08-at-3.12.12-PM-1024x605.png|url-status=live}}</ref> on the top of profile pages, which simultaneously slide-showed seven picture tiles of pictures posted by the user, alternating at different times in a random order, has been removed. In addition, the formerly angular profile pictures became circular.

[[File:Instagram logo 2016.svg|thumb|upright=0.6|Instagram icon from 2016 to 2022, when it was updated to include more saturated colors]]
In April 2016, Instagram released a [[Windows 10 Mobile]] app, after years of demand from Microsoft and the public to release an app for the platform.<ref>{{cite web |first=Tom |last=Warren |title=Nokia wants Instagram for Windows Phone, piles pressure on with #2InstaWithLove |url=https://www.theverge.com/2013/3/6/4070934/windows-phone-instagram-app-nokia-pressure |website=[[The Verge]] |date=March 6, 2013 |access-date=April 8, 2017 |archive-date=July 30, 2020 |archive-url=https://web.archive.org/web/20200730121028/http://www.theverge.com/2013/3/6/4070934/windows-phone-instagram-app-nokia-pressure |url-status=live }}</ref><ref>{{cite web |first=Daniel |last=Rubino |title=Nokia releases #2InstaWithLove social app to put some pressure on Instagram |url=http://www.windowscentral.com/nokia-releases-2instawithlov-social-app-pressure-instagram |website=Windows Central |publisher=Mobile Nations |date=March 5, 2013 |access-date=April 8, 2017 |archive-date=November 11, 2020 |archive-url=https://web.archive.org/web/20201111212649/http://www.windowscentral.com/nokia-releases-2instawithlov-social-app-pressure-instagram |url-status=live }}</ref> The platform previously had a [[Software release life cycle|beta version]] of Instagram, first released on November 21, 2013, for [[Windows Phone 8]].<ref>{{cite web |first=Tom |last=Warren |title=Official Instagram Windows Phone app arriving in the 'coming weeks' |url=https://www.theverge.com/2013/10/22/4863048/instagram-official-windows-phone-app |website=[[The Verge]] |date=October 22, 2013 |access-date=April 8, 2017 |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203033329/https://www.theverge.com/2013/10/22/4863048/instagram-official-windows-phone-app |url-status=live }}</ref><ref>{{cite web |first=Tom |last=Warren |title=Instagram arrives on Windows Phone, lacks video recording |url=https://www.theverge.com/2013/11/20/5125270/instagram-windows-phone-download-features-release |website=[[The Verge]] |date=November 20, 2013 |access-date=April 8, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112011120/http://www.theverge.com/2013/11/20/5125270/instagram-windows-phone-download-features-release |url-status=live }}</ref><ref>{{cite web |first=Stuart |last=Dredge |title=Instagram arrives on Windows Phone (and yes, you CAN take photos) |url=https://www.theguardian.com/technology/2013/nov/20/instagram-windows-phone-photos-videos |website=[[The Guardian]] |date=November 20, 2013 |access-date=April 8, 2017 |archive-date=August 2, 2020 |archive-url=https://web.archive.org/web/20200802042719/https://www.theguardian.com/technology/2013/nov/20/instagram-windows-phone-photos-videos |url-status=live }}</ref> The new app added support for videos (viewing and creating posts or stories, and viewing live streams), album posts and direct messages.<ref>{{cite web |first=Tom |last=Warren |title=Instagram launches on Windows 10 Mobile, finally gets video support |url=https://www.theverge.com/2016/4/28/11525396/instagram-windows-10-mobile-app |website=[[The Verge]] |date=April 28, 2016 |access-date=April 8, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108144010/http://www.theverge.com/2016/4/28/11525396/instagram-windows-10-mobile-app |url-status=live }}</ref> Similarly, an app for [[Windows 10]] personal computers and tablets was released in October 2016.<ref>{{cite web |first=Tom |last=Warren |title=Instagram arrives on Windows 10 PCs and tablets, still not on iPad |url=https://www.theverge.com/2016/10/14/13283082/instagram-arrives-on-windows-10-pcs-and-tablets-still-not-on-ipad |website=[[The Verge]] |date=October 14, 2016 |access-date=April 8, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108130205/http://www.theverge.com/2016/10/14/13283082/instagram-arrives-on-windows-10-pcs-and-tablets-still-not-on-ipad |url-status=live }}</ref><ref>{{cite web |first=Emil |last=Protalinski |title=Instagram launches for Windows 10 PCs and tablets |url=https://venturebeat.com/2016/10/13/instagram-launches-for-windows-10-pcs-and-tablets/ |website=[[VentureBeat]] |date=October 13, 2016 |access-date=April 8, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108194036/http://venturebeat.com/2016/10/13/instagram-launches-for-windows-10-pcs-and-tablets/ |url-status=live }}</ref> In May, Instagram updated its mobile website to allow users to upload photos, and to add a "lightweight" version of the Explore tab.<ref>{{cite web|url=https://www.theverge.com/2017/5/8/15562892/instagram-mobile-browser-photo-upload|title=You can now upload Instagram photos from its mobile website|last=Carman|first=Ashley|date=May 8, 2017|website=[[The Verge]]|access-date=May 9, 2017|archive-date=June 2, 2023|archive-url=https://web.archive.org/web/20230602181610/https://www.theverge.com/2017/5/8/15562892/instagram-mobile-browser-photo-upload|url-status=live}}</ref><ref>{{cite web|url=https://techcrunch.com/2017/05/08/instagram-mobile-web/|title=Instagram launches mobile web sharing to pursue global growth|last=Constine|first=Josh|date=May 8, 2017|website=[[TechCrunch]]|publisher=[[AOL]]|access-date=May 9, 2017|archive-date=June 2, 2023|archive-url=https://web.archive.org/web/20230602181833/https://techcrunch.com/2017/05/08/instagram-mobile-web/|url-status=live}}</ref>

[[File:200 Jefferson Drive.jpg|thumb|Instagram moved headquarters into its new, three-story office in [[Menlo Park, California]] (formerly home to [[PGP Corporation]]), on October 6, 2016, to celebrate its sixth birthday]]
On May 11, 2016, Instagram revamped its design, adding a black-and-white [[flat design]] theme for the app's [[user interface]], and a less [[skeuomorph]]istic, more [[:wikt:abstract|abstract]], "modern" and colorful icon.<ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram launches redesigned app and icon |url=https://www.theverge.com/2016/5/11/11656252/instagram-redesigns-icon-app |website=[[The Verge]] |date=May 11, 2016 |access-date=April 24, 2017 |archive-date=September 20, 2017 |archive-url=https://web.archive.org/web/20170920142602/https://www.theverge.com/2016/5/11/11656252/instagram-redesigns-icon-app |url-status=live }}</ref><ref>{{cite web |first=Sarah |last=Perez |title=Instagram's big redesign goes live with a colorful new icon, black-and-white app and more |url=https://techcrunch.com/2016/05/11/instagrams-big-redesign-goes-live-with-a-colorful-new-icon-black-and-white-app-and-more/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=May 11, 2016 |access-date=April 24, 2017 |archive-date=November 25, 2020 |archive-url=https://web.archive.org/web/20201125033237/https://consent.yahoo.com/v2/collectConsent?sessionId=3_cc-session_0967010b-c268-4976-ba80-a4a756cdb768 |url-status=live }}</ref><ref>{{cite news |first=James |last=Titcomb |title=Instagram is changing its iconic logo – here's why |url=https://www.telegraph.co.uk/technology/2016/05/11/instagram-is-changing-its-iconic-logo--heres-why/ |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/2016/05/11/instagram-is-changing-its-iconic-logo--heres-why/ |archive-date=January 10, 2022 |url-access=subscription |url-status=live |newspaper=[[The Daily Telegraph]] |date=May 11, 2016 |access-date=April 24, 2017}}{{cbignore}}</ref> Rumors of a redesign first started circulating in April, when ''[[The Verge]]'' received a screenshot from a tipster, but at the time, an Instagram spokesperson simply told the publication that it was only a concept.<ref>{{cite web |first=Casey |last=Newton |title=Instagram is testing a new black-and-white design |url=https://www.theverge.com/2016/4/26/11512718/instagram-redesign-black-white |website=[[The Verge]] |date=April 26, 2016 |access-date=April 24, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108125435/http://www.theverge.com/2016/4/26/11512718/instagram-redesign-black-white |url-status=live }}</ref> On December 6, 2016, Instagram introduced comment liking. However, unlike post likes, the user who posted a comment does not receive notifications about comment likes in their notification inbox. Uploaders can optionally decide to deactivate comments on a post.<ref>{{Cite web|url=https://www.bustle.com/articles/198593-how-to-turn-off-comments-for-a-post-on-instagram-avoid-all-the-drama-before|title=How To Turn Off Comments On Instagram|website=Bustle|date=December 6, 2016|access-date=October 4, 2019|archive-date=November 7, 2020|archive-url=https://web.archive.org/web/20201107162707/https://www.bustle.com/articles/198593-how-to-turn-off-comments-for-a-post-on-instagram-avoid-all-the-drama-before|url-status=live}}</ref><ref>{{Cite web|title=Instagram fights abuse with comment disabling and liking|url=https://techcrunch.com/2016/12/06/instagram-comment-blocking/|website=[[TechCrunch]]|date=December 6, 2016|access-date=December 19, 2019|archive-date=August 4, 2020|archive-url=https://web.archive.org/web/20200804181449/https://techcrunch.com/2016/12/06/instagram-comment-blocking/|url-status=live}}</ref><ref name="OBrien2016">{{Cite web|url=https://money.cnn.com/2016/12/06/technology/instagram-turn-off-comments/index.html|title=Instagram finally lets users disable comments|first=Sara Ashley|last=O'Brien|date=December 6, 2016|website=CNNMoney|access-date=October 4, 2019|archive-date=December 3, 2020|archive-url=https://web.archive.org/web/20201203033145/https://money.cnn.com/2016/12/06/technology/instagram-turn-off-comments/index.html|url-status=live}}</ref>

The mobile website allows uploading pictures since May 4, 2017. Image filters and the ability to upload videos were not introduced then.<!-- Whether they were introduced later is not mentioned in the sources.--><ref>{{cite web |last1=Zoll |first1=Keiko |title=Here's How To Use The New Instagram Mobile Website |url=https://www.romper.com/p/how-to-use-instagram-mobile-site-to-post-share-photos-without-the-app-56972 |website=Romper |language=en |date=May 10, 2017 |access-date=August 26, 2021 |archive-date=April 30, 2023 |archive-url=https://web.archive.org/web/20230430091403/https://www.romper.com/p/how-to-use-instagram-mobile-site-to-post-share-photos-without-the-app-56972 |url-status=live}}</ref><ref>{{cite web |title=You Can Now Upload Photos to Instagram Without the Mobile App |url=https://later.com/blog/post-to-instagram-from-web/ |website=Later Blog |access-date=August 26, 2021 |date=May 4, 2017 |archive-date=April 30, 2023 |archive-url=https://web.archive.org/web/20230430164553/https://later.com/blog/post-to-instagram-from-web/ |url-status=live}}</ref> On April 30, 2019, the [[Windows 10 Mobile]] app was discontinued, though the mobile website remains available as a [[progressive web application]] (PWA) with limited functionality. The app remains available on [[Windows 10]] computers and tablets, also updated to a PWA in 2020.

=== 2018–2019: IGTV, removal of the like counter, management changes ===
To comply with the [[GDPR]] regulations regarding [[data portability]], Instagram introduced the ability for users to download an archive of their user data in April 2018.<ref>{{Cite web|title=Instagram launches "Data Download" tool to let you leave|url=https://techcrunch.com/2018/04/24/instagram-export/|access-date=October 24, 2020|website=[[TechCrunch]]|date=April 24, 2018|language=en-US|archive-date=October 26, 2020|archive-url=https://web.archive.org/web/20201026140728/https://techcrunch.com/2018/04/24/instagram-export/|url-status=live}}</ref><ref>{{Cite web|last=Gartenberg|first=Chaim|date=April 24, 2018|title=Instagram adds new data download tool to export pictures and user information|url=https://www.theverge.com/2018/4/24/17276106/instagram-data-download-tool-export-privacy-gdpr-compliance|access-date=October 24, 2020|website=[[The Verge]]|language=en|archive-date=December 3, 2020|archive-url=https://web.archive.org/web/20201203043735/https://www.theverge.com/2018/4/24/17276106/instagram-data-download-tool-export-privacy-gdpr-compliance|url-status=live}}</ref><ref>{{Cite web|last=Canales|first=Katie|date=April 24, 2018|title=Instagram is rolling out a feature that will let you download all of your photos and past searches in one fell swoop|url=https://www.businessinsider.nl/instagram-data-download-feature-gdpr-privacy-photos-searches-2018-4/|access-date=October 24, 2020|website=[[Business Insider]]|archive-date=October 26, 2020|archive-url=https://web.archive.org/web/20201026224319/https://www.businessinsider.nl/instagram-data-download-feature-gdpr-privacy-photos-searches-2018-4/|url-status=live}}</ref> [[IGTV]] launched on June 20, 2018, as a standalone video application. The application was shut down and removed from app stores in March 2022, citing low usage and a shift to short-form video content.<ref>{{Cite web |last=Clark |first=Mitchell |date=March 1, 2022 |title=Instagram says it'll stop supporting the IGTV app |url=https://www.theverge.com/2022/2/28/22955646/instagram-shuts-down-separate-igtv-app-video-changes-reels-ads |access-date=November 7, 2023 |website=The Verge |language=en |archive-date=November 7, 2023 |archive-url=https://web.archive.org/web/20231107212124/https://www.theverge.com/2022/2/28/22955646/instagram-shuts-down-separate-igtv-app-video-changes-reels-ads |url-status=live}}</ref> On September 24, 2018, Krieger and Systrom announced in a statement they would be stepping down from Instagram.<ref>{{cite web|url=https://instagram-press.com/blog/2018/09/24/statement-from-kevin-systrom-instagram-co-founder-and-ceo/|title=Statement from Kevin Systrom, Instagram Co-Founder and CEO|last=Systrom|first=Kevin|work=Instagram |date=September 24, 2018|access-date=September 25, 2018|archive-date=September 25, 2018|archive-url=https://web.archive.org/web/20180925033205/https://instagram-press.com/blog/2018/09/24/statement-from-kevin-systrom-instagram-co-founder-and-ceo/|url-status=live}}</ref><ref>{{cite news|url=https://www.npr.org/2018/09/25/651383143/instagram-co-founders-to-step-down|title=Instagram Co-Founders To Step Down|last=Kesbeh|first=Dina|publisher=[[NPR]]|date=September 25, 2018|access-date=September 25, 2018|archive-date=October 27, 2020|archive-url=https://web.archive.org/web/20201027013158/https://www.npr.org/2018/09/25/651383143/instagram-co-founders-to-step-down|url-status=live}}</ref> On October 1, 2018, it was announced that [[Adam Mosseri]] would be the new head of Instagram.<ref>{{cite news |last1=Chozick |first1=Amy |title=This Is the Guy Who's Taking Away the Likes. |work=[[The New York Times]] |date=January 19, 2020 |page=1 |id={{Gale|A611692133}}}}</ref><ref>{{cite news|date=October 1, 2018|title=Former Facebook News Feed head Adam Mosseri to lead Instagram|publisher=[[NBC News]]|url=https://www.nbcnews.com/tech/tech-news/former-facebook-news-feed-head-adam-mosseri-lead-instagram-n915531|access-date=October 2, 2018|archive-date=November 24, 2020|archive-url=https://web.archive.org/web/20201124164827/https://www.nbcnews.com/tech/tech-news/former-facebook-news-feed-head-adam-mosseri-lead-instagram-n915531|url-status=live}}</ref><ref>{{cite news |last1=Constine |first1=Josh |title=Meet Adam Mosseri, the new head of Instagram |url=https://techcrunch.com/2018/10/01/adam-mosseri-head-of-instagram/ |publisher=[[TechCrunch]] |date=October 1, 2018 |access-date=October 2, 2018 |archive-date=October 20, 2020 |archive-url=https://web.archive.org/web/20201020182655/https://techcrunch.com/2018/10/01/adam-mosseri-head-of-instagram/ |url-status=live }}</ref>

During [[Facebook F8]], it was announced that Instagram would, beginning in Canada, pilot the removal of publicly displayed "[[Like button|like]]" counts for content posted by other users.<ref name="HP">{{Cite web|url=https://www.theverge.com/2019/4/30/18523847/instagram-hide-likes-test-canada|title=Instagram will test hiding public like counts in Canada|last=Carman|first=Ashley|date=April 30, 2019|website=[[The Verge]]|access-date=December 29, 2019|archive-date=November 11, 2020|archive-url=https://web.archive.org/web/20201111190831/http://www.theverge.com/2019/4/30/18523847/instagram-hide-likes-test-canada|url-status=live}}</ref> Like counts would only be visible to the user who originally posted the content. Mosseri stated that this was intended to have users "worry a little bit less about how many likes they're getting on Instagram and spend a bit more time connecting with the people that they care about."<ref>{{Cite news|url=https://www.washingtonpost.com/technology/2019/05/01/heres-why-instagram-is-going-hide-your-likes/?noredirect=on|title=Here's why Instagram is going to hide your 'likes'|last=Shaban|first=Hamza|date=May 1, 2019|newspaper=[[The Washington Post]]|access-date=May 1, 2019|archive-date=May 5, 2019|archive-url=https://web.archive.org/web/20190505203314/https://www.washingtonpost.com/technology/2019/05/01/heres-why-instagram-is-going-hide-your-likes/?noredirect=on|url-status=live}}</ref><ref name="RP">{{Cite news|url=https://www.bbc.com/news/world-49026935|title=Instagram hides likes count 'to remove pressure'|date=July 18, 2019|work=[[BBC News]]|access-date=December 29, 2019|archive-date=November 18, 2020|archive-url=https://web.archive.org/web/20201118130623/https://www.bbc.com/news/world-49026935|url-status=live}}</ref> It has been argued that low numbers of likes in relativity to others could contribute to a lower self-esteem in users.<ref name="RP" /><ref name="HP" /> The pilot began in May 2019, and was extended to 6 other markets in July.<ref name="RP" /><ref>{{Cite web|url=https://www.theverge.com/2019/7/17/20697943/instagram-hide-public-like-count-test-ireland-italy-japan-brazil-australia-new-zealand|title=Instagram expands its test to hide like counts|last=Carman|first=Ashley|date=July 17, 2019|website=[[The Verge]]|access-date=December 29, 2019|archive-date=November 7, 2020|archive-url=https://web.archive.org/web/20201107235225/https://www.theverge.com/2019/7/17/20697943/instagram-hide-public-like-count-test-ireland-italy-japan-brazil-australia-new-zealand|url-status=live}}</ref> The pilot was expanded worldwide in November 2019.<ref>{{Cite web|url=https://www.cnn.com/2019/11/14/tech/instagram-hiding-likes-globally/index.html|title=Instagram is now testing hiding likes worldwide|last=Yurieff|first=Kaya|date=November 14, 2019|publisher=[[CNN]]|access-date=December 29, 2019|archive-date=July 31, 2020|archive-url=https://web.archive.org/web/20200731120136/https://www.cnn.com/2019/11/14/tech/instagram-hiding-likes-globally/index.html|url-status=live}}</ref> Also in July 2019, Instagram announced that it would implement new features designed to reduce harassment and negative comments on the service.<ref name=Bryant2019>{{cite news |last1=Bryant |first1=Miranda |title=Instagram's anti-bullying AI asks users: 'Are you sure you want to post this?' |url=https://www.theguardian.com/technology/2019/jul/09/instagram-bullying-new-feature-do-you-want-to-post-this |work=[[The Guardian]] |date=July 9, 2019 |access-date=December 29, 2019 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112023430/https://www.theguardian.com/technology/2019/jul/09/instagram-bullying-new-feature-do-you-want-to-post-this |url-status=live }}</ref>

In August 2019, Instagram also began to pilot the removal of the "Following" tab from the app, which had allowed users to view a feed of the likes and comments made by users they follow. The change was made official in October, with head of product Vishal Shah stating that the feature was underused and that some users were "surprised" when they realized their activity was being surfaced in this manner.<ref>{{Cite web|url=https://www.theverge.com/2019/10/7/20903080/instagram-following-activity-tab-disappearing|title=Instagram's Following tab is going away this week|last=Lee|first=Dami|date=October 7, 2019|website=[[The Verge]]|access-date=December 29, 2019|archive-date=November 12, 2020|archive-url=https://web.archive.org/web/20201112032822/https://www.theverge.com/2019/10/7/20903080/instagram-following-activity-tab-disappearing|url-status=live}}</ref><ref>{{Cite web|url=https://www.mic.com/p/instagrams-following-tab-will-be-removed-for-all-users-19195621|title=Instagram will no longer snitch on your thirsty late-night likes|website=Mic|date=October 7, 2019|access-date=December 29, 2019|archive-date=October 25, 2020|archive-url=https://web.archive.org/web/20201025173435/https://www.mic.com/p/instagrams-following-tab-will-be-removed-for-all-users-19195621|url-status=live}}</ref> Instagram later restricted the ability to view public profiles without logging in, prompting users to sign in after viewing a limited number of posts. Following the change, after viewing a number of posts a pop-up requires the user to log in to continue viewing content.<ref>{{cite web |first1=Ravie |last1=Lakshmanan |title=Instagram now forces people to sign in to view public profiles |url=https://thenextweb.com/socialmedia/2019/10/28/instagram-now-forces-people-to-sign-in-to-view-public-profiles/ |access-date=May 31, 2020 |archive-url=https://web.archive.org/web/20191030012944/https://thenextweb.com/socialmedia/2019/10/28/instagram-now-forces-people-to-sign-in-to-view-public-profiles/ |archive-date=October 30, 2019 |url-status=live}}</ref><ref>{{cite web |first1=Karissa |last1=Bell |title=You can't lurk on Instagram anymore unless you're logged in |website=[[Mashable]] |url=https://mashable.com/article/instagram-requires-log-in-to-view-profiles/ |access-date=May 31, 2020 |archive-url=https://web.archive.org/web/20200520165740/https://mashable.com/article/instagram-requires-log-in-to-view-profiles/ |archive-date=May 20, 2020 |date= October 24, 2019 |url-status=live}}</ref>

In the same month, Instagram launched a separate app known as [[Threads (social network)|Threads]]. Similar to [[Snapchat]], the app allowed users to communicate through messaging and video chats.<ref>{{cite web |last=Yurieff |first=Kaya |date=October 3, 2019 |title=Instagram takes another page from Snapchat's playbook with new Threads app |url=https://edition.cnn.com/2019/10/03/tech/instagram-app-threads/index.html |work=CNN Business |access-date=July 9, 2023 |archive-date=July 9, 2023 |archive-url=https://web.archive.org/web/20230709200816/https://edition.cnn.com/2019/10/03/tech/instagram-app-threads/index.html |url-status=live }}</ref> It was integrated with Instagram's "Close friends" feature, so that users could send images, photos, and texts privately to others, and also had Instagram's photo editing system embedded into the app.<ref>{{Cite web |title=Instagram Threads App – Now Connect with your Close Friends More Conveniently |date=October 6, 2019 |url=https://www.digitalinformationworld.com/2019/10/instagram-threads-app-connect-with-close-friends-more-conveniently.html |access-date=July 10, 2023 |archive-date=August 16, 2023 |archive-url=https://web.archive.org/web/20230816050115/https://www.digitalinformationworld.com/2019/10/instagram-threads-app-connect-with-close-friends-more-conveniently.html |url-status=live }}</ref><ref>{{Cite web |last=Roettgers |first=Janko |date=October 3, 2019 |title=Instagram Launches Photo Messaging App Threads |url=https://variety.com/2019/digital/news/instagram-threads-messaging-app-1203357224/ |access-date=July 10, 2023 |website=Variety |language=en-US |archive-date=August 16, 2023 |archive-url=https://web.archive.org/web/20230816050115/https://variety.com/2019/digital/news/instagram-threads-messaging-app-1203357224/ |url-status=live }}</ref> However, Instagram discontinued this version of Threads in December 2021,<ref>{{cite web |last=Espósito |first=Filipe |date=November 17, 2021 |title=Instagram discontinuing its Threads direct messaging app next month |url=https://9to5mac.com/2021/11/17/instagram-discontinuing-its-threads-direct-messaging-app-next-month/ |work=9to5Mac |access-date=July 9, 2023 |archive-date=February 5, 2023 |archive-url=https://web.archive.org/web/20230205235008/https://9to5mac.com/2021/11/17/instagram-discontinuing-its-threads-direct-messaging-app-next-month/ |url-status=live }}</ref> mainly due to most of its features being rolled out on Instagram itself, as well as low usage compared to other social media applications.<ref>{{Cite web |last=Perez |first=Sarah |date=November 17, 2021 |title=Instagram will shut down its companion app Threads by year end |url=https://techcrunch.com/2021/11/17/instagram-will-shut-down-its-companion-app-threads-by-year-end/ |access-date=July 10, 2023 |website=TechCrunch |language=en-US |archive-date=October 6, 2023 |archive-url=https://web.archive.org/web/20231006122629/https://techcrunch.com/2021/11/17/instagram-will-shut-down-its-companion-app-threads-by-year-end/ |url-status=live }}</ref> Threads was not well-received among Instagram's user base. Since its launch, only approximately 220,000 users globally downloaded the app, which represented less than 0.1% of Instagram's monthly active users, indicating a lack of success in driving adoption.<ref>{{Cite web |last=Leskin |first=Paige |title=Fewer than 0.1% of Instagram users have bought into the hype of the platform's latest Snapchat competitor, Threads |url=https://www.businessinsider.com/instagram-threads-app-sees-low-downloads-compared-to-igtv-boomerang-2019-10 |access-date=July 10, 2023 |website=Business Insider |language=en-US |archive-date=August 17, 2023 |archive-url=https://web.archive.org/web/20230817185358/https://www.businessinsider.com/instagram-threads-app-sees-low-downloads-compared-to-igtv-boomerang-2019-10 |url-status=live }}</ref>

=== 2020–present ===
In March 2020, Instagram launched a new feature called "Co-Watching". The new feature allows users to share posts with each other over video calls. According to Instagram, they pushed forward the launch of Co-Watching in order to meet the demand for virtually connecting with friends and family due to [[social distancing]] as a result of the [[COVID-19 pandemic]].<ref>{{cite web|url=https://www.businessinsider.com/instagram-co-watching-feature-group-video-calling-sharing-posts-coronavirus-2020-3|title=Instagram has announced a new feature that lets you share posts over video chat, and the platform sped up the rollout to make it available now that more people are quarantining amid the coronavirus outbreak|work=[[Business Insider]]|access-date=March 24, 2020|archive-date=August 2, 2020|archive-url=https://web.archive.org/web/20200802033237/https://www.businessinsider.com/instagram-co-watching-feature-group-video-calling-sharing-posts-coronavirus-2020-3|url-status=live}}</ref>

In August 2020, Instagram began a [[pivot to video]], introducing a new feature called "[[Instagram Reels|Reels]]".<ref name="VoxReels">{{cite web|first1=Shirin|last1=Ghaffary|access-date=July 16, 2022|title=Reels is Facebook's TikTok clone — and its future|url=https://www.vox.com/recode/23002679/reels-facebook-tiktok-video|date=March 30, 2022|website=[[Vox (website)|Vox]]|archive-date=August 4, 2023|archive-url=https://web.archive.org/web/20230804104756/https://www.vox.com/recode/23002679/reels-facebook-tiktok-video|url-status=live}}</ref><ref>{{cite web|access-date=July 16, 2022|title=Instagram's pivot to video marks the end of social media as we know it|url=https://www.newstatesman.com/science-tech/2021/07/instagram-pivot-video-tiktok-mosseri-reels-marks-end-social-media-we-know-it|date=July 9, 2021|archive-date=June 8, 2023|archive-url=https://web.archive.org/web/20230608214218/https://www.newstatesman.com/science-tech/2021/07/instagram-pivot-video-tiktok-mosseri-reels-marks-end-social-media-we-know-it|url-status=live}}</ref><ref name="inputmagazine">{{cite web|first1=Annie|last1=Rauwerda|access-date=July 16, 2022|title=Meta says pivot to video is working as it shoves Reels in front of users|url=https://www.inputmag.com/tech/meta-facebook-pivot-to-video-instagram-reels|website=Input|date=April 2022 |archive-url=https://web.archive.org/web/20220402165531/https://www.inputmag.com/tech/meta-facebook-pivot-to-video-instagram-reels|archive-date=April 2, 2022}}</ref> The intent was to compete with the video-sharing site [[TikTok]].<ref name="inputmagazine" /><ref>{{Cite web|url=https://www.businessofbusiness.com/articles/instagram-reels-tiktok-data-snapchat-influencers/|title=A look inside Reels: Can Instagram's new feature beat TikTok?|website=businessofbusiness.com|date=August 11, 2020|access-date=November 12, 2020|archive-date=November 16, 2020|archive-url=https://web.archive.org/web/20201116185751/https://www.businessofbusiness.com/articles/instagram-reels-tiktok-data-snapchat-influencers/|url-status=live}}</ref><ref name="VoxReels" /> Instagram also added suggested posts in August 2020. After scrolling through posts from the past 48 hours, Instagram displays [[Infinite scrolling|endless posts]] related to their interests from accounts they do not follow.<ref name="Carman2020">{{Cite web|last=Carman|first=Ashley|date=August 19, 2020|title=Instagram rolls out suggested posts to keep you glued to your feed|url=https://www.theverge.com/2020/8/19/21373809/instagram-suggested-posts-update-end-feed|access-date=October 23, 2020|website=[[The Verge]]|language=en|archive-date=November 23, 2020|archive-url=https://web.archive.org/web/20201123172611/https://www.theverge.com/2020/8/19/21373809/instagram-suggested-posts-update-end-feed|url-status=live}}</ref> In February 2021, Instagram began testing a new feature called Vertical Stories, said by some sources to be inspired by [[TikTok]].<ref>{{Cite web|date=February 3, 2021|title=Instagram Testing TikTok-Inspired Vertical Stories in Its App|url=https://www.iphonehacks.com/2021/02/instagram-testing-vertical-stories.html|access-date=February 4, 2021|website=iPhone Hacks {{!}} #1 iPhone, iPad, iOS Blog|language=en-US|archive-date=February 3, 2021|archive-url=https://web.archive.org/web/20210203213656/https://www.iphonehacks.com/2021/02/instagram-testing-vertical-stories.html}}</ref> The same month, they also began testing the removal of ability to share feed posts to stories.<ref>{{Cite web|date=February 3, 2021|title=Instagram removing the option to share posts in Stories for some users|url=https://www.independent.co.uk/life-style/gadgets-and-tech/instagram-stories-feed-post-share-test-b1797170.html|access-date=February 4, 2021|website=[[The Independent]]|language=en|archive-date=April 7, 2022|archive-url=https://web.archive.org/web/20220407134321/https://www.independent.co.uk/life-style/gadgets-and-tech/instagram-stories-feed-post-share-test-b1797170.html|url-status=live}}</ref> In March 2021, Instagram launched a new feature in which four people can go live at once.<ref>{{Cite web|last=Carman|first=Ashley|date=March 1, 2021|title=Instagram's new Live Rooms feature lets up to four people go live at once|url=https://www.theverge.com/2021/3/1/22306984/instagram-live-rooms-launch-video|access-date=March 1, 2021|website=[[The Verge]]|language=en|archive-date=June 6, 2023|archive-url=https://web.archive.org/web/20230606175131/https://www.theverge.com/2021/3/1/22306984/instagram-live-rooms-launch-video|url-status=live}}</ref> Instagram also announced that adults would not be allowed to message teens who don't follow them as part of a series of new child safety policies.<ref name="HK">{{Cite news|date=March 16, 2021|title=Jack Ma's SCMP Joins Hong Kong Media Groups Facing China Control|language=en|publisher=[[Bloomberg News|Bloomberg L.P.]]|url=https://www.bloomberg.com/news/articles/2021-03-16/jack-ma-s-scmp-joins-hong-kong-media-groups-facing-china-control|access-date=March 16, 2021|archive-date=March 16, 2021|archive-url=https://web.archive.org/web/20210316184918/https://www.bloomberg.com/news/articles/2021-03-16/jack-ma-s-scmp-joins-hong-kong-media-groups-facing-china-control|url-status=live}}</ref><ref name="DF">{{Cite web|last=Klar|first=Rebecca|date=March 16, 2021|title=Instagram to restrict direct messages between teens and adults they don't follow|url=https://thehill.com/policy/technology/543280-instagram-to-restrict-direct-messages-between-teens-and-adults-they-dont|access-date=March 16, 2021|website=[[The Hill (newspaper)|The Hill]]|language=en|archive-date=April 30, 2023|archive-url=https://web.archive.org/web/20230430164555/https://thehill.com/policy/technology/543280-instagram-to-restrict-direct-messages-between-teens-and-adults-they-dont/|url-status=live}}</ref><ref name="IS">{{Cite web|title=Instagram stops adults from DMing teens who don't follow them|url=https://www.engadget.com/instagram-restricts-adult-dms-to-teens-140416475.html|access-date=March 16, 2021|website=Engadget|date=March 16, 2021|language=en-US|archive-date=June 7, 2023|archive-url=https://web.archive.org/web/20230607202620/https://www.engadget.com/instagram-restricts-adult-dms-to-teens-140416475.html|url-status=live}}</ref><ref>{{Cite web|title=A safe version of Instagram|url=https://netmag.pk/a-safe-version-of-instagram/|access-date=April 22, 2021|website=NetMag|date=March 20, 2021|language=en-US|archive-date=April 30, 2023|archive-url=https://web.archive.org/web/20230430170058/https://netmag.pk/a-safe-version-of-instagram/|url-status=live}}</ref>

In May 2021, Instagram began allowing users in some regions to add pronouns to their profile page.<ref>{{Cite tweet |user=instagram |title=Add pronouns to your profile ✨ |number=1392176784028749824 |date=May 11, 2021}}</ref><ref>{{Cite web |last=Carman |first=Ashley |date=May 11, 2021 |title=Instagram will let people list their pronouns on their profiles |url=https://www.theverge.com/2021/5/11/22431055/instagram-pronoun-profile-update-setting |access-date=May 15, 2021 |website=[[The Verge]] |language=en |archive-date=April 30, 2023 |archive-url=https://web.archive.org/web/20230430164552/https://www.theverge.com/2021/5/11/22431055/instagram-pronoun-profile-update-setting |url-status=live}}</ref> On October 4, 2021, Meta services suffered [[2021 Facebook outage|their worst outage]] since 2008, bringing down Instagram, [[Facebook]], and [[WhatsApp]].<ref>{{Cite web|last=Subin|first=Samantha|date=October 4, 2021|title=Facebook is suffering its worst outage since 2008|url=https://www.cnbc.com/2021/10/04/facebook-instagram-and-whatsapp-are-down.html|access-date=October 4, 2021|publisher=[[CNBC]]|archive-date=October 4, 2021|archive-url=https://web.archive.org/web/20211004212815/https://www.cnbc.com/2021/10/04/facebook-instagram-and-whatsapp-are-down.html|url-status=live}}</ref><ref>{{Cite news|date=October 4, 2021|title=Facebook, WhatsApp, Instagram suffer worldwide outage|agency=[[Associated Press]]|url=https://apnews.com/article/facebook-whatsapp-instagram-outage-8b9d3862ed957029e545182a595fdce1|access-date=October 4, 2021|archive-date=October 8, 2021|archive-url=https://web.archive.org/web/20211008174023/https://apnews.com/article/facebook-whatsapp-instagram-outage-8b9d3862ed957029e545182a595fdce1|url-status=live}}</ref> Security experts identified the problem as possibly being [[Domain Name System|DNS]]-related.<ref>{{Cite web|last1=Duffy|first1=Clare|last2=Lyngaas|first2=Sean|date=October 4, 2021|title=Facebook, Instagram, WhatsApp go down|url=https://www.cnn.com/2021/10/04/tech/facebook-instagram-whatsapp-outage/index.html|access-date=October 4, 2021|website=[[CNN Business]]|archive-date=October 4, 2021|archive-url=https://web.archive.org/web/20211004170507/https://www.cnn.com/2021/10/04/tech/facebook-instagram-whatsapp-outage/index.html|url-status=live}}</ref> On March 17, 2022, Zuckerberg confirmed plans to add [[non-fungible token]]s (NFTs) to the platform.

In April 2022, Instagram began testing the removal of the ability to see "recent" posts from various hashtags.<ref>{{cite web |last=Malik |first=Aisha |date=April 19, 2022 |title=Instagram test removes 'Recent' tab from hashtag pages for some users |url=https://techcrunch.com/2022/04/19/instagram-removes-recent-tab-hashtag-pages/ |url-status=live |archive-url=https://web.archive.org/web/20231018172631/https://techcrunch.com/2022/04/19/instagram-removes-recent-tab-hashtag-pages/ |archive-date=October 18, 2023 |access-date=October 5, 2023 |work=Tech Crunch |publisher=Yahoo}}</ref> This change became permanent and system wide a year later, and now hashtags can only be used to see a selection of curated content from "top" users.<ref>{{cite news |date=August 22, 2022 |title=Instagram Recent Tab to be axed from hashtag search! Here's why |url=https://tech.hindustantimes.com/tech/news/instagram-recent-tab-to-be-axed-from-hashtag-search-here-s-why-71650536449500.html |url-status=live |archive-url=https://web.archive.org/web/20231018172631/https://tech.hindustantimes.com/tech/news/instagram-recent-tab-to-be-axed-from-hashtag-search-here-s-why-71650536449500.html |archive-date=October 18, 2023 |access-date=October 5, 2023 |newspaper=Hindustan Times}}</ref> These changes are ostensibly an attempt to hinder the spread of misinformation, while Instagram has also repeatedly stated that hashtags do not help posts get views.<ref>{{cite news |last=Guekjian |first=Mireille |date=April 20, 2022 |title=New insights reveal that Instagram hashtags don't really increase post engagement |url=https://itp.live/news/social-media/new-insights-reveal-that-instagram-hashtags-dont-really-increase-post-engagement |url-status=live |archive-url=https://web.archive.org/web/20231018172632/https://itp.live/news/social-media/new-insights-reveal-that-instagram-hashtags-dont-really-increase-post-engagement |archive-date=October 18, 2023 |access-date=October 5, 2023 |work=ITP Live |publisher=ITP Media Group}}</ref>

In September 2022, [[Republic of Ireland|Ireland]]'s [[Data Protection Commissioner|Data Protection Commission]] fined the company $402 million under privacy laws recently adopted by the [[European Union]] over how it handled the privacy data of minors.<ref>{{Cite web |date=September 5, 2022 |title=Instagram fined €405M for violating kids' privacy |url=https://www.politico.eu/article/instagram-fined-e405m-for-violating-kids-privacy/ |access-date=September 6, 2022 |website=[[Politico]] |language=en-US |archive-date=September 1, 2023 |archive-url=https://web.archive.org/web/20230901193219/https://www.politico.eu/article/instagram-fined-e405m-for-violating-kids-privacy/ |url-status=live }}</ref><ref>{{Cite web |last=Hagstrom |first=Anders |date=September 6, 2022 |title=Europe fines Instagram $402 million for 'mishandling' children's data |url=https://www.foxbusiness.com/economy/europe-fines-instagram-mishandling-childrens-data |access-date=September 6, 2022 |website=FOXBusiness |language=en-US |archive-date=April 29, 2023 |archive-url=https://web.archive.org/web/20230429121409/https://www.foxbusiness.com/economy/europe-fines-instagram-mishandling-childrens-data |url-status=live }}</ref><ref>{{Cite web |last=Pierce |first=David |date=September 5, 2022 |title=Instagram was fined $402 million for mishandling teens' data in the EU |url=https://www.theverge.com/2022/9/5/23338081/instagram-eu-fine-ireland-kids-data |access-date=September 6, 2022 |website=[[The Verge]] |language=en |archive-date=September 20, 2023 |archive-url=https://web.archive.org/web/20230920122418/https://www.theverge.com/2022/9/5/23338081/instagram-eu-fine-ireland-kids-data |url-status=live }}</ref> After being trialled in mid-2022,<ref>{{cite web |last1=Christison |first1=Colleen |title=Instagram Notes Explained: What the Heck Are They For? |url=https://blog.hootsuite.com/instagram-notes/ |website=Hootsuite |date=December 14, 2022 |access-date=April 2, 2023 |archive-date=August 22, 2023 |archive-url=https://web.archive.org/web/20230822180803/https://blog.hootsuite.com/instagram-notes/ |url-status=live }}</ref> Instagram introduced Notes in December 2022. This feature allows users to share updates as short text posts of up to 60 characters with certain people, who can then reply to them using messaging on Instagram.<ref>{{cite web |title=Share a note with others on Instagram |url=https://help.instagram.com/427590629371317/?cms_platform=android-app&helpref=platform_switcher |website=Instagram |access-date=April 2, 2023 |archive-date=June 1, 2023 |archive-url=https://web.archive.org/web/20230601220137/http://help.instagram.com/427590629371317/?cms_platform=android-app&helpref=platform_switcher |url-status=live }}</ref><ref>{{cite web |title=New Sharing Features on Instagram: Notes, Group Profiles and More |date=December 13, 2022 |url=https://about.fb.com/news/2022/12/sharing-features-on-instagram-notes-group-profiles-and-more/ |publisher=Meta |access-date=April 2, 2023 |archive-date=August 31, 2023 |archive-url=https://web.archive.org/web/20230831024054/https://about.fb.com/news/2022/12/sharing-features-on-instagram-notes-group-profiles-and-more/ |url-status=live }}</ref>

In February 2023, Instagram introduced a new feature allowing users to browse and post GIFs in their comments.<ref>{{cite news |url=https://indianexpress.com/article/technology/tech-news-technology/instagram-lets-users-post-gifs-in-comments-8452495/ |title=Instagram lets users post GIFs in comments: Here's how to do it |newspaper=[[The Indian Express]] |date=February 23, 2023 |access-date=May 16, 2023 |url-access=subscription |archive-date=May 16, 2023 |archive-url=https://web.archive.org/web/20230516000157/https://indianexpress.com/article/technology/tech-news-technology/instagram-lets-users-post-gifs-in-comments-8452495/ |url-status=live}}</ref> Also in February 2023, [[Mark Zuckerberg|Zuckerberg]] announced that Meta would start selling blue "verified" badges on Instagram and Facebook.<ref>{{Cite web |last=Dellatto |first=Marisa |title=Meta Launching $12-Per-Month Verification Service—Following Twitter's Lead |url=https://www.forbes.com/sites/marisadellatto/2023/02/19/meta-launching-12-per-month-verification-service-following-twitters-lead/ |access-date=March 24, 2023 |website=[[Forbes]] |language=en |archive-date=March 30, 2023 |archive-url=https://web.archive.org/web/20230330152714/https://www.forbes.com/sites/marisadellatto/2023/02/19/meta-launching-12-per-month-verification-service-following-twitters-lead/ |url-status=live }}</ref>

On July 5, 2023, [[Meta Platforms|Meta]] launched [[Threads (social network)|Threads]], a social network platform connected to Instagram that allows users to make public [[Microblogging|shortform blog posts]] comprising text, photos, and videos, as well as to converse with other users and [[Reblogging|reblog]] other users' posts. Threads aims to compete with [[Twitter]].<ref>{{cite web |access-date=July 4, 2023 |date=July 3, 2023 |first=Filipe |language=en-US |last=Espósito |title=Meta to launch its new Threads app this week as Twitter falls apart |url=https://9to5mac.com/2023/07/03/meta-threads-launch/ |website=9to5Mac |archive-date=July 4, 2023 |archive-url=https://web.archive.org/web/20230704000735/https://9to5mac.com/2023/07/03/meta-threads-launch/ |url-status=live}}</ref><ref>{{Cite news |last=Isaac |first=Mike |date=July 4, 2023 |title=Meta's 'Twitter Killer' App Is Coming |language=en-US |work=[[The New York Times]] |url=https://www.nytimes.com/2023/07/03/technology/meta-app-twitter.html |access-date=July 4, 2023 |archive-date=July 4, 2023 |archive-url=https://web.archive.org/web/20230704005605/https://www.nytimes.com/2023/07/03/technology/meta-app-twitter.html |url-status=live}}</ref><ref>{{Cite web |last=Kelly |first=Samantha |date=July 6, 2023 |title=Meta officially launches Twitter rival Threads. 30 million have joined already |url=https://edition.cnn.com/2023/07/05/tech/meta-twitter-threads-app-instagram |access-date=July 9, 2023 |work=CNN Business |language=en |archive-date=July 9, 2023 |archive-url=https://web.archive.org/web/20230709014722/https://edition.cnn.com/2023/07/05/tech/meta-twitter-threads-app-instagram |url-status=live}}</ref> In December 2023, Instagram launched a podcast titled "Close Friends Only" featuring conversations among celebrities.<ref name="CU">{{Cite web |last=Hutchinson |first=Andrew |date=December 7, 2023 |title=Instagram Launches New 'Close Friends Only' Podcast to Showcase Celebrity Users |url=https://www.socialmediatoday.com/news/instagram-launches-close-friends-podcast-showcase-celebrity/701924/ |access-date=October 14, 2024 |website=Social Media Today |language=en-US}}</ref> The first episode featured rappers [[Ice Spice]] and [[Doja Cat]].<ref name="CU" /> Subsequent episodes in June and August 2024 featured [[Reneé Rapp]], [[Rachel Sennott]], [[Megan Thee Stallion]] and [[GloRilla]].<ref>{{Cite web |last=Cavender |first=Elena |date=June 27, 2024 |title=Reneé Rapp and Rachel Sennott talk finstas and flirting on Instagram's 'Close Friends Only' podcast |url=https://mashable.com/article/renee-rapp-rachel-sennott-instagram-close-friends-podcast?test_uuid=01iI2GpryXngy77uIpA3Y4B&test_variant=b |access-date=October 14, 2024 |website=Mashable |language=en |archive-date=February 20, 2025 |archive-url=https://web.archive.org/web/20250220095412/https://mashable.com/article/renee-rapp-rachel-sennott-instagram-close-friends-podcast?test_uuid=01iI2GpryXngy77uIpA3Y4B&test_variant=b |url-status=live }}</ref><ref>{{Cite magazine |last=Saponara |first=Michael |date=August 13, 2024 |title=Megan Thee Stallion & GloRilla Joke About Not Being 'Close Friends' on Instagram |url=https://www.billboard.com/music/rb-hip-hop/megan-thee-stallion-glorilla-close-friends-podcast-teaser-1235752021/ |access-date=October 14, 2024 |magazine=Billboard |language=en-US |archive-date=September 6, 2024 |archive-url=https://web.archive.org/web/20240906181426/https://www.billboard.com/music/rb-hip-hop/megan-thee-stallion-glorilla-close-friends-podcast-teaser-1235752021/ |url-status=live }}</ref>

[[File:Instagram Metrocard.jpg|thumb|Instagram Metrocard, an advertisement Metrocard, which was the last one New York City Transit Authority did.]]
In April 2024, Instagram announced that they would start testing new tools "within weeks" to fight [[sextortion]], a form of blackmail involving intimate pictures sent online.<ref>{{Cite news |date=April 11, 2024 |title=Instagram to test new tools to fight so-called sextortion |url=https://www.bbc.com/news/technology-68778834 |access-date=May 1, 2024 |language=en-GB |archive-date=May 1, 2024 |archive-url=https://web.archive.org/web/20240501075003/https://www.bbc.com/news/technology-68778834 |url-status=live }}</ref> On August 2, 2024, [[Turkey]] blocked Instagram after the platform deleted posts from users offering condolences for the [[Assassination of Ismail Haniyeh|death of Hamas leader Ismail Haniyeh]].<ref>{{Cite web |title=Turkey blocks Instagram amid 'censorship' row |url=https://www.aljazeera.com/news/2024/8/2/turkey-blocks-instagram-after-censorship-row |access-date=August 2, 2024 |publisher=Al Jazeera |language=en |archive-date=August 2, 2024 |archive-url=https://web.archive.org/web/20240802083523/https://www.aljazeera.com/news/2024/8/2/turkey-blocks-instagram-after-censorship-row |url-status=live }}</ref><ref>{{Cite web |date=August 2, 2024 |title=Turkey blocks access to Instagram. It's in response to removal of posts on Hamas chief, reports say |url=https://apnews.com/article/turkey-instagram-access-blocked-771ed7c9bfcd5e1019eeae6f02e59693 |access-date=August 2, 2024 |website=AP News |language=en |archive-date=August 2, 2024 |archive-url=https://web.archive.org/web/20240802090400/https://apnews.com/article/turkey-instagram-access-blocked-771ed7c9bfcd5e1019eeae6f02e59693 |url-status=live }}</ref> In December 2024, Instagram and [[Metropolitan Transportation Authority|MTA]] collaborated and sold [[MetroCard|Metrocards]] ft. creators such as [[New York Nico]], [[Overheard in New York]], and SubwayTakes.<ref>{{Cite web |title=MTA Announces Final Commemorative Limited Edition MetroCards in Partnership with Instagram Featuring Iconic New York Content Creators |url=https://new.mta.info/press-release/mta-announces-final-commemorative-limited-edition-metrocards-partnership-instagram |access-date=December 11, 2024 |website=MTA |language=en |archive-date=December 11, 2024 |archive-url=https://web.archive.org/web/20241211185353/https://new.mta.info/press-release/mta-announces-final-commemorative-limited-edition-metrocards-partnership-instagram |url-status=dead }}</ref>

On September 3, 2025, Instagram launched a native iPadOS app, which before relied on the iOS app and did not utilize the larger screen size of tablets.<ref>{{cite web | title=Instagram is finally launching an iPad app | url=https://techcrunch.com/2025/09/03/instagram-is-finally-launching-an-ipad-app/ | date=September 3, 2025 | access-date=September 3, 2025 | website=Techcrunch | language=en | archive-date=September 3, 2025 | archive-url=https://web.archive.org/web/20250903164307/https://techcrunch.com/2025/09/03/instagram-is-finally-launching-an-ipad-app/ | url-status=live }}</ref>

In February 2026, Meta announced a new safety feature on Instagram that will alert parents if their teenage children repeatedly search for content related to suicide or self‑harm, as part of expanded parental supervision tools amid legal scrutiny of its impact on youth.<ref>{{Cite web |last=Vanian |first=Jonathan |date=2026-02-26 |title=Instagram to start parent alerts for teen suicide, self-harm searches as Meta trials continue |url=https://www.cnbc.com/2026/02/26/instagram-parent-alerts-teen-suicide-meta-trial.html |access-date=2026-02-28 |website=CNBC |language=en}}</ref>

Meta scheduled an end of support for [[end-to-end encryption]] in Instagram direct messaging in May 2026.<ref>{{Cite web |last=DiBenedetto |first=Chase |date=2026-03-14 |title=Meta discontinues end-to-end encryption on Instagram |url=https://mashable.com/article/instagram-meta-end-to-end-encryption |access-date=2026-03-17 |website=Mashable |language=en}}</ref><ref>{{Cite web |last=Jungco |first=Kezia |date=2026-03-16 |title=Instagram Users Urged to Save Encrypted DMs Before Feature Disappears |url=https://www.techrepublic.com/article/news-meta-instagram-end-to-end-encryption-chat-shutdown-2026/ |access-date=2026-03-17 |website=TechRepublic |language=en-US}}</ref><ref>{{Cite web |last=McCurdy |first=Will |date=2026-03-14 |title=Meta to Axe End-to-End Encryption for Instagram Messaging |url=https://www.pcmag.com/news/meta-to-axe-end-to-end-encryption-for-instagram-messaging |access-date=2026-03-17 |website=PCMAG |language=en}}</ref>

== Features and tools ==
[[File:Instagram versione (santa fiora, peschiera).jpg|thumb|right|An original photograph (left) is automatically cropped to a square by Instagram, and has a filter added at the selection of the user (right).]]
[[File:Instagram Filters 2011.jpg|thumb|right|A photo collage of an unprocessed image (top left) modified with the 16 different [[#Photographic filters|Instagram filters]] available in 2011]]
Users can upload photographs and short videos, follow other users' feeds,<ref>{{cite web|last=Buck|first=Stephanie|date=May 30, 2012|title=The Beginner's Guide to Instagram|url=https://www.yahoo.com/news/beginners-guide-instagram-220028085.html|archive-url=https://web.archive.org/web/20160429065837/https://www.yahoo.com/news/beginners-guide-instagram-220028085.html|archive-date=April 29, 2016|access-date=April 22, 2017|publisher=[[Yahoo! News]]}}</ref> and [[geotag]] images with the name of a location.<ref>{{cite web |title=Posting & Adding Locations |url=https://help.instagram.com/488619974671134 |website=Instagram Help |publisher=Instagram |access-date=April 22, 2017 |archive-date=September 20, 2020 |archive-url=https://web.archive.org/web/20200920215550/https://help.instagram.com/488619974671134 |url-status=live }}</ref> Users can set their account as "private", thereby requiring that they approve any new follower requests.<ref>{{cite web |first=Megan |last=Grant |title=How To Remove Followers On Instagram, As Long As You Have A Private Account |url=https://www.bustle.com/articles/198566-how-to-remove-followers-on-instagram-as-long-as-you-have-a-private-account |website=[[Bustle (magazine)|Bustle]] |publisher=Bustle Digital Group |date=December 6, 2016 |access-date=December 7, 2017 |archive-date=August 1, 2020 |archive-url=https://web.archive.org/web/20200801215522/https://www.bustle.com/articles/198566-how-to-remove-followers-on-instagram-as-long-as-you-have-a-private-account |url-status=live }}</ref> Users can connect their Instagram account to other social networking sites, enabling them to share uploaded photos to those sites.<ref>{{cite web |first=Dan |last=Frommer |title=Here's How To Use Instagram |url=http://www.businessinsider.com/instagram-2010-11 |website=[[Business Insider]] |date=November 1, 2010 |access-date=April 22, 2017 |archive-date=August 23, 2015 |archive-url=https://web.archive.org/web/20150823060105/http://www.businessinsider.com/instagram-2010-11 |url-status=live }}</ref> In September 2011, a new version of the app included new and live [[Photographic filter|filters]], instant [[Tilt–shift photography|tilt–shift]], high-resolution photographs, optional borders, one-click rotation, and an updated icon.<ref>{{cite web |first=Jennifer |last=Van Grove |title=Instagram 2.0 Launches: A Faster App With Live Filters & Hi-Res Photos |url=http://mashable.com/2011/09/20/instagram-version-2/ |website=[[Mashable]] |date=September 20, 2011 |access-date=April 22, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809132807/https://mashable.com/2011/09/20/instagram-version-2/ |url-status=live }}</ref><ref>{{cite magazine |first=Duncan |last=Geere |title=Instagram Adds High-Res Photos, New Filters in Version 2.0 |url=https://www.wired.com/2011/09/instagram-update/ |magazine=[[Wired (magazine)|Wired]] |date=September 20, 2011 |access-date=April 22, 2017 |archive-date=September 5, 2020 |archive-url=https://web.archive.org/web/20200905065500/https://www.wired.com/2011/09/instagram-update/ |url-status=live }}</ref> Photos were initially restricted to a square, 1:1 aspect ratio; since August 2015, the app supports portrait and widescreen aspect ratios as well.<ref>{{cite web |first=Ariha |last=Setalvad |title=You can now post full-size landscape and portrait photos on Instagram |url=https://www.theverge.com/2015/8/27/9212523/instagram-full-size-photos-portrait-landscape |website=[[The Verge]] |date=August 27, 2015 |access-date=April 22, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108124412/http://www.theverge.com/2015/8/27/9212523/instagram-full-size-photos-portrait-landscape |url-status=live }}</ref><ref>{{cite news |first=Rhiannon |last=Williams |title=Instagram finally drops square picture rules to embrace rectangular photos |url=https://www.telegraph.co.uk/technology/news/11827747/Instagram-finally-drops-square-picture-rules-to-embrace-rectangular-photos.html |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/news/11827747/Instagram-finally-drops-square-picture-rules-to-embrace-rectangular-photos.html |archive-date=January 10, 2022 |url-access=subscription |url-status=live |website=[[The Daily Telegraph]] |date=August 27, 2015 |access-date=April 22, 2017}}{{cbignore}}</ref><ref>{{cite magazine |first=Liz |last=Stinson |title=Instagram Ends the Tyranny of the Square |url=https://www.wired.com/2015/08/instagram-says-goodbye-square-photos/ |magazine=[[Wired (magazine)|Wired]] |date=August 27, 2015 |access-date=April 22, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108105551/http://www.wired.com/2015/08/instagram-says-goodbye-square-photos/ |url-status=live }}</ref> Users could formerly view a map of a user's [[Geotagging|geotagged]] photos. The feature was removed in September 2016, citing low usage.<ref>{{cite web |first=Casey |last=Newton |title=Instagram is getting rid of photo maps |url=https://www.theverge.com/2016/9/6/12817340/instagram-photo-map-removals |website=[[The Verge]] |date=September 6, 2016 |access-date=April 28, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108110335/http://www.theverge.com/2016/9/6/12817340/instagram-photo-map-removals |url-status=live }}</ref><ref>{{cite web |first=Emma |last=Hinchcliffe |title=Instagram is killing photo maps |url=http://mashable.com/2016/09/06/instagram-kills-photo-maps/ |website=[[Mashable]] |date=September 6, 2016 |access-date=April 28, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108142643/https://mashable.com/2016/09/06/instagram-kills-photo-maps/ |url-status=live }}</ref>

Since December 2016, posts can be "saved" into a private area of the app.<ref>{{cite web |first=Karissa |last=Bell |title=No more screenshots: Instagram now lets you privately save posts |url=http://mashable.com/2016/12/14/instagram-save-posts/ |website=[[Mashable]] |date=December 14, 2016 |access-date=April 28, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809015701/https://mashable.com/2016/12/14/instagram-save-posts/ |url-status=live }}</ref><ref>{{cite web |first=Natt |last=Garun |title=You can now bookmark Instagram posts to look at later |url=https://www.theverge.com/2016/12/14/13941522/instagram-bookmark-tool-creepy |website=[[The Verge]] |date=December 14, 2016 |access-date=April 28, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108142010/http://www.theverge.com/2016/12/14/13941522/instagram-bookmark-tool-creepy |url-status=live }}</ref> The feature was updated in April 2017 to let users organize saved posts into named collections.<ref>{{cite web |first=Chris |last=Welch |title=Instagram's saved posts can now be organized into Pinterest-like collections |url=https://www.theverge.com/2017/4/17/15325040/instagram-saved-post-collections-pinterest |website=[[The Verge]] |date=April 17, 2017 |access-date=April 28, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112030027/http://www.theverge.com/2017/4/17/15325040/instagram-saved-post-collections-pinterest |url-status=live }}</ref><ref>{{cite web |first=Jon |last=Fingas |title=Instagram goes after Pinterest with saved post collections |url=https://www.engadget.com/2017/04/17/instagram-saved-post-collections/ |website=[[Engadget]] |publisher=[[AOL]] |date=April 17, 2017 |access-date=April 28, 2017 |archive-date=May 14, 2019 |archive-url=https://web.archive.org/web/20190514130414/https://www.engadget.com/2017/04/17/instagram-saved-post-collections/ |url-status=live }}</ref> Users can also "archive" their posts in a private storage area, out of visibility for the public and other users. The move was seen as a way to prevent users from deleting photos that don't garner a desired number of "likes" or are deemed boring, but also as a way to limit the "emergent behavior" of deleting photos, which deprives the service of content.<ref>{{cite web|url=https://techcrunch.com/2017/05/22/instagram-archive/|title=Instagram deters deletion with reversible "archive" option|last=Constine|first=Josh|date=May 22, 2017|website=[[TechCrunch]]|publisher=[[AOL]]|access-date=May 23, 2017|archive-date=October 4, 2020|archive-url=https://web.archive.org/web/20201004043751/https://techcrunch.com/2017/05/22/instagram-archive/|url-status=live}}</ref><ref>{{cite web|url=https://9to5mac.com/2017/05/22/instragram-archive-option-ios/|title=Instagram rolling out new 'archive' option for temporarily hiding posts|last=Miller|first=Chance|date=May 22, 2017|website=9to5Mac|access-date=May 23, 2017|archive-date=August 2, 2020|archive-url=https://web.archive.org/web/20200802130850/https://9to5mac.com/2017/05/22/instragram-archive-option-ios/|url-status=live}}</ref> In August, Instagram announced that it would start organizing comments into threads, letting users more easily interact with replies.<ref>{{cite web|url=https://www.theverge.com/2017/8/15/16151624/instagram-comment-threads-ios-android|title=Instagram begins organizing comments into threads|last=Newton|first=Casey|date=August 15, 2017|website=[[The Verge]]|access-date=November 8, 2017|archive-date=November 12, 2020|archive-url=https://web.archive.org/web/20201112011021/https://www.theverge.com/2017/8/15/16151624/instagram-comment-threads-ios-android|url-status=live}}</ref><ref>{{cite web|url=https://techcrunch.com/2017/08/15/facebook-instagram-comments/|title=Facebook and Instagram get redesigns for readability|last=Constine|first=Josh|date=August 15, 2017|website=[[TechCrunch]]|access-date=November 8, 2017|archive-date=August 17, 2020|archive-url=https://web.archive.org/web/20200817195451/https://techcrunch.com/2017/08/15/facebook-instagram-comments/|url-status=live}}</ref>

Since February 2017, up to ten pictures or videos can be included in a single post, with the content appearing as a swipeable [[carousel]].<ref name="tc-ten">{{cite web |first=Josh |last=Constine |title=Instagram lets you post up to 10 photos or videos as 1 swipeable carousel |url=https://techcrunch.com/2017/02/22/instagram-carousels/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=February 22, 2017 |access-date=April 28, 2017 |archive-date=October 27, 2020 |archive-url=https://web.archive.org/web/20201027190412/https://techcrunch.com/2017/02/22/instagram-carousels/ |url-status=live }}</ref><ref name="wired-ten">{{cite magazine |first=David |last=Pierce |title=Instagram Galleries Are Yet Another Reason to Never Leave Instagram |url=https://www.wired.com/2017/02/instagram-galleries/ |magazine=[[Wired (magazine)|Wired]] |date=February 22, 2017 |access-date=April 28, 2017 |archive-date=October 21, 2020 |archive-url=https://web.archive.org/web/20201021053258/https://www.wired.com/2017/02/instagram-galleries/ |url-status=live }}</ref> The feature originally limited photos to the square format, but received an update in August to enable portrait and landscape photos instead.<ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram now lets you post landscape and portrait photo albums |url=https://www.theverge.com/2017/8/29/16221562/instagram-portrait-landscape-photo-albums-carousel |website=[[The Verge]] |date=August 29, 2017 |access-date=November 8, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112032938/https://www.theverge.com/2017/8/29/16221562/instagram-portrait-landscape-photo-albums-carousel |url-status=live }}</ref><ref>{{cite web |first=Zac |last=Hall |title=Instagram now lets you share portrait and landscape shots in galleries |url=https://9to5mac.com/2017/08/29/instagram-galleries-no-crop/ |website=9to5Mac |date=August 29, 2017 |access-date=November 8, 2017 |archive-date=August 15, 2020 |archive-url=https://web.archive.org/web/20200815131630/https://9to5mac.com/2017/08/29/instagram-galleries-no-crop/ |url-status=live }}</ref> In April 2018, Instagram launched its version of a portrait mode called "focus mode", which gently blurs the background of a photo or video while keeping the subject in focus when selected.<ref>{{Cite news|url=https://www.theverge.com/2018/4/10/17217424/instagram-focus-mode-mentions-sticker|title=Instagram launches a portrait mode and a new way to tag friends in Stories|work=[[The Verge]]|first=Zac|last=Estrada|access-date=April 10, 2018|archive-date=November 9, 2020|archive-url=https://web.archive.org/web/20201109040549/https://www.theverge.com/2018/4/10/17217424/instagram-focus-mode-mentions-sticker|url-status=live}}</ref> In November, Instagram began to support [[Alt attribute|Alt text]] to add descriptions of photos for the visually impaired. They are either generated automatically using [[Computer vision|object recognition]] (using existing Facebook technology) or manually specified by the uploader.<ref>{{Cite web|url=https://www.theverge.com/2018/11/28/18116323/instagram-ai-visual-impairment-description|title=Instagram is now using AI to describe photos for users with visual impairments|last=Carman|first=Ashley|date=November 28, 2018|website=[[The Verge]]|access-date=December 29, 2019|archive-date=November 8, 2020|archive-url=https://web.archive.org/web/20201108112919/https://www.theverge.com/2018/11/28/18116323/instagram-ai-visual-impairment-description|url-status=live}}</ref>

On March 1, 2021, Instagram launched a new feature named Instagram Live Rooms, which lets four people go live together.<ref>{{Cite web |title=Instagram Live "Rooms" Let Four People Go Live Together |url=https://www.buzzfeednews.com/article/katienotopoulos/instagram-launches-live-rooms |access-date=March 1, 2021 |website=[[BuzzFeed News]] |date=March 2021 |language=en |archive-date=April 30, 2023 |archive-url=https://web.archive.org/web/20230430135556/https://www.buzzfeednews.com/article/katienotopoulos/instagram-launches-live-rooms |url-status=live}}</ref> In May 2021, Instagram announced a new accessibility feature for videos on Instagram Reels and Stories to allow creators to place closed captions on their content.<ref>{{Cite web |title=Instagram adds a captions option for Stories and soon, Reels |url=https://techcrunch.com/2021/05/04/instagram-adds-a-captions-option-for-stories-and-soon-reels/ |access-date=May 4, 2021 |website=[[TechCrunch]] |date=May 4, 2021 |language=en-US |archive-date=May 4, 2021 |archive-url=https://web.archive.org/web/20210504152808/https://techcrunch.com/2021/05/04/instagram-adds-a-captions-option-for-stories-and-soon-reels/ |url-status=live }}</ref>

=== Hashtags ===
In January 2011, Instagram introduced [[hashtag]]s to help users discover both photos and each other.<ref>{{cite web|url=http://mashable.com/2011/01/27/instagram-hashtags/|title=Instagram Introduces Hashtags for Users & Brands|last=Van Grove|first=Jennifer|date=January 27, 2011|website=[[Mashable]]|access-date=April 22, 2017|archive-date=August 31, 2020|archive-url=https://web.archive.org/web/20200831192650/https://mashable.com/2011/01/27/instagram-hashtags/|url-status=live}}</ref><ref>{{cite web|date=January 26, 2011|title=Introducing Hashtags on Instagram|url=http://blog.instagram.com/post/8755963247/introducing-hashtags-on-instagram|archive-url=https://web.archive.org/web/20120123031709/http://blog.instagram.com/post/8755963247/introducing-hashtags-on-instagram|archive-date=January 23, 2012|access-date=April 22, 2017|website=Instagram Blog|publisher=Instagram}}</ref> Instagram encourages users to make tags both specific and relevant, rather than tagging generic words like "photo", to make photographs stand out and to attract like-minded Instagram users.<ref>{{cite web|date=February 15, 2012|title=Instagram Tips: Using Hashtags|url=http://blog.instagram.com/post/17674993957/instagram-tips-using-hashtags|archive-url=https://web.archive.org/web/20120217221851/http://blog.instagram.com/post/17674993957/instagram-tips-using-hashtags|archive-date=February 17, 2012|access-date=April 22, 2017|website=Instagram Blog|publisher=Instagram}}</ref>

Users on Instagram have created "trends" through hashtags. The trends deemed the most popular on the platform often highlight a specific day of the week to post the material on. Examples of popular trends include #SelfieSunday, in which users post a photo of their faces on Sundays; #MotivationMonday, in which users post motivational photos on Mondays; #TransformationTuesday, in which users post photos highlighting differences from the past to the present; #WomanCrushWednesday, in which users post photos of women they have a romantic interest in or view favorably, as well as its #ManCrushMonday counterpart centered on men; and #ThrowbackThursday, in which users post a photo from their past, highlighting a particular moment.<ref>{{cite web|url=https://www.digitaltrends.com/social-media/instagram-through-the-week-with-these-popular-hashtag-games/|title=#ThrowbackThursday is only the start: Instagram hashtags for every day of the week|date=May 4, 2017|website=[[Digital Trends]]|access-date=May 31, 2017|archive-date=November 6, 2017|archive-url=https://web.archive.org/web/20171106005612/https://www.digitaltrends.com/social-media/instagram-through-the-week-with-these-popular-hashtag-games/|url-status=live}}</ref><ref>{{cite web|url=https://www.wix.com/blog/2015/03/instagrams-most-popular-hashtags-explained/|title=Instagram's Most Popular Hashtags Explained|date=March 4, 2015|website=[[Wix.com]]|access-date=May 31, 2017|archive-date=August 1, 2020|archive-url=https://web.archive.org/web/20200801192143/https://www.wix.com/blog/2015/03/instagrams-most-popular-hashtags-explained/|url-status=live}}</ref>

In December 2017, Instagram began to allow users to follow hashtags, which display relevant highlights of the topic in their feeds.<ref>{{cite web|url=https://www.theverge.com/2017/12/12/16763502/instagram-hashtag-follow-new-feature-announced|title=Instagram gets more #interesting|last=Popper|first=Ben|date=December 12, 2017|website=[[The Verge]]|access-date=December 15, 2017|archive-date=November 9, 2020|archive-url=https://web.archive.org/web/20201109024001/https://www.theverge.com/2017/12/12/16763502/instagram-hashtag-follow-new-feature-announced|url-status=live}}</ref><ref>{{cite web|url=https://techcrunch.com/2017/12/12/follow-instagram-hashtags/|title=Instagram becomes an interest network with hashtag following|last=Constine|first=Josh|date=December 12, 2017|website=[[TechCrunch]]|publisher=[[Oath Inc.]]|access-date=December 15, 2017|archive-date=December 3, 2020|archive-url=https://web.archive.org/web/20201203070345/https://techcrunch.com/2017/12/12/follow-instagram-hashtags/|url-status=live}}</ref> The ability to search "Recent" hashtags was temporarily disabled during the 2020 U.S. elections, to prevent the spread of misinformation.<ref>{{cite news | url = https://www.cnbc.com/2020/10/29/instagram-disables-recent-hashtag-tab-to-reduce-election-misinfo.html | title = Instagram will disable a feature that could be used to sow election misinformation | first = Salvador | last = Rodriguez | date = October 29, 2020 | publisher = [[CNBC]] | access-date = October 5, 2023 | archive-date = October 18, 2023 | archive-url = https://web.archive.org/web/20231018173008/https://www.cnbc.com/2020/10/29/instagram-disables-recent-hashtag-tab-to-reduce-election-misinfo.html | url-status = live }}</ref> In 2022 this was again tested on some users, and in April 2023 the ability to search recent hashtags was removed entirely. Now, users are only able to see a curated selection of "popular" posts using a given hashtag. Instagram said that this is to prevent abuse and so that hashtags do not help users gain views, but it has been noted that using hashtags is the only free method for a user to reach past their existing followers.<ref>{{cite web | url = https://blog.hootsuite.com/instagram-algorithm/ | title = 2023 Instagram Algorithm Solved: How to Get Your Content Seen | first = Alyssa | last = Hirose | date = April 12, 2023 | work = Hootsuite | access-date = October 5, 2023 | archive-date = October 7, 2023 | archive-url = https://web.archive.org/web/20231007022556/https://blog.hootsuite.com/instagram-algorithm/ | url-status = live }}</ref>

=== Explore ===
In June 2012, Instagram introduced "Explore", a tab inside the app that displays popular photos, photos taken at nearby locations, and search.<ref>{{cite web |first=Josh |last=Constine |title=Instagram's New "Explore" Brings The Future of Photo Discovery into Focus |url=https://techcrunch.com/2012/06/25/instagram-explore/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=June 25, 2012 |access-date=April 28, 2017 |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203071708/https://techcrunch.com/2012/06/25/instagram-explore/ |url-status=live }}</ref> The tab was updated in June 2015 to feature trending tags and places, curated content, and the ability to search for locations.<ref>{{cite web |first1=Sarah |last1=Buhr |first2=Josh |last2=Constine |title=Instagram Gets Newsy With Trends And Place Search For Exploring Anything, Anywhere |url=https://techcrunch.com/2015/06/23/teleportationgram/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=June 23, 2015 |access-date=April 28, 2017 |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203071751/https://techcrunch.com/2015/06/23/teleportationgram/ |url-status=live }}</ref> In April 2016, Instagram added a "Videos You Might Like" channel to the tab,<ref>{{cite web |first=Chris |last=Welch |title=Instagram makes video an even bigger part of its Explore tab |url=https://www.theverge.com/2016/4/14/11433066/instagram-videos-explore-featured |website=[[The Verge]] |date=April 14, 2016 |access-date=April 28, 2017 |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203071846/https://www.theverge.com/2016/4/14/11433066/instagram-videos-explore-featured |url-status=live }}</ref><ref>{{cite web |first=Josh |last=Constine |title=Instagram launches personalized video feed and themed channels in Explore |url=https://techcrunch.com/2016/04/14/instagram-videos-you-might-like/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=April 14, 2016 |access-date=April 28, 2017 |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203072033/https://techcrunch.com/2016/04/14/instagram-videos-you-might-like/ |url-status=live }}</ref> followed by an "Events" channel in August, featuring videos from concerts, sports games, and other live events,<ref>{{cite web |first=Fitz |last=Tepper |title=Instagram adds an Events channel to show you the best videos from concerts and sporting events |url=https://techcrunch.com/2016/08/17/instagram-events-channels/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=August 17, 2016 |access-date=April 28, 2017 |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203072143/https://techcrunch.com/2016/08/17/instagram-events-channels/ |url-status=live }}</ref><ref>{{cite web |first=Kia |last=Kokalitcheva |title=Instagram Now Lets Users Discover New Events-Themed Videos |url=http://fortune.com/2016/08/17/instagram-event-video-channel/ |website=[[Fortune (magazine)|Fortune]] |date=August 17, 2016 |access-date=April 28, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809022123/https://fortune.com/2016/08/17/instagram-event-video-channel/ |url-status=live }}</ref> followed by the addition of Instagram Stories in October.<ref>{{cite web |first=Casey |last=Newton |title=Instagram brings stories to the explore tab |url=https://www.theverge.com/2016/10/18/13319266/instagram-stories-explore-tab-snapchat |website=[[The Verge]] |date=October 18, 2016 |access-date=April 28, 2017 |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203072351/https://www.theverge.com/2016/10/18/13319266/instagram-stories-explore-tab-snapchat |url-status=live }}</ref><ref>{{cite web |first=Ken |last=Yeung |title=Instagram adds Stories to search and explore tab |url=https://venturebeat.com/2016/10/18/instagram-adds-stories-to-search-and-explore-tab/ |website=[[VentureBeat]] |date=October 18, 2016 |access-date=April 28, 2017 |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203072422/https://venturebeat.com/2016/10/18/instagram-adds-stories-to-search-and-explore-tab/ |url-status=live }}</ref> The tab was later expanded again in November 2016 after Instagram Live launched to display an algorithmically curated page of the "best" Instagram Live videos currently airing.<ref name="tc-live" /> In May 2017, Instagram once again updated the Explore tab to promote public Stories content from nearby places.<ref name="tc-story-search" />

=== Photographic filters ===
Instagram offers a number of [[photographic filter]]s that users can apply to their images. In February 2012, Instagram added a "Lux" filter, an effect that "lightens shadows, darkens highlights and increases contrast".<ref>{{cite web |first=Leanna |last=Lofte |title=Instagram introduces Lux, a new way to enhance your photos |url=http://www.imore.com/instagram-update-introduces-lux-enhance-photos |website=iMore |date=February 11, 2012 |access-date=April 30, 2017 |archive-date=September 24, 2020 |archive-url=https://web.archive.org/web/20200924091744/https://www.imore.com/instagram-update-introduces-lux-enhance-photos |url-status=live }}</ref><ref>{{cite web |first=Charlie |last=White |title=Instagram Upgrade Introduces a Powerful New Feature |url=http://mashable.com/2012/02/11/instagram-upgrade-lux/ |website=[[Mashable]] |date=February 11, 2012 |access-date=April 30, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809040912/https://mashable.com/2012/02/11/instagram-upgrade-lux/ |url-status=live }}</ref> In December 2014, Slumber, Crema, Ludwig, Aden, and Perpetua were five new filters added to the Instagram filter family.<ref>{{cite web|title=Five New Filters|url=http://blog.instagram.com/post/105365538947/141216-five-new-filters|archive-url=https://web.archive.org/web/20141216204523/http://blog.instagram.com/post/105365538947/141216-five-new-filters|archive-date=December 16, 2014|access-date=August 3, 2016|website=Instagram Blog}}</ref>

=== Video ===
Initially a purely photo-sharing service, Instagram incorporated 15-second video sharing in June 2013.<ref>{{cite web |first=Colleen |last=Taylor |title=Instagram Launches 15-Second Video Sharing Feature, With 13 Filters And Editing |url=https://techcrunch.com/2013/06/20/facebook-instagram-video/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=June 20, 2013 |access-date=April 30, 2017 |archive-date=October 20, 2020 |archive-url=https://web.archive.org/web/20201020044346/https://techcrunch.com/2013/06/20/facebook-instagram-video/ |url-status=live }}</ref><ref>{{cite web |first=Christina |last=Warren |title=Instagram Adds Video |url=http://mashable.com/2013/06/20/instagram-video/ |website=[[Mashable]] |date=June 20, 2013 |access-date=April 30, 2017 |archive-date=November 15, 2019 |archive-url=https://web.archive.org/web/20191115222429/https://mashable.com/2013/06/20/instagram-video/ |url-status=live }}</ref> The addition was seen by some in the technology media as Facebook's attempt at competing with the then-popular video-sharing application [[Vine (service)|Vine]].<ref>{{cite web |first=Eli |last=Langer |title=Instagram Video Taking a Swing at Vine: Study |url=https://www.cnbc.com/2013/06/23/instagram-video-taking-a-swing-at-vine-study.html |publisher=[[CNBC]] |date=June 23, 2013 |access-date=April 30, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112024535/https://www.cnbc.com/id/100836937 |url-status=live }}</ref><ref>{{cite web |first=Alexis C. |last=Madrigal |title=#TeamVine: Instagram Has Video Now, but Not a Video-Making Culture |url=https://www.theatlantic.com/technology/archive/2013/06/-teamvine-instagram-has-video-now-but-not-a-video-making-culture/277090/ |website=[[The Atlantic]] |date=June 20, 2013 |access-date=April 30, 2017 |archive-date=September 30, 2020 |archive-url=https://web.archive.org/web/20200930192834/https://www.theatlantic.com/technology/archive/2013/06/-teamvine-instagram-has-video-now-but-not-a-video-making-culture/277090/ |url-status=live }}</ref> In August 2015, Instagram added support for [[widescreen]] videos.<ref>{{cite web |first=Robinson |last=Meyer |title=It's No Longer Hip to Be Square—on Instagram, At Least |url=https://www.theatlantic.com/technology/archive/2015/08/its-no-longer-hip-to-be-a-squareon-instagram-at-least/402616/ |website=[[The Atlantic]] |date=August 27, 2015 |access-date=April 30, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108092844/https://www.theatlantic.com/technology/archive/2015/08/its-no-longer-hip-to-be-a-squareon-instagram-at-least/402616/ |url-status=live }}</ref> In March 2016, Instagram increased the 15-second video limit to one minute.<ref>{{cite web |first=Adario |last=Strange |title=You can now post 60-second videos on Instagram |url=http://mashable.com/2016/03/29/instagram-video-60-seconds/ |website=[[Mashable]] |date=March 29, 2016 |access-date=April 30, 2017 |archive-date=August 8, 2020 |archive-url=https://web.archive.org/web/20200808235451/https://mashable.com/2016/03/29/instagram-video-60-seconds/ |url-status=live }}</ref><ref>{{cite web |first=Janko |last=Roettgers |title=Instagram Bumps Up Video Length From 15 to 60 Seconds |url=https://variety.com/2016/digital/news/instagram-60-second-videos-1201741348/ |website=[[Variety (magazine)|Variety]] |date=March 29, 2016 |access-date=April 30, 2017 |archive-date=August 1, 2020 |archive-url=https://web.archive.org/web/20200801194313/https://variety.com/2016/digital/news/instagram-60-second-videos-1201741348/ |url-status=live }}</ref> Albums were introduced in February 2017, which allow up to 10 minutes of video to be shared in one post.<ref name="tc-ten" /><ref name="wired-ten" /><ref>{{Cite web|url=https://business.instagram.com/blog/carousel-ad-enhancements|title=Share Up to 10 Photos and Videos in One Ad or Post|website=Instagram for Business|access-date=October 7, 2019|archive-date=September 29, 2020|archive-url=https://web.archive.org/web/20200929083901/https://business.instagram.com/blog/carousel-ad-enhancements/|url-status=live}}</ref>

==== IGTV ====
{{Main|IGTV}}

IGTV was a [[vertical video]]&nbsp;application launched by Instagram<ref>[https://business.instagram.com/a/IGTV ''"INTRODUCING IGTV – The next generation of video"'' on Business.Instagram.com] {{Webarchive|url=https://web.archive.org/web/20201028210722/https://business.instagram.com/a/igtv |date=October 28, 2020 }}.</ref> in June 2018. Basic functionality is also available within the Instagram app and website. IGTV allows uploads of up to 10 minutes in length with a file size of up to 650&nbsp;MB, with verified and popular users allowed to upload videos of up to one hour in length with a file size of up to 5.4 GB.<ref name="IHC2020">{{cite web |title=What are the video upload requirements for IGTV? |url=https://help.instagram.com/1038071743007909 |website=Instagram Help Center |access-date=June 27, 2018 |archive-date=November 30, 2020 |archive-url=https://web.archive.org/web/20201130131343/https://help.instagram.com/1038071743007909 |url-status=live}}</ref> The app automatically begins playing videos as soon as it is launched, which CEO Kevin Systrom contrasted to video hosts where one must first locate a video.<ref>{{Cite news|url=https://www.theverge.com/2018/6/20/17484436/instagram-igtv-video-app-launch|title=Instagram announces IGTV, a standalone app for longer videos|work=The Verge|first=Casey|last=Newton|access-date=June 22, 2018|archive-date=April 16, 2021|archive-url=https://web.archive.org/web/20210416225545/https://www.theverge.com/2018/6/20/17484436/instagram-igtv-video-app-launch|url-status=live}}</ref><ref>{{cite news |last1=Rosney |first1=Daniel |title=Instagram now allows 60-minute videos |url=https://www.bbc.co.uk/news/newsbeat-44546270 |access-date=June 21, 2018 |work=[[BBC News]] |date=June 20, 2018 |archive-date=April 17, 2021 |archive-url=https://web.archive.org/web/20210417013433/https://www.bbc.co.uk/news/newsbeat-44546270 |url-status=live }}</ref><ref>{{cite news |title=Instagram launches IGTV app for creators, 1-hour video uploads |url=https://techcrunch.com/2018/06/20/igtv/ |first=Josh |last=Constine|date=June 20, 2018|access-date=June 21, 2018 |work=[[TechCrunch]] |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203082710/https://techcrunch.com/2018/06/20/igtv/ |url-status=live }}</ref> In March 2022, the application was shut down.

==== Edits ====
[[File:Instagram Edits 2025.svg|thumb|upright=0.6|Instagram Edits logo]]Edits is a [[video editing]] application only available on Android and iOS. The app includes some [[AI]] features and the ability to post directly to Instagram or Facebook. Users can also view statistics on their videos and see other user's videos that are trending in the Inspiration tab.<ref>{{Cite web |last=Vikhyat |date=July 30, 2025 |title=How to use Instagram Edits app for Reels and short videos |url=https://www.igeeksblog.com/how-to-use-instagram-edits-app/ |access-date=September 9, 2025 |language=en-US |archive-date=October 17, 2025 |archive-url=https://web.archive.org/web/20251017172912/https://www.igeeksblog.com/how-to-use-instagram-edits-app/ |url-status=live }}</ref> Announced on January 19, 2025 (as a response to the [[Restrictions on TikTok in the United States|U.S. government's actions against TikTok]] and [[CapCut]]), which was available for pre-order on the iOS App Store and set for an Android launch in February 2025, and had an initial release date of March 13, 2025, for iOS, after some delays, officially released for both iPhone and Android devices on April 21, 2025.

=== Instagram Reels ===
{{See also|Facebook Reels}}
[[File:Instagram Reels logo.svg|thumb|upright=0.6|Instagram Reels logo]]
Instagram Reels is the [[Short-form content|short-form]] section of the American social media platform Instagram. Reels focuses on vertical videos that are less than 90 seconds of duration and various features for user interaction.<ref>{{Cite web |title=Instagram Reels Length: How Long Can Reels Be? |url=https://buffer.com/resources/instagram-reels-length/ |access-date=November 30, 2024 |website=Buffer: All-you-need social media toolkit for small businesses |language=en |archive-date=December 4, 2024 |archive-url=https://web.archive.org/web/20241204121229/https://buffer.com/resources/instagram-reels-length/ |url-status=live }}</ref> As of November 2024, Reels averages at 150 billion views a day. Creators earn money based on the amount of views they receive, or through ad revenue.<ref>{{Cite web|url=https://business.instagram.com/blog/introducing-instagram-reels-ads/|title=Introducing Instagram Reels Ads: Grow and Reach New Customers|website=Instagram for Business|access-date=August 14, 2025|archive-date=February 8, 2025|archive-url=https://web.archive.org/web/20250208060142/https://business.instagram.com/blog/introducing-instagram-reels-ads/|url-status=live}}</ref>

In November 2019, it was announced that Instagram would start to roll out a new feature to Brazil known as Instagram Reels. It would then expand to France and Germany. Instagram Reels was officially launched in Pakistan in August 2022, two years after its global rollout in August 2020.<ref name="ET">{{Cite web |last=Vincent |first=James |date=November 12, 2019 |title=Instagram is testing a new video editing tool called Reels that copies TikTok's best features |url=https://www.theverge.com/2019/11/12/20960916/instagram-facebook-tiktok-clone-tool-scenes-clips-jane-wong |access-date=November 29, 2024 |website=The Verge |language=en |archive-date=November 11, 2020 |archive-url=https://web.archive.org/web/20201111195312/https://www.theverge.com/2019/11/12/20960916/instagram-facebook-tiktok-clone-tool-scenes-clips-jane-wong |url-status=live }}</ref> It functions similarly to the Chinese video service [[TikTok]], focusing on allowing users to create short videos already set to  existing sounds from other clips.<ref name="ET" /> Users could make up to 15 (later 30) second videos using this feature.<ref>{{Cite web |date=August 4, 2020 |title=5 interesting facts about Instagram Reels |url=https://www.indiatoday.in/information/story/5-interesting-facts-about-instagram-reels-1707765-2020-08-04 |access-date=November 29, 2024 |website=India Today |language=en |archive-date=December 3, 2020 |archive-url=https://web.archive.org/web/20201203083443/https://www.indiatoday.in/information/story/5-interesting-facts-about-instagram-reels-1707765-2020-08-04 |url-status=live }}</ref> Reels also uses existing Instagram filters and editing tools.<ref name="IHC2020"/>

In July 2020, Instagram rolled out Reels to India after TikTok was banned in the country.<ref>{{Cite web |last=Porter |first=Jon |date=July 6, 2020 |title=Instagram's Reels feature reportedly expands to India following TikTok ban |url=https://www.theverge.com/2020/7/6/21314370/instagram-reels-india-tiktok-video-editing-15-seconds-brazil-france-germany-lasso |access-date=November 29, 2024 |website=The Verge |language=en |archive-date=September 29, 2020 |archive-url=https://web.archive.org/web/20200929223320/https://www.theverge.com/2020/7/6/21314370/instagram-reels-india-tiktok-video-editing-15-seconds-brazil-france-germany-lasso |url-status=live }}</ref> Then, the following month, Reels officially launched in 50 countries including the United States, Canada and United Kingdom.<ref>{{Cite web |last=Alexander |first=Julia |date=August 5, 2020 |title=Instagram launches Reels, its attempt to keep you off TikTok |url=https://www.theverge.com/2020/8/5/21354117/instagram-reels-tiktok-vine-short-videos-stories-explore-music-effects-filters |access-date=November 29, 2024 |website=The Verge |language=en |archive-date=November 30, 2020 |archive-url=https://web.archive.org/web/20201130121939/https://www.theverge.com/2020/8/5/21354117/instagram-reels-tiktok-vine-short-videos-stories-explore-music-effects-filters |url-status=live }}</ref> Then in August of that year, Instagram introduced a reels button on the home page.<ref>{{Cite web |last=Mehta |first=Ivan |date=September 4, 2020 |title=Instagram introduces a Reels button on its home screen so you might finally watch some |url=https://thenextweb.com/news/instagram-introduces-a-reels-button-on-its-home-screen-so-you-might-finally-watch-some |access-date=November 29, 2024 |website=TNW {{!}} Plugged |language=en |archive-date=January 26, 2025 |archive-url=https://web.archive.org/web/20250126132441/https://thenextweb.com/news/instagram-introduces-a-reels-button-on-its-home-screen-so-you-might-finally-watch-some |url-status=live }}</ref> On June 17, 2021, Instagram launched full-screen advertisements in Reels. The ads are similar to regular reels and can run up to 30 seconds. They are distinguished from regular content by the "sponsored" tag under the account name.<ref>{{Cite web |last=Kastrenakes |first=Jacob |date=June 17, 2021 |title=Instagram Reels now has ads |url=https://www.theverge.com/2021/6/17/22537297/instagram-reels-ads-launch-globally |access-date=November 29, 2024 |website=The Verge |language=en |archive-date=July 16, 2021 |archive-url=https://web.archive.org/web/20210716150949/https://www.theverge.com/2021/6/17/22537297/instagram-reels-ads-launch-globally |url-status=live }}</ref> Despite the "TikTokification" of Reels and the parent company Meta spending millions on courting content creators, user engagement continued to lag way behind TikTok as of 2022.<ref name="verge20220912"/> Then Instagram started rolling out a new feature with made Reels up to 90 seconds long beginning in June 2022.<ref>{{Cite web |date=December 10, 2023 |title=Instagram Extends Reels to 90 Seconds, Allows 3 Posts to Be Pinned {{!}} PCMag |url=https://www.pcmag.com/news/instagram-tests-a-pinned-post-feature |access-date=November 29, 2024 |archive-url=https://web.archive.org/web/20231210164207/https://www.pcmag.com/news/instagram-tests-a-pinned-post-feature |archive-date=December 10, 2023 }}</ref> After a period of testing, a duration of up to three minutes was announced in January 2025.<ref>{{Cite web |title=Instagram Officially Expands Reels Length to 3 Minutes |url=https://www.socialmediatoday.com/news/instagram-officially-expands-reels-length-3-minutes/737766/ |access-date=January 25, 2025 |website=Social Media Today |language=en-US |archive-date=January 21, 2025 |archive-url=https://web.archive.org/web/20250121154153/https://www.socialmediatoday.com/news/instagram-officially-expands-reels-length-3-minutes/737766/ |url-status=live }}</ref>

On February 26, 2025, Instagram Reels came under fire after numerous users reported a sudden surge in violent and graphic content appearing in their feeds.<ref name="Butts">{{Cite news |last=Butts |first=Dylan |date=February 27, 2025 |title=Meta says it fixed 'error' after Instagram users report a flood of graphic and violent content |url=https://www.cnbc.com/2025/02/27/meta-apologizes-after-instagram-users-see-graphic-and-violent-content.html |url-status=live |archive-url=https://web.archive.org/web/20250227134613/https://www.cnbc.com/2025/02/27/meta-apologizes-after-instagram-users-see-graphic-and-violent-content.html |archive-date=February 27, 2025 |access-date=February 27, 2025 |publisher=[[CNBC]] |language=en}}</ref><ref>{{Cite news |date=February 27, 2025 |title=What's going on with Instagram reels? Possible reasons behind surge in sensitive and violent content |url=https://www.hindustantimes.com/world-news/whats-going-on-with-instagram-reels-possible-reasons-behind-surge-in-sensitive-and-violent-content-101740612751914.html |url-status=live |archive-url=https://web.archive.org/web/20250227023347/https://www.hindustantimes.com/world-news/whats-going-on-with-instagram-reels-possible-reasons-behind-surge-in-sensitive-and-violent-content-101740612751914.html |archive-date=February 27, 2025 |access-date=February 27, 2025 |work=[[Hindustan Times]] |language=en-US }}</ref> Meta issued a public apology, stating that a technical error led to the unintended recommendation of such content. A Meta spokesperson explained, "We have fixed an error that caused some users to see content in their Instagram Reels feed that should not have been recommended. We apologize for the mistake."<ref>{{Cite news |date=February 27, 2025 |title=Meta fixes error that flooded Instagram Reels with violent videos |url=https://www.reuters.com/technology/meta-fixes-error-that-flooded-instagram-reels-with-violent-videos-2025-02-27/ |access-date=February 27, 2025 |work=[[Reuters]] |language=en }}</ref><ref>{{Cite news |last=Gibson |first=Kate |date=February 27, 2025 |editor-last=Sherter |editor-first=Alain |title=Meta apologizes for error that exposed some Instagram users to violent content |url=https://www.cbsnews.com/news/why-is-instagram-meta-showing-sensitive-content/ |url-status=live |archive-url=https://web.archive.org/web/20250227193356/https://www.cbsnews.com/news/why-is-instagram-meta-showing-sensitive-content/ |archive-date=February 27, 2025 |access-date=February 27, 2025 |publisher=[[CBS News]] |language=en-US}}</ref><ref name="Butts"/>

Since its inception in 2020, the usage of Instagram Reels  has continuously increased. In September 2022, Instagram Reels generated over 140 billion views daily.<ref>{{Cite web |date=October 22, 2024 |title=32 Top Instagram Reels Statistics For 2024 |url=https://adamconnell.me/instagram-reels-statistics/ |access-date=November 30, 2024 |website=Adam Connell |language=en-US |archive-date=December 7, 2024 |archive-url=https://web.archive.org/web/20241207200947/https://adamconnell.me/instagram-reels-statistics/ |url-status=live }}</ref> The number of monthly users also increased from 1.5 billion in 2022 to 1.8 billion as of 2024.<ref>{{Cite web |last=Santora |first=Jacinda |date=August 24, 2020 |title=22 Instagram Reel Stats & Facts Marketers Should Know in 2024 |url=https://influencermarketinghub.com/instagram-reels-stats/ |access-date=November 30, 2024 |website=Influencer Marketing Hub |language=en-US |archive-date=December 1, 2024 |archive-url=https://web.archive.org/web/20241201224737/https://influencermarketinghub.com/instagram-reels-stats/ |url-status=live }}</ref><ref>{{Cite web |date=July 25, 2024 |title=17 Instagram Reels Statistics You Need To Know For 2024 |url=https://bloggingwizard.com/instagram-reels-statistics/ |access-date=November 30, 2024 |website=Blogging Wizard |language=en-US |archive-date=December 3, 2024 |archive-url=https://web.archive.org/web/20241203235908/https://bloggingwizard.com/instagram-reels-statistics/ |url-status=live }}</ref> Researchers from the [[Guizhou University]] of Finance and Economics and [[Western Michigan University]] found that short-form videos like [[YouTube Shorts]], [[TikTok]], and Instagram Reels may make it easier for young adults and children to develop [[addictive behavior]] because short-form videos provide "short bursts of thrills".<ref>{{cite journal |last1=Zhang |first1=Ning |last2=Hazarika |first2=Bidyut |last3=Chen |first3=Kuanchin |last4=Shi |first4=Yinan |title=A cross-national study on the excessive use of short-video applications among college students |journal=Computers in Human Behavior |year=2023 |volume=145 |article-number=107752 |doi=10.1016/j.chb.2023.107752 }}</ref> These researchers found that college students in the U.S. and China watch short-form videos for entertainment, knowledge, and to build social identities.<ref name="Jargon 2023">{{Cite news |last=Jargon |first=Julie |date=August 12, 2023 |title=This Was Supposed to be the Antidote for TikTok Brain. It's Just as Bad. |language=en-US |work=The Wall Street Journal |url=https://www.wsj.com/articles/this-antidote-for-tiktok-brain-is-also-a-problem-d20ce978 |access-date=November 9, 2023 |archive-date=November 9, 2023 |archive-url=https://web.archive.org/web/20231109003948/https://www.wsj.com/articles/this-antidote-for-tiktok-brain-is-also-a-problem-d20ce978 |url-status=live }}</ref>

''[[The Wall Street Journal]]'' reported that some parents are concerned about the effects of short-form videos on their children, as there is no way to disable Instagram or set limits. When children watch short-form videos, they learn to expect continual stimulation and fast-paced changes, which can cause problems when engaging in activities that require greater focus, such as reading.<ref name="Jargon 2023" /> Recent studies highlighted the connection between short-form videos such as Instagram Reels and the brain's reward system, specifically [[dopamine]] release. According to Dr. [[Anna Lembke]], a psychiatrist and chief of Stanford University's dual diagnosis addiction clinic, brief attention-grabbing videos act as powerful stimuli triggering dopamine surges akin to other addictive behaviors.<ref>{{Cite news |last=Waters |first=Jamie |date=August 22, 2021 |title=Constant craving: how digital media turned us all into dopamine addicts |url=https://www.theguardian.com/global/2021/aug/22/how-digital-media-turned-us-all-into-dopamine-addicts-and-what-we-can-do-to-break-the-cycle |access-date=January 10, 2024 |work=The Observer |language=en-GB |archive-date=May 8, 2024 |archive-url=https://web.archive.org/web/20240508133040/https://www.theguardian.com/global/2021/aug/22/how-digital-media-turned-us-all-into-dopamine-addicts-and-what-we-can-do-to-break-the-cycle |url-status=live }}</ref> The rapid and easily consumable nature of short-form videos can elicit high levels of dopamine; since dopamine serves as a motivator rather than a direct source of pleasure, individuals are compelled to seek rewarding activities and become addicted to them. Such neurochemical responses lead to addictive patterns and behaviors, entering a vicious cycle. Digital addiction can lead to shorter attention spans and slower cognitive processing.

=== Instagram Direct ===
In December 2013, Instagram announced Instagram Direct, a feature that lets users interact through private messaging (colloquially called "DM" OR "DMs," short for "Direct Message"; in some regions, the messages may be known simply as "direct"/"directs"). Users who follow each other can send private messages with photos and videos, in contrast to the public-only requirement that was previously in place. When users receive a private message from someone they don't follow, the message is marked as pending and the user must accept to see it. Users can send a photo to a maximum of 15 people.<ref>{{cite web |first=Jordan |last=Crook |title=Instagram Introduces Instagram Direct |url=https://techcrunch.com/2013/12/12/instagram-messaging/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=December 12, 2013 |access-date=April 23, 2017 |archive-date=November 18, 2020 |archive-url=https://web.archive.org/web/20201118181144/https://techcrunch.com/2013/12/12/instagram-messaging/ |url-status=live }}</ref><ref>{{cite web |first=Ellis |last=Hamburger |title=Instagram announces Instagram Direct for private photo, video, and text messaging |url=https://www.theverge.com/2013/12/12/5203302/instagram-direct-photo-text-messaging |website=[[The Verge]] |date=December 12, 2013 |access-date=April 23, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112035526/http://www.theverge.com/2013/12/12/5203302/instagram-direct-photo-text-messaging |url-status=live }}</ref><ref>{{cite web |first=Laurie |last=Segall |title=Instagram launches direct messaging |url=https://money.cnn.com/2013/12/12/technology/mobile/instagram-direct/ |publisher=[[CNN]] |date=December 12, 2013 |access-date=April 23, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112020110/https://money.cnn.com/2013/12/12/technology/mobile/instagram-direct/ |url-status=live }}</ref> The feature received a major update in September 2015, adding [[conversation threading]] and making it possible for users to share locations, hashtag pages, and profiles through private messages directly from the news feed. Additionally, users can now reply to private messages with text, [[emoji]] or by clicking on a heart icon. A camera inside Direct lets users take a photo and send it to the recipient without leaving the conversation.<ref>{{cite web |first=Ariha |last=Setalvad |title=Instagram Direct gets a huge update focused on messaging your friends |url=https://www.theverge.com/2015/9/1/9236553/instagram-direct-messaging-update |website=[[The Verge]] |date=September 1, 2015 |access-date=April 23, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108095112/http://www.theverge.com/2015/9/1/9236553/instagram-direct-messaging-update |url-status=live }}</ref><ref>{{cite magazine |first=Molly |last=McHugh |title=Today's Instagram Update Could Ease the Dreaded @ Wars |url=https://www.wired.com/2015/09/instagram-direct-messaging-update/ |magazine=[[Wired (magazine)|Wired]] |date=September 1, 2015 |access-date=April 23, 2017 |archive-date=September 4, 2020 |archive-url=https://web.archive.org/web/20200904234659/https://www.wired.com/2015/09/instagram-direct-messaging-update/ |url-status=live }}</ref><ref>{{cite web |first=Kia |last=Kokalitcheva |title=Instagram takes on Twitter's direct messages with these new features |url=http://fortune.com/2015/09/01/instagram-direct-update/ |website=[[Fortune (magazine)|Fortune]] |date=September 1, 2015 |access-date=April 23, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809003452/https://fortune.com/2015/09/01/instagram-direct-update/ |url-status=live }}</ref> A new update in November 2016 let users make their private messages "disappear" after being viewed by the recipient, with the sender receiving a notification if the recipient takes a screenshot.<ref>{{cite web |first=Jordan |last=Kahn |title=Instagram launches live video for Stories, disappearing photos & videos in direct messages |url=https://9to5mac.com/2016/11/21/instagram-live-video-stories-disappearing-photos-direct/ |website=9to5Mac |date=November 21, 2016 |access-date=April 23, 2017 |archive-date=October 9, 2020 |archive-url=https://web.archive.org/web/20201009011419/https://9to5mac.com/2016/11/21/instagram-live-video-stories-disappearing-photos-direct/ |url-status=live }}</ref><ref>{{cite web |first=Nathan |last=Ingraham |title=Instagram adds live video broadcasts and disappearing photos |url=https://www.engadget.com/2016/11/21/instagram-live-video-stories-disappearing-images/ |website=[[Engadget]] |publisher=[[AOL]] |date=November 21, 2016 |access-date=April 23, 2017 |archive-date=April 23, 2019 |archive-url=https://web.archive.org/web/20190423065859/https://www.engadget.com/2016/11/21/instagram-live-video-stories-disappearing-images/ |url-status=live }}</ref>

In April 2017, Instagram redesigned Direct to combine all private messages, both permanent and ephemeral, into the same message threads.<ref name="tc-2017">{{cite web |first=Josh |last=Constine |title=Instagram Direct unites ephemeral and permanent messaging for 375M users |url=https://techcrunch.com/2017/04/11/instachat-direct/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=April 11, 2017 |access-date=April 23, 2017 |archive-date=August 7, 2020 |archive-url=https://web.archive.org/web/20200807190737/https://techcrunch.com/2017/04/11/instachat-direct/ |url-status=live }}</ref><ref name="cnet-2017">{{cite web |first=Gordon |last=Gottsegen |title=Instagram Direct messages just became more like Snapchat |url=https://www.cnet.com/news/instagram-direct-disappearing-photos-videos-messages-snapchat/ |publisher=[[CNET]] |date=April 11, 2017 |access-date=April 23, 2017 |archive-date=November 11, 2020 |archive-url=https://web.archive.org/web/20201111194507/https://www.cnet.com/news/instagram-direct-disappearing-photos-videos-messages-snapchat/ |url-status=live }}</ref><ref name="verge-2017">{{cite web |first=Jacob |last=Kastrenakes |title=Instagram Direct now combines permanent and ephemeral chats |url=https://www.theverge.com/2017/4/11/15250766/instagram-direct-ephemeral-messaging-update |website=[[The Verge]] |date=April 11, 2017 |access-date=April 23, 2017 |archive-date=November 11, 2020 |archive-url=https://web.archive.org/web/20201111225835/http://www.theverge.com/2017/4/11/15250766/instagram-direct-ephemeral-messaging-update |url-status=live }}</ref> In May, Instagram made it possible to send [[URL|website links]] in messages, and also added support for sending photos in their original portrait or landscape orientation without cropping.<ref>{{cite web |first=Chaim |last=Gartenberg |title=Instagram is just now offering support for sending links in direct messages |url=https://www.theverge.com/2017/5/25/15691746/instagram-direct-links-update-portrait-landscape |website=[[The Verge]] |date=May 25, 2017 |access-date=May 25, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112021903/https://www.theverge.com/2017/5/25/15691746/instagram-direct-links-update-portrait-landscape |url-status=live }}</ref><ref>{{cite web |first=Darrell |last=Etherington |title=Instagram direct messages now support web links and different photo orientations |url=https://techcrunch.com/2017/05/25/instagram-direct-messages-now-support-web-links-and-different-photo-orientations/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=May 25, 2017 |access-date=May 25, 2017 |archive-date=September 20, 2020 |archive-url=https://web.archive.org/web/20200920140616/https://techcrunch.com/2017/05/25/instagram-direct-messages-now-support-web-links-and-different-photo-orientations/ |url-status=live }}</ref>

In April 2020, Direct became accessible from the Instagram website, allowing users to send direct messages from a web version using [[WebSocket]] technology.<ref>{{Cite web|last=Carman|first=Ashley|date=April 10, 2020|title=Everyone can now access their Instagram DMs on the web|url=https://www.theverge.com/2020/4/10/21215449/instagram-dm-web-browser-update-direct-message|access-date=August 5, 2020|website=[[The Verge]]|language=en|archive-date=August 9, 2020|archive-url=https://web.archive.org/web/20200809112243/https://www.theverge.com/2020/4/10/21215449/instagram-dm-web-browser-update-direct-message|url-status=live}}</ref> In August 2020, Facebook started merging Instagram Direct into [[Facebook Messenger]]. After the update (which is rolled out to a segment of the user base) the Instagram Direct icon transforms into Facebook Messenger icon.<ref>{{Cite web|last=Amadeo|first=Ron|date=August 17, 2020|title=Facebook Messenger starts taking over Instagram Direct messages|url=https://arstechnica.com/gadgets/2020/08/facebook-starts-merging-instagram-direct-and-facebook-messenger/|access-date=August 19, 2020|website=Ars Technica|language=en-us|archive-date=November 1, 2020|archive-url=https://web.archive.org/web/20201101105412/https://arstechnica.com/gadgets/2020/08/facebook-starts-merging-instagram-direct-and-facebook-messenger/|url-status=live}}</ref>

In March 2021, a feature was added that prevents adults from messaging users under 18 who do not follow them as part of a series of new child safety policies.<ref name="HK" /><ref name="DF" /><ref name="IS" /> In August 2023, Instagram introduced new adjustments to protect user privacy and prevent harassment and spam. Users can now only receive one direct message from accounts that they do not follow, and must approve the message request before further messages can be sent. This setting can be changed to allow unlimited messages from other accounts that the user does not follow.<ref>{{Cite web |last=Roth |first=Emma |date=August 3, 2023 |title=Instagram is making it harder for people to spam you with DM requests |url=https://www.theverge.com/2023/8/3/23818552/instagram-dm-request-spam-limit |access-date=January 20, 2024 |website=The Verge |language=en |archive-date=April 14, 2024 |archive-url=https://web.archive.org/web/20240414235352/https://www.theverge.com/2023/8/3/23818552/instagram-dm-request-spam-limit |url-status=live }}</ref>

In September 2024, Instagram added a sticker editor which allows users to cut out elements of photos and send them privately. It also enabled sticker addition and writing on photos.<ref>{{cite web |last1=Mehta |first1=Ivan |title=Instagram DMs get upgraded with new features |url=https://techcrunch.com/2024/09/06/instagram-is-adding-new-photo-editing-features-to-dms/ |website=TechCrunch |access-date=September 13, 2024 |date=September 6, 2024 |archive-date=September 13, 2024 |archive-url=https://web.archive.org/web/20240913145738/https://techcrunch.com/2024/09/06/instagram-is-adding-new-photo-editing-features-to-dms/ |url-status=live }}</ref>

=== Instagram Stories ===

{{See also|Story (social media)}}

In August 2016, Instagram launched Instagram Stories, a feature that allows users to take photos, add effects and layers, and add them to their Instagram story. Images uploaded to a user's story expire after 24 hours. The media noted the feature's similarities to [[Snapchat]].<ref>{{cite web |first=Josh |last=Constine |title=Instagram launches "Stories," a Snapchatty feature for imperfect sharing |url=https://techcrunch.com/2016/08/02/instagram-stories/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=August 2, 2016 |access-date=April 22, 2017 |archive-date=September 20, 2017 |archive-url=https://web.archive.org/web/20170920141716/https://techcrunch.com/2016/08/02/instagram-stories/ |url-status=live }}</ref><ref>{{cite web |first=Casey |last=Newton |title=Instagram's new stories are a near-perfect copy of Snapchat stories |url=https://www.theverge.com/2016/8/2/12348354/instagram-stories-announced-snapchat-kevin-systrom-interview |website=[[The Verge]] |date=August 2, 2016 |access-date=April 22, 2017 |archive-date=November 19, 2020 |archive-url=https://web.archive.org/web/20201119223200/https://www.theverge.com/2016/8/2/12348354/instagram-stories-announced-snapchat-kevin-systrom-interview |url-status=live }}</ref> In response to criticism that it copied functionality from Snapchat, CEO Kevin Systrom told ''[[Recode]]'' that "Day One: Instagram was a combination of [[Hipstamatic]], [[Twitter]] [and] some stuff from [[Facebook]] like the [[Facebook like button|'Like' button]]. You can trace the roots of every feature anyone has in their app, somewhere in the history of technology". Although Systrom acknowledged the criticism as "fair", ''Recode'' wrote that "he likened the two social apps' common features to the auto industry: Multiple car companies can coexist, with enough differences among them that they serve different consumer audiences". Systrom further stated that "When we adopted [Stories], we decided that one of the really annoying things about the format is that it just kept going and you couldn't pause it to look at something, you couldn't rewind. We did all that, we implemented that." He also told the publication that Snapchat "didn't have filters, originally. They adopted filters because Instagram had filters and a lot of others were trying to adopt filters as well."<ref>{{cite web|url=https://www.recode.net/2017/6/5/15738276/instagram-snapchat-stories-copying-kevin-systrom-filters-facebook-snap-kara-swisher-decode-podcast|title=Did Instagram copy Snapchat? Not exactly, Instagram CEO Kevin Systrom says.|last=Johnson|first=Eric|date=June 5, 2017|website=[[Recode]]|access-date=June 14, 2017|archive-date=August 8, 2020|archive-url=https://web.archive.org/web/20200808045153/https://www.vox.com/2017/6/5/15738276/instagram-snapchat-stories-copying-kevin-systrom-filters-facebook-snap-kara-swisher-decode-podcast|url-status=live}}</ref><ref>{{cite web|url=https://www.engadget.com/2017/06/05/did-instagram-copy-snapchat/|title=Instagram CEO downplays criticism that it copied Snapchat|last=Krishna|first=Swapna|date=June 5, 2017|website=[[Engadget]]|publisher=[[AOL]]|access-date=June 14, 2017|archive-date=February 3, 2019|archive-url=https://web.archive.org/web/20190203170107/https://www.engadget.com/2017/06/05/did-instagram-copy-snapchat/|url-status=live}}</ref>

In November, Instagram added live video functionality to Instagram Stories, allowing users to broadcast themselves live, with the video disappearing immediately after ending.<ref>{{cite web |first=Casey |last=Newton |title=Instagram's take on live video arrives with an ephemeral twist |url=https://www.theverge.com/2016/11/21/13682752/instagram-live-stories-direct-messages-snapchat |website=[[The Verge]] |date=November 21, 2016 |access-date=April 22, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108122855/http://www.theverge.com/2016/11/21/13682752/instagram-live-stories-direct-messages-snapchat |url-status=live }}</ref><ref name="tc-live">{{cite web |first=Josh |last=Constine |title=Instagram launches disappearing Live video and messages |url=https://techcrunch.com/2016/11/21/instagram-live/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=November 21, 2016 |access-date=April 22, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108164446/https://consent.yahoo.com/v2/collectConsent?sessionId=3_cc-session_a1b566b1-ecb0-4c38-9fcf-b0b2069397b4 |url-status=live }}</ref> In January 2017, Instagram launched skippable ads, where five-second photo and 15-second video ads appear in-between different stories.<ref name="tc-stories-150">{{cite web |first=Josh |last=Constine |title=Instagram Stories hits 150M daily users, launches skippable ads |url=https://techcrunch.com/2017/01/11/instagram-stories-hits-150m-daily-users-launches-skippable-ads/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=January 11, 2017 |access-date=April 22, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112014330/https://consent.yahoo.com/v2/collectConsent?sessionId=3_cc-session_c3bb5c89-739d-46bc-bd75-f065ca96ed2b |url-status=live }}</ref><ref name="telegraph-stories-150">{{cite news |first=James |last=Titcomb |title=Instagram to show more adverts by putting them in Stories |url=https://www.telegraph.co.uk/technology/2017/01/11/instagram-show-adverts-within-stories/ |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/2017/01/11/instagram-show-adverts-within-stories/ |archive-date=January 10, 2022 |url-access=subscription |url-status=live |website=[[The Daily Telegraph]] |date=January 11, 2017 |access-date=April 22, 2017}}{{cbignore}}</ref><ref name="variety-stories-200" />

In April 2017, Instagram Stories incorporated [[augmented reality]] stickers, a "clone" of Snapchat's functionality.<ref name="tc-stories-200">{{cite web |first=Josh |last=Constine |title=Instagram Stories hits 200M users, surpassing Snapchat as it copies its AR stickers |url=https://techcrunch.com/2017/04/13/instagram-stories-bigger-than-snapchat/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=April 13, 2017 |access-date=April 22, 2017 |archive-date=October 26, 2020 |archive-url=https://web.archive.org/web/20201026163815/https://techcrunch.com/2017/04/13/instagram-stories-bigger-than-snapchat/ |url-status=live }}</ref><ref name="verge-stories-200">{{cite web |first=Nick |last=Statt |title=Instagram Stories is now more popular than the app it was designed to kill |url=https://www.theverge.com/2017/4/13/15279266/instagram-stories-facebook-200-million-users-snapchat-clone |website=[[The Verge]] |date=April 13, 2017 |access-date=April 22, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112020012/https://www.theverge.com/2017/4/13/15279266/instagram-stories-facebook-200-million-users-snapchat-clone |url-status=live }}</ref><ref name="variety-stories-200">{{cite web |first=Janko |last=Roettgers |title=Instagram Clocks 200 Million Daily Users for Its Snapchat Stories Clone |url=https://variety.com/2017/digital/news/instagram-stories-200-million-users-1202029987/ |website=[[Variety (magazine)|Variety]] |date=April 13, 2017 |access-date=April 22, 2017 |archive-date=August 1, 2020 |archive-url=https://web.archive.org/web/20200801193415/https://variety.com/2017/digital/news/instagram-stories-200-million-users-1202029987/ |url-status=live }}</ref>

In May 2017, Instagram expanded the augmented reality sticker feature to support face filters, letting users add specific visual features onto their faces.<ref>{{cite web |first=Sean |last=O'Kane |title=Instagram adds augmented reality face filters |url=https://www.theverge.com/2017/5/16/15643062/instagram-face-filters-snapchat-facebook-features |website=[[The Verge]] |date=May 16, 2017 |access-date=May 23, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112023018/https://www.theverge.com/2017/5/16/15643062/instagram-face-filters-snapchat-facebook-features |url-status=live }}</ref><ref>{{cite web |first=Josh |last=Constine |title=Instagram launches selfie filters, copying the last big Snapchat feature |url=https://techcrunch.com/2017/05/16/instagram-face-filters/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=May 16, 2017 |access-date=May 23, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112011425/https://consent.yahoo.com/v2/collectConsent?sessionId=3_cc-session_a972fa64-7872-4c16-b074-cfec1e31304b |url-status=live }}</ref> Later in May, ''[[TechCrunch]]'' reported about tests of a Location Stories feature in Instagram Stories, where public Stories content at a certain location are compiled and displayed on a business, landmark or place's Instagram page.<ref>{{cite web |first=Josh |last=Constine |title=Instagram tests Location Stories |url=https://techcrunch.com/2017/05/16/instagram-location-stories/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=May 16, 2017 |access-date=May 23, 2017 |archive-date=October 30, 2020 |archive-url=https://web.archive.org/web/20201030023531/https://techcrunch.com/2017/05/16/instagram-location-stories/ |url-status=live }}</ref> A few days later, Instagram announced "Story Search", in which users can search for geographic locations or hashtags and the app displays relevant public Stories content featuring the search term.<ref name="tc-story-search">{{cite web |first=Josh |last=Constine |title=Instagram launches Story Search for hashtags and locations |url=https://techcrunch.com/2017/05/23/instagram-stories-search/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=May 23, 2017 |access-date=May 23, 2017 |archive-date=September 27, 2020 |archive-url=https://web.archive.org/web/20200927065746/https://techcrunch.com/2017/05/23/instagram-stories-search/ |url-status=live }}</ref><ref>{{cite web |first=Casey |last=Newton |title=You can now search Instagram Stories by location and hashtag |url=https://www.theverge.com/2017/5/23/15677494/instagram-story-search-hashtags |website=[[The Verge]] |date=May 23, 2017 |access-date=May 23, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112020634/https://www.theverge.com/2017/5/23/15677494/instagram-story-search-hashtags |url-status=live }}</ref>

In June 2017, Instagram revised its live-video functionality to allow users to add their live broadcast to their story for availability in the next 24 hours, or discard the broadcast immediately.<ref name="tc-june2017-live" /> In July, Instagram started allowing users to respond to Stories content by sending photos and videos, complete with Instagram effects such as filters, stickers, and hashtags.<ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram now lets you reply to stories with photos and videos |url=https://www.theverge.com/2017/7/6/15928646/instagram-story-replies-update-photos-videos |website=[[The Verge]] |date=July 6, 2017 |access-date=July 7, 2017 |archive-date=November 9, 2020 |archive-url=https://web.archive.org/web/20201109025325/https://www.theverge.com/2017/7/6/15928646/instagram-story-replies-update-photos-videos |url-status=live}}</ref><ref>{{cite web |first=Darrell |last=Etherington |title=You can now reply to Instagram Stories with photos and video |url=https://techcrunch.com/2017/07/06/you-can-now-reply-to-instagram-stories-with-photos-and-video/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=July 6, 2017 |access-date=July 7, 2017 |archive-date=August 17, 2020 |archive-url=https://web.archive.org/web/20200817195246/https://techcrunch.com/2017/07/06/you-can-now-reply-to-instagram-stories-with-photos-and-video/ |url-status=live}}</ref> Stories were made available for viewing on Instagram's mobile and desktop websites in late August 2017.<ref>{{cite web |first=Natt |last=Garun |title=You can now view Instagram Stories on the web |url=https://www.theverge.com/2017/8/31/16233416/instagram-stories-mobile-desktop-web-support |website=[[The Verge]] |date=August 31, 2017 |access-date=November 8, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112002129/https://www.theverge.com/2017/8/31/16233416/instagram-stories-mobile-desktop-web-support |url-status=live }}</ref><ref>{{cite web |first=David |last=Lumb |title=Instagram Stories now work in your browser |url=https://www.engadget.com/2017/08/31/instagram-stories-now-work-browser/ |website=[[Engadget]] |publisher=[[Oath Inc.]] |date=August 31, 2017 |access-date=November 8, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809060039/https://www.engadget.com/2017-08-31-instagram-stories-now-work-browser.html |url-status=live }}</ref>

On December 5, 2017, Instagram introduced "Story Highlights",<ref>{{Cite web|url=https://help.instagram.com/813938898787367|title=How do I add a story to my Story Highlights? &#124; Instagram Help Center|website=help.instagram.com|access-date=October 7, 2019|archive-date=September 20, 2020|archive-url=https://web.archive.org/web/20200920205126/https://help.instagram.com/813938898787367|url-status=live}}</ref> also known as "Permanent Stories", which are similar to Instagram Stories, but don't expire. They appear as circles below the profile picture and biography and are accessible from the desktop website as well. In June 2018, the daily active story users of Instagram had reached 400&nbsp;million users, and monthly active users had reached 1&nbsp;billion active users.<ref>{{cite web|url=https://tej9.com/instagram-marketing-agency/|title=Instagram|website=Tej SolPro|access-date=September 16, 2019|archive-date=September 11, 2020|archive-url=https://web.archive.org/web/20200911063610/https://tej9.com/instagram-marketing-agency/|url-status=live}}</ref>

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. This new functionality showcases unseen ''Story Highlights'' at the end of the Stories tray, which is situated at the top of the feed. By doing so, users can easily access curated Stories from the past week that they might not have seen previously. Importantly, this feature will only display Story Highlights—curated collections of Stories saved by users—rather than standard Stories that disappear after 24 hours. Users will only be able to view these Highlights after they have gone through all current Stories in their tray, meaning that those who follow many accounts may find it challenging to see these updates.<ref>{{Cite web |last=Malik |first=Aisha |date=December 23, 2024 |title=Exclusive: Instagram tests a way to show you Story Highlights you didn't get a chance to see |url=https://techcrunch.com/2024/12/23/instagram-tests-a-way-to-show-you-story-highlights-you-didnt-get-a-chance-to-see/#:~:text=Instagram%20is%20testing%20a%20way,see%20Stories%20from%20your%20friends. |access-date=December 27, 2024 |website=TechCrunch |language=en-US |archive-date=December 27, 2024 |archive-url=https://web.archive.org/web/20241227074335/https://techcrunch.com/2024/12/23/instagram-tests-a-way-to-show-you-story-highlights-you-didnt-get-a-chance-to-see/#:~:text=Instagram%20is%20testing%20a%20way,see%20Stories%20from%20your%20friends. |url-status=live }}</ref>

=== Interface redesign tests (2025) ===
In September 2025, Instagram began testing a ''Reels-first'' user interface in India and South Korea. The redesign displays the Reels page as the default home tab, with Stories remaining at the top and the direct messages (DM) button moved to the center of the navigation bar. The Reels tab now occupies the second position in the navigation, while a new ''Following'' tab sits alongside it, offering three feed options: "All" (recommended posts and Reels from followed accounts), "Friends" (content from mutual connections), and "Latest" (the newest posts and Reels). Meta stated that the test would initially reach a limited number of users, with plans for a global rollout depending on feedback.<ref>{{Cite web |last=Mehta |first=Ivan |date=September 29, 2025 |title=Instagram is testing a Reels-first UI in India and South Korea |url=https://techcrunch.com/2025/09/29/instagram-is-testing-a-reels-first-ui-in-india-and-south-korea/ |access-date=September 29, 2025 |website=TechCrunch |language=en-US |archive-date=September 29, 2025 |archive-url=https://web.archive.org/web/20250929115659/https://techcrunch.com/2025/09/29/instagram-is-testing-a-reels-first-ui-in-india-and-south-korea/ |url-status=live }}</ref>

=== Verified badges on Instagram ===
Instagram introduced a [[Account verification|verification]] feature, known as the blue verified badge, in December 2014.<ref>{{cite news |last1=D'Onfro |first1=Jillian |title=Instagram Is Introducing 'Verified Badges' For Public Figures |url=https://www.businessinsider.com/instagram-verified-badges-2014-12?r=US&IR=T |access-date=February 28, 2024 |work=Business Insider |agency=Business Insider |date=December 10, 2014 |archive-date=February 28, 2024 |archive-url=https://web.archive.org/web/20240228115741/https://www.businessinsider.com/instagram-verified-badges-2014-12?r=US&IR=T |url-status=live }}</ref> The feature allows users to verify their accounts to confirm their authenticity.
Instagram began allowing users to request verification for their accounts in August 2018.<ref>{{cite news |last1=Damiani |first1=Jesse |title=Instagram Just Added A Verification Request Form And New Security Features. Here's How To Apply. |url=https://www.forbes.com/sites/jessedamiani/2018/08/28/instagram-just-added-a-verification-request-form-and-new-security-features-heres-how-to-apply/?sh=12de9f22c83f |access-date=February 28, 2024 |work=Forbes |date=August 28, 2018 |language=en |archive-date=February 28, 2024 |archive-url=https://web.archive.org/web/20240228115742/https://www.forbes.com/sites/jessedamiani/2018/08/28/instagram-just-added-a-verification-request-form-and-new-security-features-heres-how-to-apply/?sh=12de9f22c83f |url-status=live }}</ref> This marked a significant shift from the previous system where verification was typically initiated by Instagram itself for accounts it deemed to be of public interest or high-profile.<ref>{{cite news |last1=Reynoso |first1=Greg |title=Instagram's Verification Self-Submission Form Update Allows for a More Complete Verification Request |url=https://www.entrepreneur.com/science-technology/instagrams-verification-self-submission-form-update-allows/377689 |access-date=February 28, 2024 |work=Entrepreneur |date=August 8, 2021 |language=en |archive-date=February 28, 2024 |archive-url=https://web.archive.org/web/20240228115741/https://www.entrepreneur.com/science-technology/instagrams-verification-self-submission-form-update-allows/377689 |url-status=live }}</ref> With the introduction of this feature, eligible users could apply for verification directly through the Instagram app.<ref>{{cite news |last1=Ward |first1=Tom |title=How To Get Verified On Instagram |url=https://www.forbes.com/sites/tomward/2018/04/16/how-to-get-verified-on-instagram/?sh=6bded4a46b2b |access-date=February 28, 2024 |work=Forbes |date=April 16, 2018 |language=en |archive-date=February 28, 2024 |archive-url=https://web.archive.org/web/20240228115741/https://www.forbes.com/sites/tomward/2018/04/16/how-to-get-verified-on-instagram/?sh=6bded4a46b2b |url-status=live }}</ref>
The Instagram blue verified badge is a symbol displayed next to an account's name to signify that the account is authentic, credible, and belongs to a public figure, celebrity, brand, or entity of significant public interest. It helps users easily identify legitimate accounts amidst the vast number of profiles on the platform.<ref>{{cite news |last1=Earl |first1=Jennifer |title=Instagram verified? How to get that coveted blue check mark |url=https://www.foxnews.com/tech/instagram-verified-how-to-get-that-coveted-blue-check-mark |access-date=February 28, 2024 |publisher=Fox News |date=August 29, 2018 |archive-date=February 28, 2024 |archive-url=https://web.archive.org/web/20240228115744/https://www.foxnews.com/tech/instagram-verified-how-to-get-that-coveted-blue-check-mark |url-status=live }}</ref> The badge appears as a blue checkmark located next to the account's username in search results, profile pages, and comments.
Obtaining the blue verified badge typically requires meeting certain criteria set by Instagram, such as being notable, authentic, unique, complete, and adhering to the platform's terms of service and community guidelines. Instagram [[Account verification|verifies accounts]] based on its own discretion, and not all accounts meeting the criteria may be verified. Users can apply for verification through Instagram's settings, but the decision to grant verification ultimately rests with Instagram's team.
[[Meta Platforms|Meta]] (formerly [[Facebook]]) launched paid verification on Instagram in 2021.<ref>{{cite news |last1=Titcomb |first1=James |title=Facebook and Instagram to launch paid-for subscription services |url=https://www.telegraph.co.uk/business/2023/02/19/facebook-instagram-launch-paid-for-subscription-services/ |access-date=February 28, 2024 |work=The Telegraph |date=February 19, 2023 |archive-date=February 28, 2024 |archive-url=https://web.archive.org/web/20240228115741/https://www.telegraph.co.uk/business/2023/02/19/facebook-instagram-launch-paid-for-subscription-services/ |url-status=live }}</ref> Paid verification allowed eligible Instagram users to request verification for their accounts via paying a fee,<ref>{{cite magazine |title=What Paid Facebook, Instagram and Twitter Verification Means for You |url=https://time.com/6257711/facebook-instagram-twitter-paid-verification/ |access-date=February 28, 2024 |magazine=Time |date=February 22, 2023 |language=en |archive-date=February 28, 2024 |archive-url=https://web.archive.org/web/20240228115740/https://time.com/6257711/facebook-instagram-twitter-paid-verification/ |url-status=live }}</ref> rather than relying solely on meeting the platform's traditional criteria for verification.<ref>{{cite news |title=Meta Asks Users to Pay for Verification Following Twitter Move |url=https://www.bloomberg.com/news/articles/2023-02-20/meta-asks-users-to-pay-for-verification-following-twitter-move |access-date=February 28, 2024 |work=Bloomberg.com |date=February 20, 2023 |language=en |archive-date=March 19, 2023 |archive-url=https://web.archive.org/web/20230319123448/https://www.bloomberg.com/news/articles/2023-02-20/meta-asks-users-to-pay-for-verification-following-twitter-move |url-status=live }}</ref>

=== Advertising ===
[[Emily White (businessperson)|Emily White]] joined Instagram as [[chief operating officer|Director of Business Operations]] in April 2013.<ref>{{cite web |first=Alexia |last=Tsotsis |title=Monetization TBD ... Instagram Hires Facebook's Emily White As Director of Business Operations |url=https://techcrunch.com/2013/04/02/instagram-hires-facebooks-emily-white-as-director-of-business-operations/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=April 2, 2013 |access-date=April 23, 2017 |archive-date=August 13, 2020 |archive-url=https://web.archive.org/web/20200813093454/https://techcrunch.com/2013/04/02/instagram-hires-facebooks-emily-white-as-director-of-business-operations/ |url-status=live }}</ref><ref>{{cite web |first=Alyson |last=Shontell |title=Emily White Has The Large Task of Turning A Zero-Revenue Business For Facebook into A Money-Making Machine |url=http://www.businessinsider.com/emily-white-instagram-director-of-business-operations-2013-9 |website=[[Business Insider]] |date=September 9, 2013 |access-date=April 23, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809014348/https://www.businessinsider.com/emily-white-instagram-director-of-business-operations-2013-9 |url-status=live }}</ref> She said in an interview with ''[[The Wall Street Journal]]'' in September 2013 that the company should be ready to begin selling advertising by September 2014 as a way to generate business from a popular entity that had not yet created profit for its parent company.<ref>{{cite news |last1=Rusli |first1=Evelyn M. |title=Instagram Pictures Itself Making Money |url=https://www.wsj.com/articles/instagram-pictures-itself-making-money-1378675706 |work=[[The Wall Street Journal]] |date=September 8, 2013 |access-date=March 20, 2020 |archive-date=August 1, 2020 |archive-url=https://web.archive.org/web/20200801221235/https://www.wsj.com/articles/instagram-pictures-itself-making-money-1378675706 |url-status=live }}</ref> White left Instagram in December 2013 to join [[Snapchat]].<ref>{{cite web |first=Addy |last=Dugdale |title=Snapchat Snaps Up Facebook And Instagram's Emily White As Its New COO |url=https://www.fastcompany.com/3022925/snapchat-snaps-up-facebook-and-instagrams-emily-white-as-its-new-coo |work=[[Fast Company]] |date=December 4, 2013 |access-date=April 23, 2017 |archive-date=August 1, 2020 |archive-url=https://web.archive.org/web/20200801205002/https://www.fastcompany.com/3022925/snapchat-snaps-up-facebook-and-instagrams-emily-white-as-its-new-coo |url-status=live }}</ref><ref>{{cite web |first=Julie |last=Bort |title=Snapchat Just Nabbed An Important Advertising Exec Away From Facebook |url=http://www.businessinsider.com/snapchat-names-emily-white-coo-2013-12 |website=[[Business Insider]] |date=December 3, 2013 |access-date=April 23, 2017 |archive-date=November 11, 2020 |archive-url=https://web.archive.org/web/20201111204529/https://www.businessinsider.com/snapchat-names-emily-white-coo-2013-12?r=DE&IR=T |url-status=live }}</ref> In August 2014, James Quarles became Instagram's Global Head of Business and Brand Development, tasked with overseeing advertisement, sales efforts, and developing new "monetization products", according to a spokesperson.<ref>{{cite web |first=Kurt |last=Wagner |title=Instagram Hires New Ad Chief |url=https://www.recode.net/2014/8/13/11629814/instagram-hires-new-ad-chief |website=[[Recode]] |date=August 13, 2014 |access-date=April 23, 2017 |archive-date=April 17, 2019 |archive-url=https://web.archive.org/web/20190417002006/https://www.recode.net/2014/8/13/11629814/instagram-hires-new-ad-chief |url-status=live }}</ref>

In October 2013, Instagram announced that video and image ads would soon appear in feeds for users in the United States,<ref>{{cite web |first=Matthew |last=Panzarino |title=Instagram To Start Showing In-Feed Video And Image Ads To US Users |url=https://techcrunch.com/2013/10/03/instagram-starts-showing-in-feed-video-and-image-ads-to-us-users/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=October 3, 2013 |access-date=April 23, 2017 |archive-date=August 17, 2020 |archive-url=https://web.archive.org/web/20200817184249/https://techcrunch.com/2013/10/03/instagram-starts-showing-in-feed-video-and-image-ads-to-us-users/ |url-status=live }}</ref><ref>{{cite web |first=Adrian |last=Covert |title=Instagram: Now with ads |url=https://money.cnn.com/2013/10/03/technology/social/instagram-ads/ |publisher=[[CNN]] |date=October 3, 2013 |access-date=April 23, 2017 |archive-date=January 29, 2020 |archive-url=https://web.archive.org/web/20200129001159/https://money.cnn.com/2013/10/03/technology/social/instagram-ads/ |url-status=live }}</ref> with the first image advertisements displaying on November 1, 2013.<ref>{{cite web |first=Chris |last=Welch |title=Instagram launches ads with sponsored post from Michael Kors |url=https://www.theverge.com/2013/11/1/5055416/instagram-launches-sponsored-posts-michael-kors-first-ad |website=[[The Verge]] |date=November 1, 2013 |access-date=April 23, 2017 |archive-date=August 1, 2020 |archive-url=https://web.archive.org/web/20200801235605/https://www.theverge.com/2013/11/1/5055416/instagram-launches-sponsored-posts-michael-kors-first-ad |url-status=live }}</ref><ref>{{cite web |first=Jennifer |last=Van Grove |title=The preview is over: Instagram ads are here |url=https://www.cnet.com/news/the-preview-is-over-instagram-ads-are-here/ |publisher=[[CNET]] |date=November 1, 2013 |access-date=April 23, 2017 |archive-date=October 23, 2020 |archive-url=https://web.archive.org/web/20201023235535/https://www.cnet.com/news/the-preview-is-over-instagram-ads-are-here/ |url-status=live }}</ref> Video ads followed nearly a year later on October 30, 2014.<ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram launches video ads today |url=https://www.theverge.com/2014/10/30/7131081/instagram-video-ads-launching-today |website=[[The Verge]] |date=October 30, 2014 |access-date=April 23, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112014426/https://www.theverge.com/2014/10/30/7131081/instagram-video-ads-launching-today |url-status=live }}</ref><ref>{{cite web |first=Paul |last=Sawers |title=Instagram video ads are rolling out today, watch 4 of them here |url=https://thenextweb.com/insider/2014/10/30/instagram-video-ads-rolling-today-watch-four/ |website=The Next Web |date=October 30, 2014 |access-date=April 23, 2017 |archive-date=August 17, 2020 |archive-url=https://web.archive.org/web/20200817183953/https://thenextweb.com/insider/2014/10/30/instagram-video-ads-rolling-today-watch-four/ |url-status=live }}</ref> In June 2014, Instagram announced the rollout of ads in the United Kingdom, Canada and Australia,<ref>{{cite web |first=Jackie |last=Dove |title=Instagram will introduce ads in the UK, Canada and Australia 'later this year' |url=https://thenextweb.com/creativity/2014/06/09/instagram-plans-ad-rollout-uk-canada-australia/ |website=The Next Web |date=June 9, 2014 |access-date=April 23, 2017 |archive-date=September 23, 2020 |archive-url=https://web.archive.org/web/20200923205049/https://thenextweb.com/creativity/2014/06/09/instagram-plans-ad-rollout-uk-canada-australia/ |url-status=live }}</ref> with ads starting to roll out that autumn.<ref>{{cite web |first=Josh |last=Ong |title=Instagram to introduce advertising in the UK in 'the coming weeks' |url=https://thenextweb.com/facebook/2014/09/17/instagram-will-roll-sponsored-posts-uk-coming-weeks/ |website=The Next Web |date=September 17, 2014 |access-date=April 23, 2017 |archive-date=September 19, 2020 |archive-url=https://web.archive.org/web/20200919011049/https://thenextweb.com/facebook/2014/09/17/instagram-will-roll-sponsored-posts-uk-coming-weeks/ |url-status=live }}</ref> In March 2015, Instagram announced it would implement "carousel ads", allowing advertisers to display multiple images with options for linking to additional content.<ref>{{cite web |first=Garett |last=Sloane |title=Instagram Unveils New Features for Advertisers, From Carousel-Style Photos to Web Links |url=http://www.adweek.com/digital/instagram-unveils-new-features-advertisers-carousel-style-photos-web-links-163268/ |website=[[Adweek]] |publisher=Beringer Capital |date=March 4, 2015 |access-date=April 23, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108121939/https://www.adweek.com/digital/instagram-unveils-new-features-advertisers-carousel-style-photos-web-links-163268/ |url-status=live }}</ref><ref>{{cite web |first=Alexei |last=Oreskovic |title=Facebook's Instagram rolls out new 'carousel' ads |url=https://www.reuters.com/article/us-instagram-ads-idUSKBN0M023S20150304 |work=[[Reuters]] |date=March 4, 2015 |access-date=April 23, 2017 |archive-date=August 1, 2020 |archive-url=https://web.archive.org/web/20200801235415/https://www.reuters.com/article/us-instagram-ads-idUSKBN0M023S20150304 |url-status=live }}</ref> The company launched carousel image ads in October 2015,<ref>{{cite web |first=Marty |last=Swant |title=Why Offering Self-Service Carousel Ads Could Attract More Marketers to Instagram |url=http://www.adweek.com/digital/why-instagram-offering-self-service-carousel-ads-could-attract-more-marketers-167877/ |website=[[Adweek]] |publisher=Beringer Capital |date=October 30, 2015 |access-date=April 23, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809034146/https://www.adweek.com/digital/why-instagram-offering-self-service-carousel-ads-could-attract-more-marketers-167877/ |url-status=live }}</ref><ref>{{cite web |first=Mark |last=Sullivan |title=Instagram will sell carousel ads to businesses via self-service |url=https://venturebeat.com/2015/10/29/instagram-will-sell-carousel-ads-to-businesses-via-self-service/ |website=[[VentureBeat]] |date=October 29, 2015 |access-date=April 23, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108130045/http://venturebeat.com/2015/10/29/instagram-will-sell-carousel-ads-to-businesses-via-self-service/ |url-status=live }}</ref> and video carousel ads in March 2016.<ref>{{cite news |first=Maureen |last=Morrison |title=Instagram Adds Video to Ad Carousel |url=http://adage.com/article/digital/instagram-introduces-video-ad-format/303831/ |website=[[Advertising Age]] |publisher=[[Crain Communications]] |date=May 3, 2016 |access-date=April 23, 2017 |archive-date=January 29, 2020 |archive-url=https://web.archive.org/web/20200129000525/https://adage.com/article/digital/instagram-introduces-video-ad-format/303831 |url-status=live }}</ref>

In February 2016, Instagram announced that it had 200,000&nbsp;advertisers on the platform.<ref>{{cite web |first=Anthony |last=Ha |title=There Are Now 200K Advertisers on Instagram |url=https://techcrunch.com/2016/02/24/200k-advertisers-on-instagram/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=February 24, 2016 |access-date=April 23, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108121827/http://techcrunch.com/2016/02/24/200k-advertisers-on-instagram/ |url-status=live }}</ref> This number increased to 500,000 by September 2016,<ref>{{cite web |first=Anthony |last=Ha |title=And now there are 500K active advertisers on Instagram |url=https://techcrunch.com/2016/09/22/instagram-500k/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=September 22, 2016 |access-date=April 23, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108163152/https://techcrunch.com/2016/09/22/instagram-500k/ |url-status=live }}</ref> and 1&nbsp;million in March 2017.<ref>{{cite web |first=David |last=Ingram |title=Instagram says advertising base tops one million businesses |url=https://www.reuters.com/article/us-instagram-advertising-idUSKBN16T1LK |work=[[Reuters]] |date=March 22, 2017 |access-date=April 23, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112035608/https://www.reuters.com/article/us-instagram-advertising-idUSKBN16T1LK |url-status=live }}</ref><ref>{{cite web |first=Ken |last=Yeung |title=Instagram now has 1 million advertisers, will launch business booking tool this year |url=https://venturebeat.com/2017/03/22/instagram-now-has-1-million-advertisers-will-launch-business-booking-tool-this-year/ |website=[[VentureBeat]] |date=March 22, 2017 |access-date=April 23, 2017 |archive-date=August 3, 2020 |archive-url=https://web.archive.org/web/20200803124434/https://venturebeat.com/2017/03/22/instagram-now-has-1-million-advertisers-will-launch-business-booking-tool-this-year/ |url-status=live }}</ref> In May 2016, Instagram launched new tools for business accounts, including business profiles, analytics and the ability to promote posts as ads. To access the tools, businesses had to link a corresponding Facebook page.<ref name="tc-insights">{{cite web |first=Sarah |last=Perez |title=Instagram officially announces its new business tools |url=https://techcrunch.com/2016/05/31/instagram-officially-announces-its-new-business-tools/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=May 31, 2016 |access-date=April 23, 2017 |archive-date=October 28, 2020 |archive-url=https://web.archive.org/web/20201028182150/https://techcrunch.com/2016/05/31/instagram-officially-announces-its-new-business-tools/ |url-status=live }}</ref> The new analytics page, known as Instagram Insights, allowed business accounts to view top posts, reach, impressions, engagement and demographic data.<ref name="tc-insights" /> Insights rolled out first in the United States, Australia, and New Zealand, and expanded to the rest of the world later in 2016.<ref>{{cite magazine |first=Sarah |last=Griffifths |title=Instagram launches business tools to help users buy and sell |url=https://www.wired.co.uk/article/instagram-business-tools-uk |magazine=[[Wired (magazine)|Wired]] |date=August 15, 2016 |access-date=April 23, 2017 |archive-date=November 13, 2020 |archive-url=https://web.archive.org/web/20201113155049/https://www.wired.co.uk/article/instagram-business-tools-uk |url-status=live }}</ref><ref name="tc-insights" /><ref>{{cite web |first=Oscar |last=Raymundo |title=Instagram will let you run a business profile if you have a Facebook Page |url=http://www.macworld.com/article/3077377/social-media/instagram-will-let-you-run-a-business-profile-if-you-have-a-facebook-page.html |website=[[MacWorld]] |publisher=[[International Data Group]] |date=May 31, 2016 |access-date=April 23, 2017 |archive-date=November 6, 2018 |archive-url=https://web.archive.org/web/20181106184937/https://www.macworld.com/article/3077377/social-media/instagram-will-let-you-run-a-business-profile-if-you-have-a-facebook-page.html |url-status=live }}</ref>

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".<ref>{{Cite web |url=https://www.theverge.com/2018/11/15/18095679/instagram-shopping-product-collection-video-posts |title=Instagram will now let users shop items from video posts |last=Carman |first=Ashley |date=November 15, 2018 |website=[[The Verge]] |access-date=December 29, 2019 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108094413/https://www.theverge.com/2018/11/15/18095679/instagram-shopping-product-collection-video-posts |url-status=live}}</ref> In April 2019, Instagram added the option to "Checkout on Instagram", which allows merchants to sell products directly through the Instagram app.<ref>{{Cite web |url=https://www.theverge.com/2019/3/19/18271840/instagram-checkout-shopping-facebook-business |title=Instagram adds in-app checkout as part of its big push into shopping |last=Newton |first=Casey |date=March 19, 2019 |website=[[The Verge]] |access-date=December 29, 2019 |archive-date=November 13, 2020 |archive-url=https://web.archive.org/web/20201113032023/https://www.theverge.com/2019/3/19/18271840/instagram-checkout-shopping-facebook-business |url-status=live}}</ref> In March 2020, via a blog post, Instagram announced that they are making major moderation changes in order to decrease the flow of disinformation, hoaxes and fake news regarding [[COVID-19]] on its platform, "We'll remove COVID-19 accounts from account recommendations, and we are working to remove some COVID-19 related content from Explore unless posted by a credible health organization. We will also start to downrank content in feed and Stories that has been rated false by third-party fact-checkers."<ref>{{cite web|url=https://www.businessinsider.com/instagram-changes-moderation-policy-for-coronavirus-hoaxes-2020-3|title=Instagram is targeting fake coronavirus news and finally taking disinformation and hoaxes seriously|first=Ben|last=Gilbert|work=[[Business Insider]]|access-date=March 24, 2020|archive-date=October 14, 2020|archive-url=https://web.archive.org/web/20201014221602/https://www.businessinsider.com/instagram-changes-moderation-policy-for-coronavirus-hoaxes-2020-3|url-status=live}}</ref>

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" on the user side to identify them as affiliate posts. Launch partners included Sephora, MAC, and Kopari.<ref>{{cite web |last1=Spangler |first1=Todd |title=Instagram Will Let Creators Earn Shopping Referral Commissions, Part of Facebook's Monetization Push |url=https://variety.com/2021/digital/news/instagram-shopping-monetization-tools-zuckerberg-1234991560/ |website=[[Variety (magazine)|Variety]] |date=June 8, 2021 |access-date=August 27, 2021 |archive-date=April 30, 2023 |archive-url=https://web.archive.org/web/20230430050653/https://variety.com/2021/digital/news/instagram-shopping-monetization-tools-zuckerberg-1234991560/ |url-status=live }}</ref>

=== Stand-alone apps ===
Instagram has developed and released three stand-alone apps with specialized functionality. In July 2014, it 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.<ref>{{cite web |first=Ellis |last=Hamburger |title=This is Bolt, Instagram's new messaging app |url=https://www.theverge.com/2014/7/29/5948845/this-is-bolt-instagrams-new-messaging-app |website=[[The Verge]] |date=July 29, 2014 |access-date=April 23, 2017 |archive-date=July 30, 2014 |archive-url=https://web.archive.org/web/20140730002532/http://www.theverge.com/2014/7/29/5948845/this-is-bolt-instagrams-new-messaging-app |url-status=live }}</ref><ref>{{cite web |first=Alyson |last=Shontell |title=Instagram Launches Its One-Tap Photo App Bolt To Rival TapTalk And Mirage |url=http://www.businessinsider.com/instagram-launches-bolt-2014-7 |website=[[Business Insider]] |date=July 29, 2014 |access-date=April 23, 2017 |archive-date=August 9, 2020 |archive-url=https://web.archive.org/web/20200809063958/https://www.businessinsider.com/instagram-launches-bolt-2014-7 |url-status=live }}</ref> It was followed by the release of [[Hyperlapse (application)|Hyperlapse]] in August, an iOS-exclusive app that uses "clever algorithm processing" to create tracking shots and fast time-lapse videos.<ref>{{cite magazine |first=Cliff |last=Kuang |title=Hyperlapse, Instagram's New App, Is Like a $15,000 Video Setup in Your Hand |url=https://www.wired.com/2014/08/hyperlapse-instagrams-new-app-is-like-a-15000-video-setup-in-your-hand/ |magazine=[[Wired (magazine)|Wired]] |date=August 26, 2014 |access-date=April 23, 2017 |archive-date=November 14, 2020 |archive-url=https://web.archive.org/web/20201114034640/https://www.wired.com/2014/08/hyperlapse-instagrams-new-app-is-like-a-15000-video-setup-in-your-hand/ |url-status=live }}</ref><ref>{{cite web |first=Darrell |last=Etherington |title=Instagram's New Hyperlapse App Makes Mobile Timelapse And Steady Video Capture Easy |url=https://techcrunch.com/2014/08/26/instagram-hyperlapse/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=August 26, 2014 |access-date=April 23, 2017 |archive-date=October 22, 2020 |archive-url=https://web.archive.org/web/20201022085148/https://techcrunch.com/2014/08/26/instagram-hyperlapse/ |url-status=live }}</ref> Microsoft launched a Hyperlapse app for Android and Windows in May 2015, but there has been no official [[Hyperlapse (application)|Hyperlapse app]] from Instagram for either of these platforms to date.<ref>{{cite web |first=Emil |last=Protalinski |title=Microsoft Hyperlapse apps launch on Android and Windows to turn your shaky videos into smooth timelapses |url=https://venturebeat.com/2015/05/14/microsoft-hyperlapse-apps-launch-on-android-and-windows-to-turn-your-shaky-videos-into-smooth-timelapses/ |website=[[VentureBeat]] |date=May 14, 2015 |access-date=April 23, 2017 |archive-date=August 3, 2020 |archive-url=https://web.archive.org/web/20200803124424/https://venturebeat.com/2015/05/14/microsoft-hyperlapse-apps-launch-on-android-and-windows-to-turn-your-shaky-videos-into-smooth-timelapses/ |url-status=live }}</ref> In October 2015, it released Boomerang, a video app that combines photos into short, one-second videos that play back-and-forth in a loop.<ref>{{cite web |first=Kathleen |last=Chaykowski |title=Instagram Launches New App 'Boomerang' For Making GIF-Like Videos |url=https://www.forbes.com/sites/kathleenchaykowski/2015/10/22/instagram-launches-new-app-boomerang-for-making-gif-like-videos/ |website=[[Forbes]] |date=October 22, 2015 |access-date=April 23, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108092549/https://www.forbes.com/sites/kathleenchaykowski/2015/10/22/instagram-launches-new-app-boomerang-for-making-gif-like-videos/ |url-status=live }}</ref><ref>{{cite web |first=Paul |last=Sawers |title=Instagram launches Boomerang, an app that creates crazy, looping 1-second videos |url=https://venturebeat.com/2015/10/22/instagram-launches-boomerang-an-app-that-creates-crazy-looping-1-second-videos/ |website=[[VentureBeat]] |date=October 22, 2015 |access-date=April 23, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108104706/http://venturebeat.com/2015/10/22/instagram-launches-boomerang-an-app-that-creates-crazy-looping-1-second-videos/ |url-status=live }}</ref>

=== Third-party services ===
The popularity of Instagram has led to a variety of third-party services designed to integrate with it, including services for creating content to post on the service and generating content from Instagram photos (including physical print-outs), analytics, and alternative clients for platforms with insufficient or no official support from Instagram (such as in the past, [[iPad]]s).<ref>{{cite web |first=Heather |last=Kelly |title=10 cool things to do with Instagram |url=http://www.macworld.com/article/1160269/software-photography/instagramprojects.html |website=[[MacWorld]] |publisher=[[International Data Group]] |date=June 3, 2011 |access-date=April 23, 2017 |archive-date=November 6, 2018 |archive-url=https://web.archive.org/web/20181106184748/https://www.macworld.com/article/1160269/software-photography/instagramprojects.html |url-status=live }}</ref><ref name="KO">{{Cite web|url=https://techcrunch.com/2015/11/17/just-instagram/|title=Instagram Kills Off Feed Reading Apps|website=[[TechCrunch]]|date=November 17, 2015|access-date=December 29, 2019|archive-date=August 14, 2020|archive-url=https://web.archive.org/web/20200814232922/https://techcrunch.com/2015/11/17/just-instagram/|url-status=live}}</ref>

In November 2015, Instagram announced that effective June 1, 2016, it would end "feed" [[API]] access to its platform in order to "maintain control for the community and provide a clear roadmap for developers" and "set up a more sustainable environment built around authentic experiences on the platform", including those oriented towards [[content creation]], publishers, and advertisers. Additionally, third-party clients have been prohibited from using the text strings "insta" or "gram" in their name.<ref>{{cite web |title=Gramfeed is now Picodash |url=http://www.gramfeed.com/about |website=gramfeed |quote=Instagram based apps cannot have the word "insta" or "gram" in the name |access-date=August 26, 2021 |archive-date=May 1, 2023 |archive-url=https://web.archive.org/web/20230501033445/http://www.gramfeed.com/about |url-status=live }}</ref> It was reported that these changes were primarily intended to discourage third-party clients replicating the entire Instagram experience (due to increasing monetization of the service), and security reasons (such as preventing abuse by automated [[click farm]]s, and the hijacking of accounts). In the wake of the [[Facebook–Cambridge Analytica data scandal|Cambridge Analytica scandal]], Instagram began to impose further restrictions on its API in 2018.<ref name="KO" /><ref>{{Cite web|url=https://techcrunch.com/2018/04/02/instagram-api-limit/|title=Instagram suddenly chokes off developers as Facebook chases privacy|website=[[TechCrunch]]|date=April 2, 2018|access-date=December 29, 2019|archive-date=August 9, 2020|archive-url=https://web.archive.org/web/20200809161150/https://guce.techcrunch.com/consent?brandType=nonEU&done=https://techcrunch.com/2018/04/02/instagram-api-limit/&gcrumb=TW5Ci1A=|url-status=live}}</ref><ref>{{Cite web|url=https://mashable.com/2015/11/19/instagram-third-party-apps/|title=Instagram is cracking down on third-party apps|last=Bell|first=Karissa|website=Mashable|date=November 19, 2015|access-date=December 29, 2019|archive-date=November 8, 2020|archive-url=https://web.archive.org/web/20201108094126/https://mashable.com/2015/11/19/instagram-third-party-apps/?europe=true|url-status=live}}</ref>

Third-party services can be used for unlimited browsing of public Instagram profiles without having to create an account, as well as for anonymous browsing of someone else's Stories.<ref>{{cite web |author1=Sumit |title=Can You Use Instagram Without An Account |url=https://www.coremafia.com/can-you-use-instagram-without-an-account/ |access-date=May 31, 2020 |archive-url=https://web.archive.org/web/20200513031633/https://www.coremafia.com/can-you-use-instagram-without-an-account/ |archive-date=May 13, 2020 |date=October 7, 2019 |url-status=live}}</ref> Stories are more authentic than typical photos posted as posts because users know that in 24 hours their Stories will disappear if they don't add them as highlighted<ref>{{cite web |title=When does my Instagram story disappear? |url=https://help.instagram.com/1729008150678239 |access-date=May 31, 2020 |archive-url=https://web.archive.org/web/20200412045444/https://help.instagram.com/1729008150678239 |archive-date=April 12, 2020 |url-status=live}}</ref> (however users can check who saw their Story for 48 hours after it was published<ref>{{cite web |title=How can I tell who's seen my Instagram Story? |url=https://help.instagram.com/202055156863605 |access-date=May 31, 2020 |archive-url=https://web.archive.org/web/20200412070138/https://help.instagram.com/202055156863605 |archive-date=April 12, 2020 |url-status=live}}</ref>). For this reason, they are very valuable for market research.<ref>{{cite web |first1=Rebekah |last1=Carter |title=We Tried The Best Instagram Viewers: Here's what we Learned – Followergrowth |work=Followergrowth |url=https://followergrowth.co/best-instagram-viewer-tools/ |access-date=May 31, 2020 |archive-url=https://web.archive.org/web/20191217063940/https://followergrowth.co/best-instagram-viewer-tools/ |archive-date=December 17, 2019 |date=June 18, 2019 |url-status=live}}</ref>

=== Fact-checking ===
On December 16, 2019, [[Facebook, Inc.|Facebook]] announced it would expand its fact-checking programs towards Instagram,<ref>{{Cite web|last=Kozlowska|first=Hanna|title=Instagram will finally fact-check posts|url=https://qz.com/1770264/instagram-will-finally-fact-check-posts/|date=December 17, 2019|access-date=August 9, 2020|website=Quartz|language=en|archive-date=November 2, 2020|archive-url=https://web.archive.org/web/20201102000802/https://qz.com/1770264/instagram-will-finally-fact-check-posts/|url-status=live}}</ref> by using third-party fact-checkers organizations false information is able to be identified, reviewed and labeled as false information. Content when rated as false or partly false is removed from the explore page and hashtag pages, additionally content rated as false or partly false are labeled as such. With the addition of Facebook fact-checking program came the use of image matching technology to find further instances of misinformation. If a piece of content is labeled false or partly false on [[Facebook]] or Instagram then duplicates of such content will also be labeled as false.<ref>{{Cite web|date=December 16, 2019|title=Combatting Misinformation on Instagram|url=https://about.fb.com/news/2019/12/combatting-misinformation-on-instagram/|access-date=August 9, 2020|website=About Facebook|language=en-US|archive-date=October 22, 2020|archive-url=https://web.archive.org/web/20201022062929/https://about.fb.com/news/2019/12/combatting-misinformation-on-instagram/|url-status=live}}</ref>

=== Algorithm and design changes ===
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.<ref>{{cite news|last=Titcomb|first=James|date=March 16, 2016|title=Instagram is changing its feed to show photos out of order|newspaper=[[The Daily Telegraph]]|url=https://www.telegraph.co.uk/technology/2016/03/16/instagram-is-changing-its-feed-to-show-photos-out-of-order/ |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/2016/03/16/instagram-is-changing-its-feed-to-show-photos-out-of-order/ |archive-date=January 10, 2022 |url-access=subscription |url-status=live|access-date=July 14, 2017}}{{cbignore}}</ref> Instagram said the algorithm was designed so that users would see more of the photos by users that they liked,<ref>{{cite web|date=March 15, 2016|title=See the Moments You Care About First|url=http://blog.instagram.com/post/141107034797/160315-news|archive-url=https://web.archive.org/web/20160315223405/http://blog.instagram.com/post/141107034797/160315-news|archive-date=March 15, 2016|access-date=April 24, 2017|website=Instagram Blog|publisher=Instagram}}</ref> but there was significant negative feedback, with many users asking their followers to turn on post notifications in order to make sure they see updates.<ref>{{cite news|last=Titcomb|first=James|date=March 29, 2016|title=Instagram changes: Don't panic, you don't have to turn on notifications|newspaper=[[The Daily Telegraph]]|url=https://www.telegraph.co.uk/technology/2016/03/29/instagram-changes-dont-panic-dont-have-to-turn-on-notifications/ |archive-url=https://ghostarchive.org/archive/20220110/https://www.telegraph.co.uk/technology/2016/03/29/instagram-changes-dont-panic-dont-have-to-turn-on-notifications/ |archive-date=January 10, 2022 |url-access=subscription |url-status=live|access-date=July 14, 2017}}{{cbignore}}</ref><ref>{{cite web|last=Alba|first=Alejandro|date=March 28, 2016|title=Instagram users are upset, anxious about the new algorithmic timeline update|url=http://www.nydailynews.com/news/national/instagram-users-upset-anxious-new-timeline-article-1.2580081|access-date=July 14, 2017|website=[[Daily News (New York)|Daily News]]|location=New York|archive-date=April 4, 2023|archive-url=https://web.archive.org/web/20230404122519/https://www.nydailynews.com/news/national/instagram-users-upset-anxious-new-timeline-article-1.2580081|url-status=live}}</ref><ref>{{cite web|last=Thottam|first=Isabel|date=March 30, 2016|title=Here's What Instagram Influencers Think of the New Algorithmic Timeline|url=https://www.pastemagazine.com/articles/2016/03/4-influencers-react-to-instagrams-algorithmic-time.html|access-date=July 14, 2017|website=[[Paste (magazine)|Paste]]|archive-date=April 4, 2023|archive-url=https://web.archive.org/web/20230404231416/https://www.pastemagazine.com/articles/2016/03/4-influencers-react-to-instagrams-algorithmic-time.html|url-status=live}}</ref> The company wrote a [[Twitter|tweet]] to users upset at the prospect of the change, but did not back down,<ref>{{cite web|last=Brueck|first=Hilary|date=March 29, 2016|title=Instagram Asks Everyone to Calm Down After Algorithm Uproar|url=http://fortune.com/2016/03/29/instagram-algorithmic-filtering-concerns/|access-date=July 14, 2017|website=[[Fortune (magazine)|Fortune]]|archive-date=August 19, 2023|archive-url=https://web.archive.org/web/20230819071700/https://fortune.com/2016/03/29/instagram-algorithmic-filtering-concerns/|url-status=live}}</ref> nor provide a way to change it back, which they reaffirmed in 2020.<ref>{{cite web|last=Patkar|first=Mihir|date=April 11, 2016|title=How (and Why) to Disable Algorithmic Feeds on Twitter, Instagram, and Facebook|url=http://www.makeuseof.com/tag/how-and-why-to-disable-algorithmic-feeds-on-twitter-instagram-and-facebook/|access-date=July 14, 2017|website=MakeUseOf|archive-date=June 19, 2023|archive-url=https://web.archive.org/web/20230619224444/https://www.makeuseof.com/tag/how-and-why-to-disable-algorithmic-feeds-on-twitter-instagram-and-facebook/|url-status=live}}</ref><ref>{{Cite web|last=Best|first=Shivali|date=January 28, 2020|title=Instagram explains why it won't go back to chronological feed despite pleas|url=https://www.mirror.co.uk/tech/instagram-explains-wont-go-back-21376005|access-date=May 5, 2021|website=mirror|language=en|archive-date=May 2, 2023|archive-url=https://web.archive.org/web/20230502214105/https://www.mirror.co.uk/tech/instagram-explains-wont-go-back-21376005|url-status=live}}</ref> However, in December 2021, [[Adam Mosseri]], in a Senate hearing on child safety issues, stated that the company is developing a version of the feed that would show user posts in chronological order.<ref>{{Cite web |last=Lyons |first=Kim |date=December 8, 2021 |title=Instagram head says it's bringing back the chronological feed |url=https://www.theverge.com/2021/12/8/22824609/instagram-chronological-feed-adam-mosseri |access-date=December 10, 2021 |website=[[The Verge]] |language=en |archive-date=May 1, 2023 |archive-url=https://web.archive.org/web/20230501220103/https://www.theverge.com/2021/12/8/22824609/instagram-chronological-feed-adam-mosseri |url-status=live }}</ref> He later clarified the company would introduce two modes: a classic chronological feed and a version of it that would let users pick "favorite" users whose posts would be shown at the top in chronological order while other posts would be mixed in below.<ref>{{Cite web |last=Clark |first=Mitchell |date=December 10, 2021 |title=Adam Mosseri explains how Instagram is bringing back the chronological feed |url=https://www.theverge.com/2021/12/10/22828773/instagram-chronological-feed-details-mosseri-two-versions |access-date=December 11, 2021 |website=[[The Verge]] |language=en |archive-date=May 3, 2023 |archive-url=https://web.archive.org/web/20230503005604/https://www.theverge.com/2021/12/10/22828773/instagram-chronological-feed-details-mosseri-two-versions |url-status=live }}</ref>

Since 2017, Instagram has employed the ability to reduce the prominence of accounts ("[[Shadow banning|shadowbanning]]") it believes may be generating non-genuine engagement and spam (including excessive use of unneeded hashtags), preventing posts from appearing in search results and in the app's Explore section. In a now-deleted [[Facebook]] post, Instagram wrote that "When developing content, we recommend focusing on your business objective or goal rather than hashtags".<ref>{{cite web|last=Lintao|first=Carissa|date=July 4, 2017|title=Instagram is cracking down on fake influencers|url=https://thenextweb.com/insider/2017/07/04/instagram-is-cracking-down-on-fake-influencers/|access-date=July 7, 2017|website=The Next Web|archive-date=March 6, 2021|archive-url=https://web.archive.org/web/20210306050809/https://thenextweb.com/insider/2017/07/04/instagram-is-cracking-down-on-fake-influencers/|url-status=live}}</ref><ref>{{cite web|last=Lorentz|first=Taylor|date=June 7, 2017|title=Instagram's "shadowban," explained: How to tell if Instagram is secretly blacklisting your posts|url=https://mic.com/articles/178987/instagrams-shadowban-explained-how-to-tell-if-instagram-is-secretly-blacklisting-your-posts|access-date=July 7, 2017|website=[[Mic (media company)|Mic]]|archive-date=July 22, 2023|archive-url=https://web.archive.org/web/20230722044720/https://www.mic.com/articles/178987/instagrams-shadowban-explained-how-to-tell-if-instagram-is-secretly-blacklisting-your-posts|url-status=live}}</ref> Instagram has since been accused of extending the practice to censor posts under vague and inconsistent circumstances, particularly in regards to sexually suggestive material.<ref>{{cite news |last1=Joseph |first1=Chanté |title=Instagram's murky 'shadow bans' just serve to censor marginalised communities |url=https://www.theguardian.com/commentisfree/2019/nov/08/instagram-shadow-bans-marginalised-communities-queer-plus-sized-bodies-sexually-suggestive |work=[[The Guardian]] |date=November 8, 2019 |access-date=December 29, 2019 |archive-date=June 4, 2023 |archive-url=https://web.archive.org/web/20230604051850/https://www.theguardian.com/commentisfree/2019/nov/08/instagram-shadow-bans-marginalised-communities-queer-plus-sized-bodies-sexually-suggestive |url-status=live }}</ref>

Instagram caused the userbase to fall into outrage with the December 2018 update.<ref name="ct_122718">{{cite web|last=Marotti|first=Ally|date=December 27, 2018|title=Instagram update: Don't panic, it was an accident, and a short-lived one|url=https://www.chicagotribune.com/business/ct-biz-chicago-instagram-users-outraged-over-update-20181227-story.html|work=Chicago Tribune|access-date=December 27, 2018|archive-date=May 2, 2023|archive-url=https://web.archive.org/web/20230502214105/https://www.chicagotribune.com/business/ct-biz-chicago-instagram-users-outraged-over-update-20181227-story.html|url-status=live}}</ref><ref>{{cite web|date=December 27, 2018|title=The Internet Hated Instagram's New Update So Much It Only Lasted 17 Minutes|url=https://www.cosmopolitan.com/entertainment/a25693162/instagram-update-reactions/|publisher=Cosmopolitan|access-date=December 27, 2018|archive-date=May 2, 2023|archive-url=https://web.archive.org/web/20230502214112/https://www.cosmopolitan.com/entertainment/a25693162/instagram-update-reactions/|url-status=live}}</ref> They found an attempt to alter the flow of the feed from the traditional vertical scroll to emulate and piggy-back the popularity of their Instagram Stories with a horizontal scroll, by swiping left.<ref>{{cite news|last=Griffin|first=Andrew|date=December 27, 2018|title=Instagram Update: New Swipe Left Scrolling Completely Changes How Users Go Through Their Feed|work=[[The Independent]]|url=https://www.independent.co.uk/life-style/gadgets-and-tech/news/instagram-update-new-scroll-left-right-sideways-feature-explained-a8700786.html|access-date=December 27, 2018|archive-date=February 22, 2022|archive-url=https://web.archive.org/web/20220222171529/https://www.independent.co.uk/life-style/gadgets-and-tech/news/instagram-update-new-scroll-left-right-sideways-feature-explained-a8700786.html|url-status=live}}</ref> Various backtracking statements were released explaining it as a bug, or as a test release that had been accidentally deployed to too large an audience.<ref name="ct_122718" />

In November 2020, Instagram replaced the activity feed tab with a new "Shop" tab, moving the activity feed to the top. The "new post" button was also relocated to the top and replaced with a Reels tab<ref>{{Cite web|title=This Week in Apps: Conservative apps surge, Instagram redesigned, TikTok gets ghosted|url=https://techcrunch.com/2020/11/14/this-week-in-apps-conservative-apps-surge-instagram-redesigned-tiktok-gets-ghosted/|access-date=November 18, 2020|website=[[TechCrunch]]|date=November 14, 2020|language=en-US}}</ref> The company states that "the Shop tab gives you a better way to connect with brands and creators and discover products you love" and the Reels tab "makes it easier for you to discover short, fun videos from creators all over the world and people just like you."<ref>{{Cite web|title=Introducing a New Home Screen for Instagram|url=https://about.instagram.com/blog/announcements/introducing-reels-and-shop-tabs|access-date=November 18, 2020|website=about.instagram.com|language=en|archive-date=September 20, 2023|archive-url=https://web.archive.org/web/20230920063808/https://about.instagram.com/blog/announcements/introducing-reels-and-shop-tabs|url-status=live}}</ref> However, users have not responded well to the change, taking their complaints to [[Twitter]] and [[Reddit]], and ''[[The New York Times]]'' has shunned Reels in particular, saying "Not only does Reels fail in every way as a [[TikTok]] clone, but it's confusing, frustrating and impossible to navigate".<ref>{{cite news |last1=Chen |first1=Brian X. |last2=Lorenz |first2=Taylor |title=We Tested Instagram Reels, the TikTok Clone. What a Dud. |url=https://www.nytimes.com/2020/08/12/technology/personaltech/tested-facebook-reels-tiktok-clone-dud.html |archive-url=https://web.archive.org/web/20200812092646/https://www.nytimes.com/2020/08/12/technology/personaltech/tested-facebook-reels-tiktok-clone-dud.html |archive-date=August 12, 2020 |url-access=subscription |url-status=live |work=The New York Times |date=August 12, 2020 }}</ref>

Also in 2020, Instagram rolled out a feature titled "suggested posts", which adds posts from accounts Instagram thinks a user would like to such user's feed.<ref>{{Cite web|title=How does Instagram determine which posts appear in Suggested Posts? |url=https://help.latest.instagram.com/381638392275939|access-date=May 5, 2021|website=Instagram Help Center}}</ref> The feature was met with controversy from ''[[The Verge]]'', which reported that suggested posts would keep users glued to their feed, give Instagram more advertising space, and ultimately harm the mental health of users, while Instagram executive Julian Gutman rebutted, stating the feature was not intended to keep users glued to their screens.<ref name="Carman2020"/> Suggested posts received more controversy after [[Fast Company]] stated that the feature would be impossible to turn off.<ref>{{Cite web|last=Grothaus|first=Michael|date=August 20, 2020|title=How to disable 'Suggested Posts' on Instagram: You can't and here's why|url=https://www.fastcompany.com/90542115/how-to-disable-suggested-posts-on-instagram-you-cant-and-heres-why|access-date=May 5, 2021|website=Fast Company|language=en-US}}</ref>

On June 23, 2021, Instagram announced a test change to the "suggested posts" feature. The company will put suggested posts ahead of posts from people who the user is following in the Instagram feed, citing positive reception as the reason for this change.<ref>{{cite news |last=Carman |first=Ashley |date=June 23, 2021 |title=Instagram tests putting suggested posts ahead of your friends' |language=en-US |work=[[The Verge]] |url=https://www.theverge.com/2021/6/23/22547045/instagram-suggested-posts-test-algorithm |access-date=June 24, 2021}}</ref>

== Mental health ==
=== Internal data from Meta ===
In 2021, ''[[The Wall Street Journal]]'' (WSJ) obtained and published internal research<ref>{{cite report |date=November 2019 |title=Hard Life Moments - Mental Health Deep Dive |url=https://about.fb.com/wp-content/uploads/2021/09/Instagram-Teen-Annotated-Research-Deck-1.pdf|docket=1 |access-date=February 8, 2025}}</ref><ref>{{cite report |date=October 2019 |title=Teen Mental Health Deep Dive |url=https://about.fb.com/wp-content/uploads/2021/09/Instagram-Teen-Annotated-Research-Deck-2.pdf|docket=2 |access-date=February 8, 2025}}</ref><ref>{{cite report |date=September 29, 2021 |title=Teen Girls Body Image and Social Comparison on Instagram |url=https://s.wsj.net/public/resources/documents/teen-girls-body-image-and-social-comparison-on-instagram.pdf|work=[[The Wall Street Journal]] |docket= |access-date=February 8, 2025}}</ref> Meta had conducted. The leak included presentations seen by company executives, and the findings mentioned CEO [[Mark Zuckerberg]] in 2020.<ref name="FK">{{cite news |last1=Wells |first1=Georgia |last2=Horwitz |first2=Jeff |last3=Seetharaman |first3=Deepa |date=September 14, 2021 |title=Facebook Knows Instagram Is Toxic for Teen Girls, Company Documents Show |work=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/facebook-knows-instagram-is-toxic-for-teen-girls-company-documents-show-11631620739}}</ref>

The slides presented findings from three qualitative studies. The first interviewed 15 monthly Californian Instagram users with low body image and self esteem, aged 13–21. The second recruited 10 monthly users for a 5-day diary study, where they recorded their online habits. The third selected 7 users from the diary study for a 30-minute interview. No study was designed to be a [[randomized controlled trial]] or [[Case–control study|case-control]], meaning they were incapable of drawing [[causal inference]]s. The WSJ reported that Instagram can worsen poor [[body image]] of young people, with girls particularly vulnerable.<ref name="FK" /> Instagram has had negative effects on the body image of one in three teenagers.<ref name="NV">{{Cite news |last1=Kang |first1=Cecilia |date=September 30, 2021 |title=Facebook Grilled by Senators over Its Effect on Children |newspaper=[[The New York Times]] |url=https://www.nytimes.com/2021/09/30/technology/facebook-senate-hearing.html |url-access=limited |archive-url=https://ghostarchive.org/archive/20211228/https://www.nytimes.com/2021/09/30/technology/facebook-senate-hearing.html |archive-date=December 28, 2021}}{{cbignore}}</ref> Instagram makes 20% of the teens feel worse about themselves and 40% better about themselves.<ref>{{Cite news |title=Facebook is nearing a reputational point of no return |url=https://www.economist.com/leaders/2021/10/09/facebook-is-nearing-a-reputational-point-of-no-return |access-date=September 1, 2024 |newspaper=The Economist }}</ref> 70% of teen girls and 40% of teen boys experience negative social comparison. According to the research, Instagram has a higher impact on appearance comparison than [[TikTok]] or [[Snapchat]].<ref>{{Cite web |last=Mak |first=Aaron |date=September 30, 2021 |title=The Most Damning Thing We've Learned About Instagram Yet |url=https://slate.com/technology/2021/09/instagram-facebook-body-image-documents-wall-street-journal.html |website=[[Slate (magazine)|Slate]]}}</ref> 13% of British and 6% of American teenager users with suicidal thoughts could trace them to Instagram use.<ref name="NV" />

Instagram responded to the story, saying it "focused on a limited set of findings and casts them in a negative light."<ref>{{Cite web |title=Social Media and Well-Being: Instagram's Research and Actions |url=https://about.instagram.com/blog/announcements/using-research-to-improve-your-experience |access-date=September 16, 2021 |website=Instagram Blog |language=en}}</ref> Meta defended not publishing its research, saying it was "kept confidential to promote frank and open dialogue and brainstorming internally."<ref>{{Cite web |last=McEvoy |first=Jemima |title=Facebook Internal Research Found Instagram Can Be Very Harmful To Young Girls, Report Says |url=https://www.forbes.com/sites/jemimamcevoy/2021/09/14/facebook-internal-research-found-instagram-can-be-very-harmful-to-young-girls-report-says/ |access-date=September 16, 2021 |website=[[Forbes]]|language=en}}</ref> In the wake of the backlash, Meta announced it had "paused" development of Instagram Kids. The company stated it was looking into concerns raised by the regulators and parents.<ref>{{Cite web |last=Milmo |first=Dan |date=September 27, 2021 |title=Facebook pauses work on Instagram Kids after teen mental health concerns |url=https://www.theguardian.com/technology/2021/sep/27/facebook-pauses-instagram-kids-teen-mental-health-concerns |access-date=September 28, 2021 |website=[[The Guardian]]|language=en-UK}}</ref><ref>{{Cite news |last=Grossman |first=Matt |date=September 27, 2021 |title=Facebook to Halt Instagram Kids Project Amid Pressure From Lawmakers, Parents Groups |newspaper=[[The Wall Street Journal]] |url=https://www.wsj.com/articles/facebook-pauses-instagram-kids-project-11632744879 }}</ref>

=== Depression, anxiety and stress ===
Khodarahimi & Fathi 2017 found evidence users displayed higher levels of depressive and anxious symptoms compared to non-users.<ref>{{cite journal |last1=Khodarahimi |first1=Siamak |last2=Fathi |first2=Rayhan |title=The Role of Online Social Networking on Emotional Functioning in a Sample of Iranian Adolescents and Young Adults |journal=Journal of Technology in Human Services |date=April 3, 2017 |volume=35 |issue=2 |pages=120–134 |doi=10.1080/15228835.2017.1293587 }}</ref> However, Frison & Eggermont 2017 found that, among boys and girls, browsing could predict depressive symptoms; liking and posting seemed to have no effect.<ref name="Frison & Eggermont 2017">{{cite journal |last1=Frison |first1=Eline |last2=Eggermont |first2=Steven |title=Browsing, Posting, and Liking on Instagram: The Reciprocal Relationships Between Different Types of Instagram Use and Adolescents' Depressed Mood |journal=Cyberpsychology, Behavior, and Social Networking |date=October 2017 |volume=20 |issue=10 |pages=603–609 |doi=10.1089/cyber.2017.0156 |pmid=29039700 }}</ref> Their study showed presence of depressive symptoms in a user could positively predict they would post.<ref name="Frison & Eggermont 2017" /> The study showed viewing celebrity and peer pictures could make the moods of women negative.<ref name="Frison & Eggermont 2017" /><ref>{{cite journal |last1=Tiggemann |first1=Marika |last2=Anderberg |first2=Isabella |last3=Brown |first3=Zoe |date=June 2020 |title=Uploading your best self: Selfie editing and body dissatisfaction |journal=Body Image |volume=33 |pages=175–182 |doi=10.1016/j.bodyim.2020.03.002 |pmid=32224447 }}</ref> In a 2021 study, Mun & Kim pointed out users with a strong need for approval were more likely to falsely present themselves, which increased the likelihood of depression.<ref>{{Cite journal |last1=Mun |first1=Il Bong |last2=Kim |first2=Hun |year=2021 |title=Influence of False Self-Presentation on Mental Health and Deleting Behavior on Instagram: The Mediating Role of Perceived Popularity |journal=Frontiers in Psychology |volume=12 |article-number=660484 |doi=10.3389/fpsyg.2021.660484 |pmc=8071929 |pmid=33912119 |doi-access=free}}</ref>

Lub & Trub 2015 showed that following more strangers increases social comparisons and depressive symptoms.<ref>{{cite journal |last1=Lup |first1=Katerina |last2=Trub |first2=Leora |last3=Rosenthal |first3=Lisa |title=Instagram #Instasad?: Exploring Associations Among Instagram Use, Depressive Symptoms, Negative Social Comparison, and Strangers Followed |journal=Cyberpsychology, Behavior, and Social Networking |year=2015 |volume=18 |issue=5 |pages=247–252 |doi=10.1089/cyber.2014.0560 |pmid=25965859 }}</ref> Multiple studies have found that increasing time spent on Instagram increases anxiety.<ref name="Baltaetal2020">{{cite journal |last1=Balta |first1=Sabah |last2=Emirtekin |first2=Emrah |last3=Kircaburun |first3=Kagan |last4=Griffiths |first4=Mark D. |date=June 2020 |title=Neuroticism, Trait Fear of Missing Out, and Phubbing: The Mediating Role of State Fear of Missing Out and Problematic Instagram Use |journal=International Journal of Mental Health and Addiction |volume=18 |issue=3 |pages=628–639 |doi=10.1007/s11469-018-9959-8 |doi-access=free |hdl=20.500.12684/460 |hdl-access=free }}</ref><ref>{{cite journal |last1=Couture Bue |first1=Amelia C. |date=July 2020 |title=The looking glass selfie: Instagram use frequency predicts visual attention to high-anxiety body regions in young women |journal=Computers in Human Behavior |volume=108 |article-number=106329 |doi=10.1016/j.chb.2020.106329 }}</ref><ref>{{cite journal |last1=Yurdagül |first1=Cemil |last2=Kircaburun |first2=Kagan |last3=Emirtekin |first3=Emrah |last4=Wang |first4=Pengcheng |last5=Griffiths |first5=Mark D. |date=December 10, 2019 |title=Psychopathological Consequences Related to Problematic Instagram Use Among Adolescents: The Mediating Role of Body Image Dissatisfaction and Moderating Role of Gender |journal=International Journal of Mental Health and Addiction |volume=19 |issue=5 |pages=1385–1397 |doi=10.1007/s11469-019-00071-8 |doi-access=free |hdl=20.500.12684/569 |hdl-access=free }}</ref>

=== Body image ===
Users report higher body surveillance (habitual monitoring of one's shape and size),<ref>{{cite journal |last1=Cohen |first1=Rachel |last2=Newton-John |first2=Toby |last3=Slater |first3=Amy |title=The relationship between Facebook and Instagram appearance-focused activities and body image concerns in young women |journal=Body Image |year=2017 |volume=23 |pages=183–187 |doi=10.1016/j.bodyim.2017.10.002 |pmid=29055773 }}</ref> appearance-related pressure,<ref>{{cite journal |last1=Åberg |first1=Erica |last2=Koivula |first2=Aki |last3=Kukkonen |first3=Iida |date=March 2020 |title=A feminine burden of perfection? Appearance-related pressures on social networking sites |journal=Telematics and Informatics |volume=46 |article-number=101319 |doi=10.1016/j.tele.2019.101319 }}</ref> eating-disorder-related-pathology<ref name="Fardouly et al 2020">{{cite journal |last1=Fardouly |first1=Jasmine |last2=Magson |first2=Natasha R. |last3=Rapee |first3=Ronald M. |last4=Johnco |first4=Carly J. |last5=Oar |first5=Ella L. |date=July 2020 |title=The use of social media by Australian preadolescents and its links with mental health |journal=Journal of Clinical Psychology |volume=76 |issue=7 |pages=1304–1326 |doi=10.1002/jclp.22936 |pmid=32003901 }}</ref> and lower body satisfaction<ref name="Fardouly et al 2020" /> than non-users. Studies have shown users who take more selfies before making a post, and those who strategically present themselves by editing selfies, report higher levels of body surveillance and body dissatisfaction, and lower esteem overall.<ref>{{cite journal |last1=Chang |first1=Leanne |last2=Li |first2=Pengxiang |last3=Loh |first3=Renae Sze Ming |last4=Chua |first4=Trudy Hui Hui |date=June 2019 |title=A study of Singapore adolescent girls' selfie practices, peer appearance comparisons, and body esteem on Instagram |journal=Body Image |volume=29 |pages=90–99 |doi=10.1016/j.bodyim.2019.03.005 |pmid=30884385 |hdl=2066/214649 |hdl-access=free }}</ref><ref>{{cite journal |last1=Lamp |first1=Sophia J. |last2=Cugle |first2=Alyssa |last3=Silverman |first3=Aimee L. |last4=Thomas |first4=M. Tené |last5=Liss |first5=Miriam |last6=Erchull |first6=Mindy J. |date=December 1, 2019 |title=Picture Perfect: The Relationship between Selfie Behaviors, Self-Objectification, and Depressive Symptoms |journal=Sex Roles |volume=81 |issue=11 |pages=704–712 |doi=10.1007/s11199-019-01025-z }}</ref><ref>{{cite journal |last1=Wagner |first1=Charles |last2=Aguirre |first2=Ester |last3=Sumner |first3=Erin M. |title=The relationship between Instagram selfies and body image in young adult women |journal=First Monday |year=2016 |doi=10.5210/fm.v21i9.6390 |doi-access=free }}</ref><ref name="Faelens et al 2021">{{cite journal |last1=Faelens |first1=Lien |last2=Hoorelbeke |first2=Kristof |last3=Cambier |first3=Ruben |last4=van Put |first4=Jill |last5=Van de Putte |first5=Eowyn |last6=De Raedt |first6=Rudi |last7=Koster |first7=Ernst H. W. |date=August 1, 2021 |title=The relationship between Instagram use and indicators of mental health: A systematic review |journal=Computers in Human Behavior Reports |volume=4 |article-number=100121 |doi=10.1016/j.chbr.2021.100121 |doi-access=free |hdl=1854/LU-8729541 |hdl-access=free }}</ref> Tiggermann et al. showed facial satisfaction can decrease when one spends greater time editing selfies. Comments related to appearance on Instagram can lead to higher dissatisfaction with one's body.<ref>{{Cite journal|doi = 10.1016/j.bodyim.2017.10.002|title = The relationship between Facebook and Instagram appearance-focused activities and body image concerns in young women|year = 2017|last1 = Cohen|first1 = Rachel|last2 = Newton-John|first2 = Toby|last3 = Slater|first3 = Amy|journal = Body Image|volume = 23|pages = 183–187|pmid = 29055773 }}</ref><ref>{{Cite journal|doi = 10.1016/j.bodyim.2016.08.007|title = Attractive celebrity and peer images on Instagram: Effect on women's mood and body image|year = 2016|last1 = Brown|first1 = Zoe|last2 = Tiggemann|first2 = Marika|journal = Body Image|volume = 19|pages = 37–43|pmid = 27598763 }}</ref><ref>{{Cite journal|doi=10.1080/15213269.2016.1257392|title=Picture Perfect: The Direct Effect of Manipulated Instagram Photos on Body Image in Adolescent Girls|year=2018|last1=Kleemans|first1=Mariska|last2=Daalmans|first2=Serena|last3=Carbaat|first3=Ilana|last4=Anschütz|first4=Doeschka|journal=Media Psychology|volume=21|pages=93–110 |doi-access=free|hdl=2066/180218|hdl-access=free}}</ref><ref>{{Cite journal|doi = 10.1016/j.bodyim.2018.08.009|title="You look great!": The effect of viewing appearance-related Instagram comments on women's body image|year = 2018|last1 = Tiggemann|first1 = Marika|last2 = Barbato|first2 = Isabella|journal = Body Image|volume = 27|pages = 61–66|pmid = 30138768 }}</ref>

=== Loneliness and social exclusion ===
Mackson et al. 2019 found users were less lonely than non-users<ref>{{cite journal |last1=Mackson |first1=Samantha B |last2=Brochu |first2=Paula M |last3=Schneider |first3=Barry A |date=October 2019 |title=Instagram: Friend or foe? The application's association with psychological well-being |journal=New Media & Society |volume=21 |issue=10 |pages=2160–2182 |doi=10.1177/1461444819840021 }}</ref> and Instagram membership predicts lower self-reported loneliness.<ref name="Faelens et al 2021" /> 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.<ref>{{cite journal |last1=Büttner |first1=Christiane M. |last2=Rudert |first2=Selma C. |title=Why didn't you tag me?!: Social exclusion from Instagram posts hurts, especially those with a high need to belong |journal=Computers in Human Behavior |year=2022 |volume=127 |article-number=107062 |doi=10.1016/j.chb.2021.107062 |doi-access=free }}</ref> However, Brailovskaia & Margraf 2018 found a significant positive relationship between Instagram membership and extraversion, life satisfaction, and social support. Their study showed only a marginally [[Statistical hypothesis testing|significant]] negative association between Instagram membership and self-conscientiousness.<ref>{{cite journal |last1=Brailovskaia |first1=Julia |last2=Margraf |first2=Jürgen |title=What does media use reveal about personality and mental health? An exploratory investigation among German students |journal=PLOS ONE |date=January 25, 2018 |volume=13 |issue=1 |article-number=e0191810 |doi=10.1371/journal.pone.0191810 |pmid=29370275 |pmc=5784983 |bibcode=2018PLoSO..1391810B |doi-access=free }}</ref> Fioravanti et al. 2020 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 use. No significant differences were observed for men.<ref>{{cite journal |last1=Fioravanti |first1=Giulia |last2=Prostamo |first2=Alfonso |last3=Casale |first3=Silvia |date=February 1, 2020 |title=Taking a Short Break from Instagram: The Effects on Subjective Well-Being |journal=Cyberpsychology, Behavior, and Social Networking |volume=23 |issue=2 |pages=107–112 |doi=10.1089/cyber.2019.0400 |pmid=31851833 }}</ref> The relationship between Instagram use and the [[fear of missing out]], or FOMO, has been confirmed in multiple studies.<ref name="Baltaetal2020"/><ref>{{cite journal |last1=Barry |first1=Christopher T. |last2=Reiter |first2=Shari R. |last3=Anderson |first3=Alexandra C. |last4=Schoessler |first4=Mackenzie L. |last5=Sidoti |first5=Chloe L. |title="Let me take another selfie": Further examination of the relation between narcissism, self-perception, and instagram posts |journal=Psychology of Popular Media Culture |year=2019 |volume=8 |pages=22–33 |doi=10.1037/ppm0000155 }}</ref> Research shows Instagram browsing predicts social comparison, which generates FOMO, which can lead to depression.<ref>{{Cite journal |last1=Burnell |first1=Kaitlyn |last2=George |first2=Madeleine J. |last3=Vollet |first3=Justin W. |last4=Ehrenreich |first4=Samuel E. |last5=Underwood |first5=Marion K. |year=2019 |title=Passive social networking site use and well-being: The mediating roles of social comparison and the fear of missing out |journal=Cyberpsychology: Journal of Psychosocial Research on Cyberspace |volume=13 |issue=3 |doi=10.5817/CP2019-3-5 |doi-access=free }}</ref>

=== Eating disorders ===
A comparison of users with non-users showed boys with an account differ from boys without in terms of over-evaluation of their shape and weight, skipping meals, and levels of reported disordered eating cognitions. Girls with an account only differed from girls without in skipping meals; they also had a stricter exercise schedule, a pattern not found in boys. This suggests a possible negative effect of usage on body satisfaction and disordered eating for boys and girls.<ref name="Faelens et al 2021" /><ref>{{cite journal |last1=Wilksch |first1=Simon M. |last2=O'Shea |first2=Anne |last3=Ho |first3=Pheobe |last4=Byrne |first4=Sue |last5=Wade |first5=Tracey D. |title=The relationship between social media use and disordered eating in young adolescents |journal=International Journal of Eating Disorders |date=January 2020 |volume=53 |issue=1 |pages=96–106 |doi=10.1002/eat.23198 |pmid=31797420 }}</ref><ref>{{cite journal |last1=Fardouly |first1=Jasmine |last2=Willburger |first2=Brydie K |last3=Vartanian |first3=Lenny R |title=Instagram use and young women's body image concerns and self-objectification: Testing mediational pathways |journal=New Media & Society |date=April 2018 |volume=20 |issue=4 |pages=1380–1395 |doi=10.1177/1461444817694499 }}</ref><ref>{{cite journal |last1=Fatt |first1=Scott J |last2=Fardouly |first2=Jasmine |last3=Rapee |first3=Ronald M |title=#malefitspo: Links between viewing fitspiration posts, muscular-ideal internalisation, appearance comparisons, body satisfaction, and exercise motivation in men |journal=New Media & Society |date=June 2019 |volume=21 |issue=6 |pages=1311–1325 |doi=10.1177/1461444818821064 }}</ref><ref name="Feltman & Szymanski 2018">{{cite journal |last1=Feltman |first1=Chandra E. |last2=Szymanski |first2=Dawn M. |title=Instagram Use and Self-Objectification: The Roles of Internalization, Comparison, Appearance Commentary, and Feminism |journal=Sex Roles |date=March 2018 |volume=78 |issue=5–6 |pages=311–324 |doi=10.1007/s11199-017-0796-1 }}</ref> Appel et al. 2016 and Feltman et al. 2017 found a positive link between the intensity of Instagram use, body surveillance and disordered eating.<ref>{{cite journal |last1=Appel |first1=Helmut |last2=Gerlach |first2=Alexander L |last3=Crusius |first3=Jan |title=The interplay between Facebook use, social comparison, envy, and depression |journal=Current Opinion in Psychology |date=June 2016 |volume=9 |pages=44–49 |doi=10.1016/j.copsyc.2015.10.006 }}</ref><ref name="Feltman & Szymanski 2018" />

=== Suicide and self-harm ===
Picardo et al. 2020 examined the relationship between self-harm posts and actual self-harm offline and found such content had negative emotional effects on some users. The study reported evidence of online posts affecting offline behavior, but stopped short of claiming causality. Some benefits for those who engage with self-harm content have been suggested.<ref>{{cite journal |last1=Picardo |first1=Jacobo |last2=McKenzie |first2=Sarah K. |last3=Collings |first3=Sunny |last4=Jenkin |first4=Gabrielle |title=Suicide and self-harm content on Instagram: A systematic scoping review |journal=PLOS ONE |date=September 2, 2020 |volume=15 |issue=9 |article-number=e0238603 |doi=10.1371/journal.pone.0238603 |pmid=32877433 |pmc=7467257 |bibcode=2020PLoSO..1538603P |doi-access=free }}</ref> Instagram has published resources to help users in need of support.<ref>{{Cite web|url=https://www.instagram.com/explore/tags/suicide/|title = #suicide hashtag on Instagram • Photos and Videos}}</ref>

=== Sharenting risks ===
{{Main|Sharenting}}

Sharenting is when parents post content, including images, about their children. Instagram is one of the main sites for sharenting. The hashtag #letthembelittle contains over 10 million images related to children on Instagram. Bare 2020 analysed 300 randomly selected images under the hashtag and found they tended to contain children's personal information, including name, age and location.<ref>{{Cite thesis |url=https://dc.etsu.edu/etd/3732/ |title=The Undisclosed Dangers of Parental Sharing on Social Media: A Content Analysis of Sharenting Images on Instagram |type=MA thesis |publisher=East Tennessee State University |date=May 2020 |last1=Bare |first1=Christian}}</ref>

=== Addiction ===
Sanz-Blas et al. 2019 showed that users who feel they spend too much time on Instagram report higher levels of "[[Problematic social media use|addiction]]" to Instagram, which was related to higher levels of stress induced by the app.<ref>{{cite journal |last1=Sanz-Blas |first1=Silvia |last2=Buzova |first2=Daniela |last3=Miquel-Romero |first3=María José |date=September 9, 2019 |title=From Instagram overuse to instastress and emotional fatigue: the mediation of addiction |journal=Spanish Journal of Marketing - ESIC |volume=23 |issue=2 |pages=143–161 |doi=10.1108/sjme-12-2018-0059 |doi-access=free }}</ref> Foroughi et al. 2021 found that the desire for recognition and entertainment were predictors of students' addiction to Instagram. The study proved addiction to Instagram negatively affected academic performance.<ref>{{Cite journal |last1=Foroughi |first1=Behzad |last2=Griffiths |first2=Mark D. |last3=Iranmanesh |first3=Mohammad |last4=Salamzadeh |first4=Yashar |year=2021 |title=Associations Between Instagram Addiction, Academic Performance, Social Anxiety, Depression, and Life Satisfaction Among University Students |journal=International Journal of Mental Health and Addiction |volume=20 |issue=4 |pages=2221–2242 |doi=10.1007/s11469-021-00510-5 }}</ref> Gezgin & Mihci 2020 found frequent Instagram usage correlated with [[Problematic smartphone use|smartphone addiction]].<ref>{{Cite journal |last1=Gezgin |first1=Deniz Mertkan |last2=Mihci |first2=Can |year=2020 |title=Smartphone Addiction in Undergraduate Athletes: Reasons and Effects of Using Instagram Intensively |journal=International Journal of Technology in Education and Science |volume=4 |issue=3 |pages=188–202 |doi=10.46328/ijtes.v4i3.106 |doi-access=free }}</ref>

== User characteristics and behavior ==
[[File:Instagram app on smartphone.jpg|thumb|The Instagram app, running on the [[Android (operating system)|Android]] operating system, September 2016]]

=== Users ===
{{See also|List of most-followed Instagram accounts}}
After being released in October 2010, Instagram had one million registered users in December 2010.<ref>{{cite web |first=Nick |last=Bilton |title=Instagram Quickly Passes 1 Million Users |url=https://bits.blogs.nytimes.com/2010/12/21/instagram-quickly-passes-1-million-users/ |website=[[The New York Times]] |date=December 21, 2010 |access-date=April 8, 2017}}</ref><ref>{{cite web|date=December 20, 2010|title=The Instagram Community – One Million and Counting|url=http://blog.instagram.com/post/8755444024/the-instagram-community-one-million-and-counting|archive-url=https://web.archive.org/web/20111126012133/http://blog.instagram.com/post/8755444024/the-instagram-community-one-million-and-counting|archive-date=November 26, 2011|access-date=April 8, 2017|publisher=Instagram}}</ref> In June 2011, it announced that it had 5&nbsp;million users,<ref name="Siegler2011">{{cite web |first=MG |last=Siegler |title=At 5 Million Users, It's Hard Not To View Instagram Through A Rose-Colored Filter |url=https://techcrunch.com/2011/06/13/instagram-five-million-users/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=June 13, 2011 |access-date=April 8, 2017}}</ref> which increased to 10&nbsp;million in September.<ref name="User timeline">{{cite web |first=Marty |last=Swant |title=This Instagram Timeline Shows the App's Rapid Growth to 600 Million |url=http://www.adweek.com/digital/instagram-gained-100-million-users-6-months-now-has-600-million-accounts-175126/ |website=[[Adweek]] |publisher=Beringer Capital |date=December 15, 2016 |access-date=April 8, 2017}}</ref><ref>{{cite web|date=September 26, 2011|title=The Instagram Community – Ten Million and Counting|url=http://blog.instagram.com/post/10692926832/10million|archive-url=https://web.archive.org/web/20110927201739/http://blog.instagram.com/post/10692926832/10million|archive-date=September 27, 2011|access-date=April 8, 2017|publisher=Instagram}}</ref> This growth continued to 30&nbsp;million users in April 2012,<ref name="User timeline" /><ref name="Android launch" /> 80&nbsp;million in July 2012,<ref>{{cite web |title=Instagram soars to 80M users, 4B photos |url=https://venturebeat.com/2012/07/26/instagram-80-million-users/ |website=[[VentureBeat]] |date=July 26, 2012 |access-date=April 8, 2017 |archive-date=December 4, 2020 |archive-url=https://web.archive.org/web/20201204023036/https://venturebeat.com/2012/07/26/instagram-80-million-users/ }}</ref><ref>{{cite web |first=Emil |last=Protalinski |title=Instagram passes 80 million users |url=https://www.cnet.com/news/instagram-passes-80-million-users/ |publisher=[[CNET]] |date=July 26, 2012 |access-date=April 8, 2017}}</ref> 100&nbsp;million in February 2013,<ref>{{cite web |first=Josh |last=Constine |title=Instagram Hits 100 Million Monthly Users 28 Months After Launch |url=https://techcrunch.com/2013/02/26/instagram-100-million/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=February 26, 2013 |access-date=April 8, 2017}}</ref><ref>{{cite web |first=Julianne |last=Pepitone |title=Instagram hits 100 million users |url=https://money.cnn.com/2013/02/26/technology/social/instagram-100-million-users/ |publisher=[[CNN]] |date=February 26, 2013 |access-date=April 8, 2017}}</ref> 130&nbsp;million in June 2013,<ref>{{cite web |last=Crook |first=Jordan |date=June 20, 2013 |title=Instagram Crosses 130 Million Users, With 16 Billion Photos And Over 1 Billion Likes Per Day |url=https://techcrunch.com/2013/06/20/instagram-crosses-130-million-users-with-16-billion-photos-and-over-1-billion-likes-per-day/ |access-date=May 31, 2017 |website=[[TechCrunch]] |publisher=[[AOL]]}}</ref> 150&nbsp;million in September 2013,<ref>{{cite web |first=Brian Anthony |last=Hernandez |title=Instagram Reaches 150 Million Monthly Active Users |url=http://mashable.com/2013/09/08/instagram-150-million-monthly-active-users/ |website=[[Mashable]] |date=September 9, 2013 |access-date=April 8, 2017}}</ref><ref>{{cite web |first=Cooper |last=Smith |title=Instagram Has 150 Million Monthly Active Users |url=http://www.businessinsider.com/instagram-has-150-million-monthly-active-users-2013-9 |website=[[Business Insider]]  |date=September 9, 2013 |access-date=April 8, 2017}}</ref> 300&nbsp;million in December 2014,<ref>{{cite web |first=Josh |last=Constine |title=Instagram Hits 300 Million Monthly Users To Surpass Twitter, Keeps It Real With Verified Badges |url=https://techcrunch.com/2014/12/10/not-a-fad/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=December 10, 2014 |access-date=April 8, 2017}}</ref><ref>{{cite web |first=Laura |last=Lorenzetti |title=Instagram leaves Twitter in the dust with 300 million active users |url=http://fortune.com/2014/12/10/instagram-leaves-twitter-in-the-dust-with-300-million-active-users/ |website=[[Fortune (magazine)|Fortune]] |date=December 10, 2014 |access-date=April 8, 2017}}</ref> 400&nbsp;million in September 2015,<ref>{{cite web |first=Kathleen |last=Chaykowski |title=Instagram Hits 400 Million Users, Soaring Past Twitter |url=https://www.forbes.com/sites/kathleenchaykowski/2015/09/22/instagram-hits-400-million-users-soaring-past-twitter/ |website=[[Forbes]] |date=September 22, 2015 |access-date=April 8, 2017}}</ref><ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram is now used by 400 million people each month |url=https://www.theverge.com/2015/9/22/9374837/instagram-400-million-monthly-active-users |website=[[The Verge]] |date=September 22, 2015 |access-date=April 8, 2017}}</ref> 500&nbsp;million in June 2016,<ref>{{cite web |first=Kurt |last=Wagner |title=Instagram now has 500 million users |url=https://www.recode.net/2016/6/21/11987046/instagram-500-million-users |website=[[Recode]] |date=June 21, 2016 |access-date=April 8, 2017 |archive-date=November 8, 2020 |archive-url=https://web.archive.org/web/20201108165311/https://www.vox.com/2016/6/21/11987046/instagram-500-million-users |url-status=dead }}</ref><ref>{{cite web |first=Josh |last=Constine |title=Instagram doubles monthly users to 500M in 2 years, sees 300M daily |url=https://techcrunch.com/2016/06/21/instagram-500-million/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=June 21, 2016 |access-date=April 8, 2017}}</ref> 600&nbsp;million in December 2016,<ref>{{cite web |first=Jon |last=Fingas |title=Instagram hits 600 million users as its growth speeds up |url=https://www.engadget.com/2016/12/15/instagram-hits-600-million-users/ |website=[[Engadget]] |publisher=[[AOL]] |date=December 15, 2016 |access-date=April 8, 2017}}</ref><ref>{{cite web |first=Janko |last=Roettgers |title=Instagram Now Has 600 Million Monthly Active Users |url=https://variety.com/2016/digital/news/instagram-600-million-monthly-active-users-1201943444/ |website=[[Variety (magazine)|Variety]] |date=December 15, 2016 |access-date=April 8, 2017}}</ref> 700&nbsp;million in April 2017,<ref>{{cite web |first=Josh |last=Constine |title=Instagram hits 700 million users, accelerating from 600M in December |url=https://techcrunch.com/2017/04/26/instagram-700-million-users/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=April 26, 2017 |access-date=April 26, 2017}}</ref><ref>{{cite web |first=Sam |last=Byford |title=Instagram is growing faster than ever |url=https://www.theverge.com/2017/4/26/15431872/instagram-monthly-active-users-700-million-growth |website=[[The Verge]] |date=April 26, 2017 |access-date=April 26, 2017}}</ref> and 800&nbsp;million in September 2017.<ref>{{cite web |first=Anita |last=Balakrishnan |title=Instagram says it now has 800 million users, up 100 million since April |url=https://www.cnbc.com/2017/09/25/how-many-users-does-instagram-have-now-800-million.html |publisher=[[CNBC]] |date=September 25, 2017 |access-date=December 13, 2017}}</ref><ref>{{cite web |first=Jacob |last=Kastrenakes |title=Instagram added 200 million daily users a year after launching Stories |url=https://www.theverge.com/2017/9/25/16361356/instagram-500-million-daily-active-users |website=[[The Verge]] |date=September 25, 2017 |access-date=December 13, 2017}}</ref>

In June 2011, Instagram passed 100&nbsp;million photos uploaded to the service.<ref name="Siegler2011"/><ref>{{cite web |first=Jennifer |last=Van Grove |title=Instagram by the Numbers: 5 Million Users & 100 Million Photos |url=http://mashable.com/2011/06/13/instagram-5-million/ |website=[[Mashable]] |date=June 14, 2011 |access-date=May 31, 2017}}</ref> This grew to 150&nbsp;million in August 2011,<ref>{{cite web |first=MG |last=Siegler |title=The Latest Crazy Instagram Stats: 150 Million Photos, 15 Per Second, 80% Filtered |url=https://techcrunch.com/2011/08/03/instagram-150-million/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=August 3, 2011 |access-date=May 31, 2017}}</ref><ref>{{cite web |first=Devindra |last=Hardawar |title=Instagram snaps 150M photos, 7M users – still only 4 employees |url=https://venturebeat.com/2011/08/03/instagram-150-photos/ |website=[[VentureBeat]] |date=August 3, 2011 |access-date=May 31, 2017 |archive-date=January 29, 2020 |archive-url=https://web.archive.org/web/20200129002813/https://venturebeat.com/2011/08/03/instagram-150-photos/ }}</ref> and by June 2023, there were over 50 billion photos uploaded to the service.<ref>{{Cite web |date=April 10, 2023 |title=Unfiltered Instagram Statistics You'll Want to Share {{!}} DataProt |url=https://dataprot.net/statistics/instagram-statistics/ |access-date=January 23, 2024 |language=en-US}}</ref> In October 2016, Instagram Stories reached 100&nbsp;million active users, two months after launch.<ref>{{cite web |first=Darrell |last=Etherington |title=Instagram Stories has 100 million daily active users after just 2 months |url=https://techcrunch.com/2016/10/06/instagram-stories-has-100-million-daily-active-users-after-just-2-months/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=October 6, 2016 |access-date=June 20, 2017}}</ref><ref>{{cite web |first=Oscar |last=Raymundo |title=Snapchat what? Instagram Stories racks up 100 million daily viewers |url=http://www.macworld.com/article/3128392/iphone-ipad/instagram-has-100-million-people-watching-its-live-stories-every-day.html |website=[[MacWorld]] |publisher=[[International Data Group]] |date=October 6, 2016 |access-date=June 20, 2017}}</ref> This increased to 150&nbsp;million in January 2017,<ref name="tc-stories-150" /><ref name="telegraph-stories-150" /> 200&nbsp;million in April, surpassing Snapchat's user growth,<ref name="tc-stories-200" /><ref name="verge-stories-200" /><ref name="variety-stories-200" /> and 250&nbsp;million active users in June 2017.<ref>{{cite web |first1=Kurt |last1=Wagner |first2=Rani |last2=Molla |title=Instagram Stories is still growing quickly and now has 250 million users |url=https://www.recode.net/2017/6/20/15836248/instagram-stories-250-million-users-snapchat |website=[[Recode]] |date=June 20, 2017 |access-date=June 20, 2017 |archive-date=November 12, 2020 |archive-url=https://web.archive.org/web/20201112001301/https://www.vox.com/2017/6/20/15836248/instagram-stories-250-million-users-snapchat |url-status=dead }}</ref><ref name="tc-june2017-live">{{cite web |first=Josh |last=Constine |title=Instagram Stories hits 250M daily users, adds Live video replays |url=https://techcrunch.com/2017/06/20/instagram-live-video-replays/ |website=[[TechCrunch]] |publisher=[[AOL]] |date=June 20, 2017 |access-date=June 20, 2017}}</ref>

In April 2017, Instagram Direct had 375&nbsp;million monthly users.<ref name="tc-2017" /><ref name="cnet-2017" /><ref name="verge-2017" />
{| class="wikitable"
|+Countries with most active users (January 2025)<ref>{{Cite web |title=Instagram Users, Stats, Data, Trends, and More |url=https://datareportal.com/essential-instagram-stats |access-date=April 14, 2025 |website=DataReportal – Global Digital Insights |archive-url=https://web.archive.org/web/20250401005448/https://datareportal.com/essential-instagram-stats |archive-date=April 1, 2025 |url-status=live}}</ref>
!Rank
!Country
!Users
|-
|1
|{{IND}}
|414 million
|-
|2
|{{USA}}
|172 million
|-
|3
|{{BRA}}
|141 million
|-
|4
|{{IDN}}
|103 million
|-
|5
|{{TUR}}
|58.5 million
|-
|6
|{{JPN}}
|57.5 million
|-
|7
|{{MEX}}
|48.8 million
|-
|8
|{{GBR}}
|33.4 million
|-
|9
|{{GER}}
|31.3 million
|-
|10
|{{ARG}}
|28.9 million
|}

==== Demographics ====
{{as of|2014}}, Instagram's users are divided equally, with 50% iPhone owners and 50% Android owners. While Instagram has a neutral gender-bias format, 68% of Instagram users are female and 32% are male. Instagram's geographical use is shown to favor urban areas, as 17% of U.S. adults who live in urban areas use Instagram, while only 11% of adults in suburban and rural areas do so. While Instagram may appear to be one of the most widely used sites for photo sharing, only 7% of daily photo uploads, among the top four photo-sharing platforms, come from Instagram. Instagram has been proven to attract the younger generation, with 90% of its 150&nbsp;million users under the age of 35. From June 2012 to June 2013, Instagram approximately doubled their number of users. With regards to income, 15% of U.S. Internet users who make less than $30,000 per year use Instagram, while 14% of those making $30,000 to $50,000 and 12% of users who make more than $50,000 per year do so.<ref>{{cite web|url=http://www.businessinsider.com/instagram-demographics-2013-12|title=Instagram Demographics|work=[[Business Insider]]|publisher=Smith, Cooper|date=March 13, 2014|access-date=June 10, 2014}}</ref> With respect to the education demographic, respondents with some college education proved to be the most active on Instagram, with 23%. Following behind, college graduates consist of 18% and users with a high school diploma or less make up 15%. Among these Instagram users, 24% say they use the app several times a day.<ref>{{cite web|url=http://www.marketingcharts.com/wp/online/the-demographics-of-instagram-and-snapchat-users-37745/|title=The Demographics of Instagram and Snapchat Users |publisher=Marketing Charts|date=October 29, 2013|access-date=June 10, 2014}}</ref>

=== User behavior ===
Ongoing research continues to explore how media content on the platform affects user engagement. Past research has found that media which show people's faces receive more 'likes' and comments and that using filters that increase warmth, exposure, and contrast also boosts engagement.<ref>{{cite book |doi=10.1145/2556288.2557403 |chapter=Faces engage us |title=Proceedings of the SIGCHI Conference on Human Factors in Computing Systems |year=2014 |last1=Bakhshi |first1=Saeideh |last2=Shamma |first2=David A. |last3=Gilbert |first3=Eric |pages=965–974 |isbn=978-1-4503-2473-1 }}</ref> Users are more likely to engage with images that depict fewer individuals compared to groups and they are also more likely to engage with content that has not been watermarked, as they view this content as less original and reliable compared to user-generated content.<ref>{{cite journal |last1=Thomson |first1=T.J. |last2=Greenwood |first2=Keith |title=I 'Like' That: Exploring the Characteristics That Promote Social Media Engagement With News Photographs |journal=Visual Communication Quarterly |date=October 2, 2017 |volume=24 |issue=4 |pages=203–218 |doi=10.1080/15551393.2017.1388701 |url=https://eprints.qut.edu.au/119022/7/119022.pdf }}</ref> Recently Instagram has come up with an option for users to apply for a verified account badge; however, this does not guarantee every user who applies will get the verified blue tick.<ref>{{cite web|url=https://www.firstpost.com/how-to/how-to-get-your-instagram-account-verified-6835701.html|title=How to get your Instagram account verified|website=Firstpost|date=June 18, 2019|access-date=June 19, 2019}}</ref>

The motives for using Instagram among young people are mainly to look at posts, particularly for the sake of social interactions and recreation. In contrast, the level of agreement expressed in creating Instagram posts was lower, which demonstrates that Instagram's emphasis on visual communication is widely accepted by young people in social communication.<ref>{{cite journal |last1=Huang |first1=Yi-Ting |last2=Su |first2=Sheng-Fang |title=Motives for Instagram Use and Topics of Interest among Young Adults |journal=Future Internet |date=August 9, 2018 |volume=10 |issue=8 |page=77 |doi=10.3390/fi10080077 |doi-access=free }}</ref>

=== Performative activism ===
In June 2020, because of the [[Black Lives Matter]] movement, Instagram became more widely used as a social justice platform.<ref>{{Cite web |last=Nguyen |first=Terry |date=August 12, 2020 |title=PowerPoint activism is taking over your friends' Instagram accounts |url=https://www.vox.com/the-goods/21359098/social-justice-slideshows-instagram-activism |access-date=December 28, 2021 |website=[[Vox (website)|Vox]]|language=en}}</ref><ref>{{Cite web |last=Cortez |first=Stevie |date=December 8, 2020 |title=Whom Is Instagram Activism Really Helping? |url=https://fordhamobserver.com/52763/opinions/whom-is-instagram-activism-really-helping/ |access-date=December 28, 2021 |website=The Observer}}</ref> Instagram-based activism (as well as other social media) has been criticized and dismissed for being [[Performative activism|performative]], [[Reductionism|reductionist]], and overly focused on aesthetics.<ref>{{Cite web |last=Corbett |first=Erin |date=May 25, 2021 |title=The Aesthetics Of Activism: How Instagram Changed Protesting |url=https://www.refinery29.com/en-us/2021/05/10335757/instagram-activism-aesthetics-impact |access-date=December 28, 2021 |website=Refinery29.com |language=en}}</ref>

== Censorship and restricted content{{anchor|Allegations_of_censorship}} ==
{{split section|Censorship of Instagram|date=March 2026}}
{{split section|Censorship by Instagram|date=March 2026}}

Like many [[social media]] sites, Instagram employs a combination of automated algorithms, user reports and human review to identify and remove illegal content such as [[child abuse]] and encouragement of [[terrorism]]. The system also aims to identify [[cyberbullying]], [[hate speech]] and [[misinformation]].<ref>{{cite journal |last1=Clune |first1=Conor |last2=McDaid |first2=Emma |title=Content moderation on social media: Constructing accountability in the digital space |journal=Accounting, Auditing & Accountability Journal |year=2024 |volume=37 |pages=257–279 |doi=10.1108/AAAJ-11-2022-6119 |hdl=1959.4/unsworks_83595 |hdl-access=free }}</ref>

Although the U.S. government has little direct power to force social media sites to remove specific content, Instagram has on occasion done so voluntarily,<ref name="EM" /> especially to avoid being seen as aiding the spread of [[fake news]]. 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]].<ref>{{Cite web|last=Carman|first=Ashley|date=October 30, 2020|title=Instagram nixes the "recent" tab from hashtag pages ahead of election|url=https://www.theverge.com/2020/10/30/21541939/instagram-recent-hashtag-tab-election-2020|access-date=January 7, 2021|website=[[The Verge]]|language=en}}</ref> On January 7, 2021, following the [[January 6 United States Capitol attack|attack on the U.S. Capitol]] by supporters of then-President [[Donald Trump]], Trump was banned from Instagram "indefinitely". Zuckerberg stated "We believe the risks of allowing the President to continue to use our service during this period are simply too great."<ref>{{Cite web|last=Tyko|first=Kelly|title=President Trump blocked from posting to Facebook, Instagram 'indefinitely,' at least through end of term|url=https://www.usatoday.com/story/tech/2021/01/07/facebook-trump-instagram-social-media-accounts-block-indefinitely-zuckerberg/6580221002/|access-date=January 7, 2021|website=[[USA Today]]|language=en-US}}</ref>

Instagram has been criticized in India for not taking steps to counter homophobic and transphobic contents.<ref>{{Cite news |last1=Bhat |first1=Adnan |last2=Andrabi |first2=Kaisar |date=April 1, 2024 |title=How Big Tech Platforms Like Instagram Are Failing LGBT Teens in India |url=https://www.thedailybeast.com/how-big-tech-platforms-like-instagram-are-failing-lgbt-teens-in-india |access-date=April 24, 2024 |work=The Daily Beast |language=en}}</ref> According to the LGBT activist Indrajeet Ghorpade, "Hateful homophobic content in English is removed but the same in Indian languages is allowed to remain on the platform... despite flagging the hateful and homophobic content to Instagram, no action has been taken."<ref>{{Cite web |date=August 7, 2021 |title=LGBTQ community finds homophobia has a free run on Instagram, and pleas for help don't really work |url=https://www.firstpost.com/india/lgbtq-community-finds-homophobia-has-a-free-run-on-instagram-and-pleas-for-help-dont-really-work-9869871.html |access-date=April 24, 2024 |website=Firstpost |language=en-us}}</ref> In 2023, a 16-year-old queer artist allegedly died by suicide after receiving thousands of hate comments on Instagram.<ref>{{Cite web |date=November 26, 2023 |title=Teen queer artist kills self after receiving homophobic comments on Instagram |url=https://www.deccanherald.com/india/madhya-pradesh/teen-queer-artist-kills-self-after-receiving-homophobic-comments-on-instagram-2785500 |access-date=April 24, 2024 |website=Deccan Herald |language=en}}</ref>

=== Illicit drugs ===
Instagram has been the subject of criticism due to users publishing images of drugs they are selling on the platform. In 2013, the [[BBC]] discovered that users, mostly located in the United States, were posting images of drugs they were selling, attaching specific hashtags, and then completing transactions via instant messaging applications such as [[WhatsApp]]. Corresponding hashtags have been blocked as part of the company's response and a spokesperson engaged with the BBC explained:<ref>{{cite web|url=https://www.bbc.com/news/technology-24842750|title=Instagram blocks some drugs advert tags after BBC probe|date=November 7, 2013|website=[[BBC News]]|access-date=May 31, 2017}}</ref><ref>{{cite web|url=https://www.theguardian.com/technology/2013/nov/07/instagram-illegal-drugs-bbc-investigation|title=Instagram acts after BBC finds site users are advertising illegal drugs|last=Batty|first=David|date=November 7, 2013|website=[[The Guardian]]|access-date=May 31, 2017}}</ref>

<blockquote>Instagram has a clear set of rules about what is and isn't allowed on the site. We encourage people who come across illegal or inappropriate content to report it to us using the built-in reporting tools next to every photo, video or comment, so we can take action. People can't buy things on Instagram, we are simply a place where people share photos and videos.</blockquote>

However, new incidents of illegal drug trade have occurred in the aftermath of the 2013 revelation, with [[Meta Platforms|Facebook, Inc.]], Instagram's parent company, asking users who come across such content to report the material, at which time a "dedicated team" reviews the information.<ref>{{cite web|url=https://venturebeat.com/2014/09/11/how-instagrams-drug-deals-go-undetected/|title=How Instagram's drug deals go undetected|last=Babb|first=Fletcher|date=September 19, 2014|website=[[VentureBeat]]|access-date=May 31, 2017|archive-date=December 4, 2020|archive-url=https://web.archive.org/web/20201204063835/https://venturebeat.com/2014/09/11/how-instagrams-drug-deals-go-undetected/}}</ref> In 2019, Facebook announced that influencers are no longer able to post any [[Electronic cigarette|vape]], [[tobacco]] products, and [[weapon]]s promotions on Facebook and Instagram.<ref>{{Cite web|url=https://www.cnn.com/2019/12/18/tech/instagram-influencers-vaping-guns/index.html|title=Instagram influencers can no longer promote vaping and guns|first=Kaya|last=Yurieff|publisher=[[CNN]]|date=December 18, 2019|access-date=December 19, 2019}}</ref>

=== Women's bodies ===
In October 2013, Instagram deleted the account of Canadian photographer [[Petra Collins]] after she posted a photo of herself in which a very small area of pubic hair was visible above the top of her bikini bottom. Collins claimed that the account deletion was unfounded because it broke none of Instagram's terms and conditions.<ref>{{cite web|url=http://www.huffingtonpost.com/petra-collins/why-instagram-censored-my-body_b_4118416.html|title=Why Instagram Censored My Body|last=Collins|first=Petra|date=January 23, 2014|website=[[HuffPost]]|publisher=[[AOL]]|access-date=May 31, 2017}}</ref> Audra Schroeder of ''[[The Daily Dot]]'' further wrote that "Instagram's terms of use state users can't post 'pornographic or sexually suggestive photos.'" You can indeed find more sexually suggestive photos on the site than Collins', where women show the side of "femininity" the world is "used to" seeing and accepting."<ref>{{cite web|url=https://www.dailydot.com/irl/instagram-petra-collins-deleted-censorship/|title=Was this tame photo too racy for Instagram?|last=Schroeder|first=Audra|date=October 17, 2013|website=[[The Daily Dot]]|access-date=May 31, 2017}}</ref> Nick Drewe of ''[[The Daily Beast]]'' wrote a report the same month focusing on hashtags that users are unable to search for, including #sex, #bubblebutt, and #ballsack, despite allowing #faketits, #gunsforsale and #sexytimes, calling the discrepancy "nonsensical and inconsistent".<ref>{{cite news|url=http://www.thedailybeast.com/articles/2013/10/30/instagram-s-sex-censorship-is-inconsistent-and-hilarious|title=Instagram's Sex Censorship is Inconsistent and Hilarious|last=Drewe|first=Nick|date=October 30, 2013|newspaper=[[The Daily Beast]]|access-date=May 31, 2017|publisher=[[IAC (company)|IAC]]}}</ref>

Similar incidents occurred in January 2015, when Instagram deleted Australian fashion agency Sticks and Stones Agency's account because of a photograph including pubic hair sticking out of bikini bottoms,<ref>{{cite web|url=http://www.huffingtonpost.co.uk/2015/01/21/instagram-ban-the-bush_n_6508694.html|title=Did Instagram Ban This Account Because of a Photo Showing Women's Pubic Hair?|last=Hinde|first=Natasha|date=January 23, 2015|website=[[HuffPost]]|publisher=[[AOL]]|access-date=May 31, 2017}}</ref> and March 2015, when artist and poet [[Rupi Kaur]]'s photos of menstrual blood on clothing were removed, prompting a rallying post on her Facebook and [[Tumblr]] accounts with the text "We will not be censored", gaining over 11,000 shares.<ref>{{cite web|url=https://www.theguardian.com/books/2017/apr/10/pics-or-it-didnt-happen-reclaiming-instagrams-censored-art|title=Pics Or It Didn't Happen: reclaiming Instagram's censored art|last=Banks|first=Grace|date=April 10, 2017|website=[[The Guardian]]|access-date=May 31, 2017}}</ref>

The incidents have led to a #FreetheNipple campaign, aimed at challenging Instagram's removal of photos displaying women's nipples. Although Instagram has not made many comments on the campaign,<ref>{{cite web|url=http://www.allure.com/story/free-the-nipple-instagram-account|title=Free the Nipple: You Need to See This Badass Instagram Account|last=Fuller|first=Gillian|date=December 7, 2016|website=[[Allure (magazine)|Allure]]|access-date=May 31, 2017}}</ref> an October 2015 explanation from CEO Kevin Systrom highlighted [[Apple Inc.|Apple]]'s content guidelines for apps published through its [[App Store (Apple)|App Store]], including Instagram, in which apps must designate the appropriate age ranking for users, with the app's current rating being 12+ years of age. However, this statement has also been called into question due to other apps with more explicit content allowed on the store, the lack of consequences for men exposing their bodies on Instagram, and for inconsistent treatment of what constitutes inappropriate exposure of the female body.<ref>{{cite web|url=https://www.nylon.com/articles/instagram-free-the-nipple-guidelines|title=Instagram Explains Why It Won't #FreetheNipple|last=Deczynski|first=Rebecca|date=October 5, 2015|website=[[Nylon (magazine)|Nylon]]|publisher=Diversis Capital|access-date=May 31, 2017}}</ref><ref>{{cite news|url=https://www.independent.co.uk/life-style/gadgets-and-tech/free-the-nipple-what-types-of-nipples-are-allowed-on-instagram-a6683271.html|title=Free the Nipple: What types of nipples are allowed on Instagram?|last=Bolton|first=Doug|date=October 6, 2015|access-date=May 31, 2017|website=[[The Independent]]}}</ref>

The [[Government of Iran|Iranian government]] offered moderators bribes up to $9,000 to delete specific accounts, with [[Masih Alinejad]] being targeted in particular.<ref>{{cite news | url=https://www.bbc.com/news/world-middle-east-61516126 | title=Instagram moderators say Iran offered them bribes to remove accounts | work=[[BBC News]] | date=May 26, 2022 }}</ref>

===Criticisms and controversies===
In January 2020, after the [[Assassination of Qasem Soleimani]] by the United States, Instagram removed posts expressing support for General Soleimani. Instagram stated that this action with U.S. sanctions against Iran. Officials described the move as " undemocratic".<ref>{{cite web |last1=O'Sullivan and Moshtaghian |first1=Donie and Artemis |title=Instagram says it's removing posts supporting Soleimani to comply with US sanctions |url=https://edition.cnn.com/2020/01/10/tech/instagram-iran-soleimani-posts/index.html |publisher=CNN |date=January 13, 2020}}</ref>

in May 2021, in [[2021 Israel–Palestine crisis|The eviction of Palestinian families from Sheikh Jarrah]], which became emblematic of the Israeli-Palestinian struggle over land rights, identity, and sovereignty in Jerusalem,<ref>{{cite web |last1=Ayyub|first1=Rami|last2=El-Haroun|first2=Zainah|last3=Farrell|first3=Stephen|title=East Jerusalem's Sheikh Jarrah becomes emblem of Palestinian struggle |url=https://www.reuters.com/world/middle-east/east-jerusalems-sheikh-jarrah-becomes-emblem-palestinian-struggle-2021-05-10/ |website=Reuters |date=May 10, 2021}}</ref> Users, including journalists and human rights activists, reported that Instagram removed content, limited visibility (shadow banning), and restricted accounts referencing the potential eviction of Palestinians from East Jerusalem. Instagram denied intentional censorship and attributed the deletion of Palestinian posts to glitches. Digital rights groups such as [[7amleh]] and [[Access Now]] argue that the removal of Palestinian content reflects broader issues of digital discrimination and have called for greater transparency from social media platforms.<ref>{{cite web |last1=Gebeily |first1=Maya |title=Instagram, Twitter blame glitches for deleting Palestinian posts |url=https://www.reuters.com/article/technology/instagram-twitter-blame-glitches-for-deleting-palestinian-posts-idUSL8N2MU624/ |website=Reuters |date=May 10, 2021}}</ref>

In October 2023, Instagram labeled some users' profile bios as containing the term "terrorist" if they included the Palestinian flag emoji and the Arabic phrase "[[Alhamdulillah]] ({{langx|ar|ٱلْحَمْدُ لِلَّٰهِ}}, ''{{Transliteration|ar|al-Ḥamdu lillāh}}'')," which means "Praise be to God." The platform's automated translation system incorrectly interpreted the phrase as "Palestinian terrorists are fighting for their freedom." Instagram attributed the error to a computerized translation system, apologized, and corrected the translation.<ref>{{cite web |last1=McMahon and Tidy |first1=Liv and Joe |title=Instagram sorry for adding 'terrorist' to some Palestinian user bios |url=https://www.bbc.com/news/technology-67169228 |publisher=BBC |date=October 20, 2023}}</ref><ref>{{cite web |last1=Taylor |first1=Josh |title=Instagram apologises for adding 'terrorist' to some Palestinian user profiles |url=https://www.theguardian.com/technology/2023/oct/20/instagram-palestinian-user-profile-bios-terrorist-added-translation-meta-apology |website=The Guardian |date=October 20, 2023}}</ref>

In February 2026, a court filling revealed that nearly 19% of users aged 13 to 15 told Meta that they saw “nudity or sexual images on Instagram” that they didn’t want to view on Instagram.<ref>{{Cite web |title=Meta users survey found 19% of young teens on Instagram report seeing unwanted nude images |url=https://www.channelnewsasia.com/business/meta-users-survey-found-19-young-teens-instagram-report-seeing-unwanted-nude-images-5947691 |access-date=2026-02-27 |website=CNA |language=en}}</ref>

=== Censorship by countries ===
Censorship has occurred in several countries.

==== China ====
{{See also|Internet censorship in China}}
Instagram has been blocked by China following the [[2014 Hong Kong protests]] as many confrontations with police and incidents occurring during the protests were recorded and photographed. Hong Kong and Macau were not affected as they are part of [[special administrative regions of China]].<ref>{{cite news|url=https://www.bbc.com/news/technology-29409533|title=Instagram appears blocked in China|date=June 2018|work=[[BBC News]]|url-status=live|archive-url=https://web.archive.org/web/20141129223651/http://www.bbc.com/news/technology-29409533|archive-date=November 29, 2014}}</ref> Sometimes the phrase "Chinese Instagram" is used to refer to [[Xiaohongshu]],<ref>{{Cite web |last=Tang |first=Shiyi |date=March 3, 2022 |title=How to Grow Your Business in Xiaohongshu - GPI Translations Blog |url=https://www.globalizationpartners.com/2022/03/03/how-to-grow-your-business-in-xiaohongshu/ |access-date=July 7, 2023 |website=Globalization Partners International |language=en-US}}</ref><ref>{{Cite web |last=Perik |first=Nina |date=September 13, 2022 |title=Little Red Book Marketing — How to Advertise on the "Chinese Instagram"? |url=https://maf.ad/en/little-red-book-marketing-chinese-instagram/ |access-date=July 7, 2023 |website=MAF |language=en-US}}</ref> a competitor social media app which is not to be confused with Instagram.

==== Cuba ====
The Cuban government blocked access to several social media platforms, including Instagram, to curb the spread of information during the [[2021 Cuban protests]].<ref>{{cite news |title=Cuba's internet cutoff: A go-to tactic to suppress dissent |url=https://apnews.com/article/business-technology-cuba-ca1ae7975e04481e8cbd56d62a7fb30e |access-date=July 14, 2021 |agency=[[Associated Press]] |date=July 13, 2021 |language=en}}</ref>

==== Iran ====
{{See also|Internet censorship in Iran}}
Instagram was one of the last freely available global social media sites in Iran.<ref>{{Cite news|first=Maziar|last=Motamedi|title=Iran's internet bill expected to progress despite overturned vote|url=https://www.aljazeera.com/news/2022/2/23/irans-internet-bill-expected-to-progress-despite-overturned-vote|publisher=[[Al Jazeera]]|date=February 23, 2022}}</ref> According to the [[International Federation of Journalists|IFJ]], Instagram is popular among Iranians because it is seen as an outlet for freedom and a "window to the world".<ref>{{Cite web|first=Kersten|last=Knipp|title=Why is the Iranian regime wary of Instagram?|url=https://www.dw.com/en/why-is-the-iranian-regime-wary-of-instagram/a-53915013|publisher=[[Deutsche Welle]]|date=June 23, 2020}}</ref>
Still, Iran has sentenced citizens to prison for posts made on their Instagram accounts.<ref>{{Cite news|date=January 17, 2021|title=The Instagrammers who worry Iran|language=en-GB|work=[[BBC News]]|url=https://www.bbc.com/news/world-middle-east-55631078|access-date=October 7, 2021}}</ref> The Iranian government blocked Instagram periodically during [[2019–2020 Iranian protests|anti-government protests in 2019-20]].<ref>{{Cite web|title=Iran releases messaging app to replace Telegram|url=https://www.aljazeera.com/news/2018/4/26/iran-releases-messaging-app-soroush-to-replace-telegram|date=April 26, 2018|access-date=June 20, 2021|publisher=Al Jazeera|language=en}}</ref> In July 2021, Instagram temporarily censored videos with the phrase "death to [[Ali Khamenei|Khamenei]]".<ref>{{Cite web|title=Instagram restores anti-government Iran videos citing 'public interest'|url=http://www.middleeasteye.net/news/iran-instagram-restores-anti-government-videos-public-interest-exemption|first=Alex |last=MacDonald|date=July 22, 2021|access-date=October 7, 2021|website=Middle East Eye|language=en}}</ref>

As of September 2022, it was blocked permanently, along with WhatsApp, with an exception made for tourists and corporations who request its use.<ref>{{Cite web |last=مومنی |first=علی |date=February 24, 2023 |title=اینترنت طبقاتی، این بار برای توریست‌ها‌/ گردشگرها سیم‌کارت بدون فیلتر می‌گیرند |url=https://peivast.com/p/156331 |access-date=February 24, 2023 |website=پیوست |language=fa-IR}}</ref><ref>{{Cite web |last1=نقاش |first1=بابک |last2=املاکی |first2=نیما |date=January 31, 2023 |title=چه کسانی درخواست اینترنت بدون فیلتر کرده‌اند؟ |url=https://peivast.com/p/153839 |access-date=February 24, 2023 |website=پیوست |language=fa-IR}}</ref>

==== North Korea ====
{{See also|Internet in North Korea}}
A few days after a fire incident that happened in the [[Koryo Hotel]] in North Korea on June 11, 2015, authorities blocked Instagram to prevent photos of the incident from being spread.<ref>{{cite news|url=https://www.pcworld.com/article/2939152/after-photo-leak-north-korea-said-to-block-instagram.html|title=After photo leak, North Korea said to block Instagram|date=June 2018|newspaper=PC World}}</ref>

==== Russia ====
On March 11, 2022, Russia announced it would ban Instagram due to alleged "calls for violence against Russian troops" on the platform during the ongoing [[Russian invasion of Ukraine|2022 Russian invasion of Ukraine]].<ref>{{cite web |url=https://www.bbc.com/news/technology-60709208 |title=War in Ukraine: Instagram banned in Russia over 'calls to violence' |work=[[BBC News]]|date=March 11, 2022 |access-date=March 21, 2022}}</ref> On March 14, the ban took effect, with almost 80 million users losing access to Instagram.<ref>{{cite web |url=https://www.theverge.com/2022/3/14/22976603/russia-bans-instagram-facebook-meta-call-to-violence |title=Russia bans Instagram as promised, blocking access for 80 million users |work=[[The Verge]] |last=Vincent |first=James |date=March 14, 2022 |access-date=March 21, 2022}}</ref> Instagram along with Facebook are labelled as extremist by Russian government, making it illegal to use with VPN if the law was passed on July 17, 2025, to criminalise searching and accessing to extremist materials even with VPN, with a fines from 3000 to 5000 rubles (€30 to €50) by the September 1, 2025.<ref>{{Cite web |date=July 22, 2025 |title=New Russian law criminalises searching for content deemed 'extremist' |url=http://www.euronews.com/my-europe/2025/07/22/new-russian-law-criminalises-searching-for-content-deemed-extremist |access-date=October 20, 2025 |website=euronews |language=en}}</ref>

==== Turkey ====
On August 2, 2024, Instagram was banned by [[Information and Communication Technologies Authority (Turkey)]] after the [[Assassination of Ismail Haniyeh]].<ref>{{Cite news |date=August 2, 2024 |title=Turkey Blocks Access To Instagram For Failure To Comply With Laws |url=https://www.reuters.com/world/middle-east/turkey-blocks-access-instagram-platform-gives-no-reason-2024-08-02/ |work=[[Reuters]]}}</ref> The ban lasted for nine days and was lifted on August 10, 2024, with Instagram accepting the government's demands and agreeing to work with authorities.<ref>{{Cite news |date=August 10, 2024 |title=Turkey restores access to Instagram after 9-day block |url=https://www.cnbc.com/2024/08/10/turkey-restores-access-to-instagram-after-9-day-block.html |publisher=[[CNBC]]}}</ref>

==== United States ====
In the U.S., there is relatively little government regulation of social media content, with most content removal taking place on a voluntary basis by the companies.<ref name="EM">{{Cite web |last=Singh |first=Spandana |date=July 22, 2019 |title=Everything in Moderation |url=http://newamerica.org/oti/reports/everything-moderation-analysis-how-internet-platforms-are-using-artificial-intelligence-moderate-user-generated-content/ |access-date=July 20, 2024 |website=[[New America (organization)|New America]] |language=en}}</ref> One exception was in January 2020, when Instagram and its parent company, Facebook, Inc., removed posts "that voice support for slain Iranian commander [[Qasem Soleimani]] to comply with US sanctions".<ref>{{cite web|last1=O'Sullivan|first1=Donie|last2=Moshtaghian|first2=Artemis|title=Instagram says it's removing posts supporting Soleimani to comply with US sanctions|url=https://edition.cnn.com/2020/01/10/tech/instagram-iran-soleimani-posts/index.html|access-date=January 11, 2020|publisher=[[CNN]]|date=January 11, 2020 }}</ref>

Following the election of [[Donald Trump]] in 2025, various sources noted possible censorship related to the [[Democratic Party (United States)|Democratic Party]] on Instagram and other Meta platforms.<ref>{{cite web |last1=Dedezade |first1=Esat |title=Meta Faces Backlash As Democrat-Related Terms Disappear From Instagram |url=https://www.forbes.com/sites/esatdedezade/2025/01/21/meta-faces-backlash-as-democrat-related-terms-disappear-from-instagram/ |website=Forbes |language=en}}</ref><ref>{{cite web |last1=Haysom |first1=Sam |title=Is Instagram blocking the #Democrat hashtag? |url=https://mashable.com/article/instagram-blocking-democrat-hashtag |website=Mashable |publisher=Ziff Davis |access-date=January 22, 2025 |language=en |date=January 21, 2025}}</ref><ref>{{cite web |last1=Gerken |first1=Tom |title=Instagram hides search results for 'Democrats' |date=January 21, 2025 |url=https://www.bbc.com/news/articles/c4g32yxpdz0o|publisher=BBC |access-date=January 22, 2025}}</ref>

== Reception ==
=== Awards ===
Instagram was the runner-up for "Best Mobile App" at the 2010 ''[[TechCrunch]]'' Crunchies in January 2011.<ref>{{cite web|url=https://techcrunch.com/2011/01/21/congratulations-crunchies-winners-twitter-takes-best-startup-of-2010/|title=Congratulations Crunchies Winners!|date=January 25, 2011|work=[[TechCrunch]]|publisher=[[AOL]]|access-date=October 4, 2011}}</ref> In May 2011, ''[[Fast Company]]'' listed CEO Kevin Systrom at number 66 in "The 100 Most Creative People in Business in 2011".<ref>{{cite web|url=http://www.fastcompany.com/most-creative-people/2011/kevin-systrom-instagram|title=The 100 Most Creative People in Business in 2011|date=May 2011|work=[[Fast Company]]|archive-url=https://web.archive.org/web/20111101125115/http://www.fastcompany.com/most-creative-people/2011/kevin-systrom-instagram|archive-date=November 1, 2011|access-date=October 4, 2011}}</ref> In June 2011, [[Inc. (magazine)|''Inc.'']] included co-founders Systrom and Krieger in its 2011 "30 Under 30" list.<ref name="inc2011">{{cite web|url=http://www.inc.com/30under30/2011/profile-kevin-systrom-mike-krieger-founders-instagram.html|title=Kevin Systrom and Mike Krieger, Founders of Instagram|last=Lagorio|first=Christine|date=June 27, 2011|work=[[Inc. (magazine)|Inc.]]|access-date=October 4, 2011}}</ref>

Instagram won "Best Locally Made App" in the ''[[SF Weekly]]'' Web Awards in September 2011.<ref>{{cite web|url=http://blogs.sfweekly.com/exhibitionist/2011/09/sf_weekly_web_awards_2011_we_h.php|title=SF Weekly Web Awards 2011: We Have Some Winners!|last=Swearingen|first=Jake|date=September 2, 2011|work=[[SF Weekly]]|access-date=October 4, 2011|archive-date=November 8, 2011|archive-url=https://web.archive.org/web/20111108000852/http://blogs.sfweekly.com/exhibitionist/2011/09/sf_weekly_web_awards_2011_we_h.php}}</ref> ''[[7x7 (magazine)|7x7Magazine]]'''s September 2011 issue featured Systrom and Krieger on the cover of their "The Hot 20 2011" issue.<ref>{{cite web|url=http://www.7x7.com/magazine/hot-20-2011|title=The Hot 20 2011|date=September 23, 2011|work=[[7x7 (magazine)|7x7]]|access-date=October 4, 2011}}</ref> In December 2011, [[Apple Inc.]] named Instagram the "App of the Year" for 2011.<ref>{{cite news|url=https://www.washingtonpost.com/business/technology/apple-names-instagram-top-app-of-the-year/2011/12/09/gIQAg1VuhO_story.html|title=Apple names Instagram top app of the year|last=Tsukayama|first=Hayley|date=December 9, 2011|newspaper=[[The Washington Post]]|access-date=December 9, 2011}}</ref> In 2015, Instagram was named No. 1 by [[Mashable]] on its list of "The 100 best iPhone apps of all time", noting Instagram as "one of the most influential social networks in the world."<ref>Mashable.com [http://mashable.com/2015/12/08/100-best-iphone-apps/ "The 100 best iPhone apps of all time"] Published December 8, 2015. Retrieved December 10, 2015.</ref> Instagram was listed among ''[[Time (magazine)|Time]]''{{'}}s "50 Best Android Applications for 2013" list.<ref>{{cite magazine|url=https://techland.time.com/2013/07/01/50-best-android-apps-for-2013/slide/instagram/|title=50 Best Android Apps for 2013|last=Newman|first=Jared|date=June 30, 2013|magazine=[[Time (magazine)|Time]]|archive-url=https://web.archive.org/web/20130704152242/http://techland.time.com/2013/07/01/50-best-android-apps-for-2013/slide/instagram/|archive-date=July 4, 2013|url-status=live|access-date=April 12, 2017}}</ref>

=== Mental health ===
{{See also|Social media and suicide}}
In May 2017, a survey conducted by the United Kingdom's [[Royal Society for Public Health]], featuring 1,479 people aged 14–24 and asking them to rate social media platforms depending on anxiety, depression, loneliness, bullying and body image, concluded that Instagram was the "worst for young mental health". Some have suggested it may contribute to [[Digital media use and mental health|digital dependence]], whilst this same survey noticed its positive effects, including self-expression, self-identity, and community building. In response to the survey, Instagram said that "Keeping Instagram a safe and supportive place for young people was a top priority".<ref>{{cite web|url=https://www.bbc.com/news/health-39955295|title=Instagram 'worst for young mental health'|date=May 18, 2017|website=[[BBC News]]|access-date=May 19, 2017}}</ref><ref>{{cite web|url=https://uk.news.yahoo.com/instagram-rated-worst-media-mental-health-032700830.html|title=Instagram rated worst media for mental health|date=May 19, 2017|publisher=[[Yahoo! News]]|access-date=May 19, 2017}}</ref> The company filters out the reviews and accounts. If some of the accounts violate Instagram's community guidelines, it will take action, which could include banning them.<ref name=Holson2018>{{cite news |last1=Holson |first1=Laura M. |title=Instagram Unveils a Bully Filter |url=https://www.nytimes.com/2018/05/01/technology/instagram-bully-filter.html |archive-url=https://web.archive.org/web/20180501204605/https://www.nytimes.com/2018/05/01/technology/instagram-bully-filter.html |archive-date=May 1, 2018 |url-access=subscription |url-status=live |work=[[The New York Times]] |date=May 1, 2018 }}</ref>

In 2017, researchers from [[Harvard University]] and [[University of Vermont]] demonstrated a [[machine learning]] tool that successfully outperformed general practitioners' diagnostic success rate for depression. The tool used color analysis, metadata components, and face detection of users' feeds.<ref>{{cite journal|last1=Reece|first1=Andrew G.|last2=Danforth|first2=Christopher M.|year=2017|title=Instagram photos reveal predictive markers of depression|journal=EPJ Data Science|volume=6|issue=1|page=15|arxiv=1608.03282|doi=10.1140/epjds/s13688-017-0110-z }}</ref> In 2019, Instagram began to test the hiding of like counts for posts made by its users, with the feature later made available to everyone.<ref name="HP"/><ref name="Newton">{{Cite web |last=Newton |first=Casey |date=May 27, 2021 |title=What Instagram really learned from hiding like counts |url=https://www.theverge.com/2021/5/27/22456206/instagram-hiding-likes-experiment-results-platformer |access-date=March 1, 2024 |website=The Verge |language=en}}</ref> In 2021, Instagram announced that like counts would return to be publicly viewable by default. Users can choose to switch them off for their whole feed or on a per-post basis.<ref name="Newton" />

Correlations have been made between Instagram content and dissatisfaction with one's body, as a result of people comparing themselves to other users. In a recent survey, half of the applicants admitted to photo editing behavior which has been linked with concerns over body image.<ref>{{cite journal |last1=Lee |first1=Minsum |title=Social media photo activity, internalization, appearance comparison, and body satisfaction: The moderating role of photo-editing behavior |journal=Computers in Human Behavior |date=Jan 2021 |volume=114 |article-number=106579 |doi=10.1016/j.chb.2020.106579 }}</ref> In October 2021, CNN published an article and interviews on two young women, Ashlee Thomas and Anastasia Vlasova, saying Instagram endangered their lives due to it having toxic effects on their diets.<ref>{{Cite web|url=https://www.cnn.com/2021/10/09/us/instagram-eating-disorders/index.html|title = How Instagram led to two teens' eating disorders|publisher = [[CNN]]|date = October 9, 2021}}</ref>

In October 2023, 42 U.S. states filed a lawsuit against Instagram and parent company Meta, accusing them of contributing to a youth mental health crisis due to the addictive nature of the platforms. The lawsuit claimed that Meta and its Instagram unit repeatedly misled the public about the dangers of its platforms and knowingly induced young children and teenagers into addictive and compulsive social media use. Meta representatives replied that they were disappointed with the lawsuit and were hoping instead to continue working with other companies from the industry to create new and better standards for applications teens use.<ref>{{Cite news |last=Paul |first=Kari |date=October 24, 2023 |title=Meta sued by 33 states over claims youth mental health endangered by Instagram |language=en-GB |work=The Guardian |url=https://www.theguardian.com/technology/2023/oct/24/instagram-lawsuit-meta-sued-teen-mental-health-us |access-date=October 26, 2023 }}</ref><ref>{{Cite news |last1=Stempel |first1=Jonathan |last2=Bartz |first2=Diane |last3=Raymond |first3=Nate |last4=Bartz |first4=Diane |last5=Raymond |first5=Nate |date=October 25, 2023 |title=Meta's Instagram linked to depression, anxiety, insomnia in kids - US states' lawsuit |language=en |work=Reuters |url=https://www.reuters.com/legal/dozens-us-states-sue-meta-platforms-harming-mental-health-young-people-2023-10-24/ |access-date=October 26, 2023}}</ref>

==== Negative comments ====
In response to abusive and negative comments on users' photos, Instagram has made efforts to give users more control over their posts and accompanying comments field. In July 2016, it announced that users would be able to turn off comments for their posts, as well as control the language used in comments by inputting words they consider offensive, which will ban applicable comments from showing up.<ref>{{cite news|url=https://www.washingtonpost.com/news/the-switch/wp/2016/07/29/instagram-will-soon-let-you-filter-comments-on-your-own-account/|title=Instagram will soon let you filter comments on your own account|last=Tsukayama|first=Hayley|date=July 29, 2016|newspaper=[[The Washington Post]]|access-date=June 29, 2017}}</ref><ref>{{cite web|url=https://www.theverge.com/2016/7/29/12327312/instagram-anti-harassment-commenting-tools|title=Instagram is building the anti-harassment tools Twitter won't|last=Kastrenakes|first=Jacob|date=July 29, 2016|website=[[The Verge]]|access-date=June 29, 2017}}</ref> After the July 2016 announcement, the ability to ban specific words began rolling out early August to celebrities,<ref>{{cite web|url=https://www.theverge.com/2016/8/2/12365786/instagram-anti-abuse-comment-filter-celebrity-chrissy-teigen|title=Instagram's anti-abuse comment filter is rolling out now|last=McCormick|first=Rich|date=August 2, 2016|website=[[The Verge]]|access-date=June 29, 2017}}</ref> followed by regular users in September.<ref>{{cite web|url=https://www.theverge.com/2016/9/12/12887514/instagram-comments-abusive-words-filter-section|title=Instagram is now letting everyone filter abusive words out of their comments|last=Carman|first=Ashley|date=September 12, 2016|website=[[The Verge]]|access-date=June 29, 2017}}</ref> In December, the company began rolling out the abilities for users to turn off the comments and, for private accounts, remove followers.<ref>{{cite web|url=https://www.theverge.com/2016/12/6/13853172/instagram-turn-off-comments-remove-followers|title=Instagram will soon let you turn off comments and boot followers from private accounts|last=Vincent|first=James|date=December 6, 2016|website=[[The Verge]]|access-date=June 29, 2017}}</ref><ref name="OBrien2016"/> In June 2017, Instagram announced that it would automatically attempt to filter offensive, harassing, and "spammy" comments by default. The system is built using a Facebook-developed [[deep learning]] algorithm known as DeepText (first implemented on the social network to detect spam comments), which utilizes [[natural-language processing]] techniques, and can also filter by user-specified keywords.<ref>{{cite magazine|last=Thompson|first=Nicholas|date=June 29, 2017|title=Instagram unleashes an AI system to blast away nasty comments|url=https://www.wired.com/story/instagram-launches-ai-system-to-blast-nasty-comments/|magazine=[[Wired (magazine)|Wired]]|access-date=June 29, 2017}}</ref><ref>{{cite web|url=https://techcrunch.com/2017/06/29/instagram-implements-an-ai-system-to-fight-mean-and-harassing-comments/|title=Instagram implements an AI system to fight mean and harassing comments|last=Etherington|first=Darrell|date=June 29, 2017|website=[[TechCrunch]]|publisher=[[AOL]]|access-date=June 29, 2017}}</ref><ref name="Holson2018" />

In September 2017, the company announced that public users would be able to limit who can comment on their content, such as only their followers or people they follow. At the same time, it updated its automated comment filter to support additional languages.<ref>{{cite web |url=https://techcrunch.com/2017/09/26/instagram-now-lets-you-choose-who-can-comment-on-your-posts/ |title=Instagram now lets you choose who can comment on your posts |last=Etherington |first=Darrell |date=September 26, 2017 |website=[[TechCrunch]] |publisher=[[Oath Inc.]] |access-date=December 13, 2017}}</ref><ref>{{cite web |url=https://www.theverge.com/2017/9/26/16366060/instagram-comment-controls-launch |title=Instagram now lets you limit who can comment on your pics |last=Kastrenakes |first=Jacob |date=September 26, 2017 |website=[[The Verge]] |access-date=December 13, 2017}}</ref> In July 2019, the service announced that it would introduce a system to proactively detect problematic comments and encourage the user to reconsider their comment, as well as allowing users the ability to "restrict" others' abilities to communicate with them, citing that younger users felt the existing block system was too much of an escalation.<ref name="Bryant2019" />

An April 2022 study by the [[Center for Countering Digital Hate]] found that Instagram failed to act on 90% of abusive direct messages (DMs) sent to five high-profile women, despite the DMs being reported to moderators. The participants of the study included actress [[Amber Heard]], journalist [[Bryony Gordon]], television presenter [[Rachel Riley]], activist Jamie Klingler and magazine founder [[Sharan Dhaliwal]]. Instagram disputed many of the study's conclusions.<ref>{{Cite news |last1=Lorenz |first1=Taylor |last2=Dwoskin |first2=Elizabeth |date=April 6, 2022 |title=Some women shared the messages they get on Instagram. It's not pretty. |language=en-US |newspaper=[[The Washington Post]] |url=https://www.washingtonpost.com/technology/2022/04/06/instagram-women-harassment/ |access-date=April 9, 2022 }}</ref><ref>{{Cite web |last=Sung |first=Morgan |date=April 7, 2022 |title=Instagram 'systemically fails' to protect high-profile women from abuse, study finds |url=https://www.nbcnews.com/pop-culture/viral/instagram-ignores-dm-abuse-study-rcna23271 |access-date=April 9, 2022 |publisher=[[NBC News]] |language=en}}</ref><ref>{{Cite web |last=Paul |first=Kari |date=April 6, 2022 |title=High-profile women on Instagram face 'epidemic of misogynist abuse', study finds |url=https://www.theguardian.com/technology/2022/apr/05/high-profile-women-on-instagram-face-epidemic-of-misogynist-abuse-study-finds |access-date=April 9, 2022 |website=[[The Guardian]] |language=en}}</ref>

=== Culture ===
On August 9, 2012, English musician [[Ellie Goulding]] released a new music video for her song "[[Anything Could Happen]]". The video only contained fan-submitted Instagram photographs that used various filters to represent words or lyrics from the song, and over 1,200 different photographs were submitted.<ref>{{cite web|url=http://mashable.com/2012/08/09/ellie-goulding-instagram-music-video/|title=Singer Composes Music Video From Fans' Instagram Photos|last=Colbert|first=Annie|date=August 9, 2012|website=[[Mashable]]|access-date=May 31, 2017}}</ref>

=== Security ===
In August 2017, reports surfaced that a [[software bug|bug]] in Instagram's developer tools had allowed "one or more individuals" to gain access to the contact information, specifically email addresses and phone numbers, of several high-profile verified accounts, including its most followed user, [[Selena Gomez]]. The company said in a statement that it had "fixed the bug swiftly" and was running an investigation.<ref>{{cite web|last=Newton|first=Casey|date=August 30, 2017|title=Hackers exploited an Instagram bug to get celebrity phone numbers and email addresses|url=https://www.theverge.com/2017/8/30/16229198/instagram-hack-api-bug-selena-gomez-justin-bieber|access-date=December 13, 2017|website=[[The Verge]]}}</ref><ref>{{cite web|last=Coldewey|first=Devin|date=August 30, 2017|title=Instagram bug leaked data on 'high-profile' users, company warns|url=https://techcrunch.com/2017/08/30/instagram-bug-leaked-data-on-high-profile-users-company-warns/|access-date=December 13, 2017|website=[[TechCrunch]]|publisher=[[Oath Inc.]]}}</ref> However, the following month, more details emerged, with a group of hackers selling contact information online, with the affected number of accounts in the "millions" rather than the previously assumed limitation on verified accounts. Hours after the hack, a searchable database was posted online, charging $10 per search.<ref name="Hack in millions">{{cite web|last=Newton|first=Casey|date=September 1, 2017|title=An Instagram hack hit millions of accounts, and victims' phone numbers are now for sale|url=https://www.theverge.com/2017/9/1/16244304/instagram-hack-api-bug-doxagram-selena-gomez|access-date=December 13, 2017|website=[[The Verge]]}}</ref> ''[[The Daily Beast]]'' was provided with a sample of the affected accounts and could confirm that, while many of the email addresses could be found with a [[Google]] search in public sources, some did not return relevant Google search results and thus were from private sources.<ref>{{cite news|last=Cox|first=Joseph|date=August 31, 2017|title=Hackers Make Searchable Database to Dox Instagram Celebs|newspaper=[[The Daily Beast]]|publisher=[[IAC (company)|IAC]]|url=https://www.thedailybeast.com/hackers-make-searchable-database-to-dox-instagram-celebs|access-date=December 13, 2017}}</ref> ''[[The Verge]]'' wrote that cybersecurity firm RepKnight had found contact information for multiple actors, musicians, and athletes,<ref name="Hack in millions" /> and singer Selena Gomez's account was used by the hackers to post naked photos of her ex-boyfriend [[Justin Bieber]]. The company admitted that "we cannot determine which specific accounts may have been impacted", but believed that "it was a low percentage of Instagram accounts", though ''[[TechCrunch]]'' stated in its report that six million accounts were affected by the hack, and that "Instagram services more than 700 million accounts; six million is not a small number".<ref>{{cite web|last=Buhr|first=Sarah|date=September 1, 2017|title=Hackers claim to have personal info of millions of Instagram accounts, including celebs|url=https://techcrunch.com/2017/09/01/hackers-are-selling-millions-of-instagram-celeb-accounts-on-the-web/|access-date=December 13, 2017|website=[[TechCrunch]]|publisher=[[Oath Inc.]]}}</ref>

In 2019, [[Apple Inc.|Apple]] pulled an app which let users stalk people on Instagram by scraping accounts and collecting data.<ref>{{Cite web|last=Peters|first=Jay|date=November 11, 2019|title=Apple pulls app that let you stalk people you follow on Instagram|url=https://www.theverge.com/2019/11/11/20959419/apple-instagram-like-patrol-app-following-tab|website=[[The Verge]]}}</ref> Iran has [[Deep packet inspection|DPI blocking]] for Instagram.<ref>{{cite web |url=https://ooni.org/post/2018-iran-protests-pt2/ |title=Iran Protests: DPI blocking of Instagram (Part 2) |work=OONI |date=February 14, 2018 |access-date=August 20, 2021 }}</ref>

In September 2024, Meta paid out a $101 million fine for storing up to 600 million passwords of Instagram and Facebook users in plain text. The practice was initially discovered in 2019, though reports indicate passwords were stored in plain text since 2012.<ref>{{cite web |last1=Lovejoy |first1=Ben |title=Up to 600 million Facebook and Instagram passwords stored in plain text |url=https://9to5mac.com/2024/09/27/up-to-600-million-facebook-and-instagram-passwords-stored-in-plain-text/ |website=9to5Mac |access-date=September 29, 2024 |date=September 27, 2024}}</ref>

=== Content ownership ===
On December 17, 2012, Instagram announced a change to its Terms of Service policy, adding the following sentence:<ref name="verge-policy">{{cite web|last=Patel|first=Nilay|date=December 18, 2012|title=No, Instagram can't sell your photos: what the new terms of service really mean|url=https://www.theverge.com/2012/12/18/3780158/instagrams-new-terms-of-service-what-they-really-mean|access-date=April 24, 2017|website=[[The Verge]]}}</ref>

{{blockquote|To help us deliver interesting paid or sponsored content or promotions, you agree that a business or other entity may pay us to display your username, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you.}}

There was no option for users to opt out of the changed Terms of Service without deleting their accounts before the new policy went into effect on January 16, 2013.<ref>{{cite web|date=December 18, 2012|title=Instagram seeks right to sell access to photos to advertisers|url=https://www.bbc.com/news/technology-20767537|access-date=April 24, 2017|publisher=[[BBC]]}}</ref> The move garnered severe criticism from users,<ref name="cnet criticism">{{cite web|last1=McCullaugh|first1=Declan|last2=Tam|first2=Donna|date=December 18, 2012|title=Instagram apologizes to users: We won't sell your photos|url=https://www.cnet.com/news/instagram-apologizes-to-users-we-wont-sell-your-photos/|access-date=April 24, 2017|publisher=[[CNET]]}}</ref><ref>{{cite web|last=Hernandez|first=Brian Anthony|date=December 18, 2012|title=15 Celebrities Outraged by Instagram's Privacy Policy|url=http://mashable.com/2012/12/18/celebrity-outrage-instagram-terms-of-service/|access-date=May 31, 2017|website=[[Mashable]]}}</ref> prompting Instagram CEO Kevin Systrom to write a blog post one day later, announcing that they would "remove" the offending language from the policy. Citing misinterpretations about its intention to "communicate that we'd like to experiment with innovative advertising that feels appropriate on Instagram", Systrom also stated that it was "our mistake that this language is confusing" and that "it is not our intention to sell your photos". Furthermore, he wrote that they would work on "updated language in the terms to make sure this is clear".<ref>{{cite web|last=Systrom|first=Kevin|author-link=Kevin Systrom|date=December 18, 2012|title=Thank you, and we're listening|url=http://blog.instagram.com/post/38252135408/thank-you-and-were-listening|archive-url=https://web.archive.org/web/20121219104024/http://blog.instagram.com/post/38252135408/thank-you-and-were-listening|archive-date=December 19, 2012|access-date=April 24, 2017|website=Instagram Blog|publisher=Instagram}}</ref><ref name="cnet criticism" />

The policy change and its backlash caused competing photo services to use the opportunity to "try to lure users away" by promoting their privacy-friendly services,<ref>{{cite web|last=McCullaugh|first=Declan|date=December 18, 2012|title=Instagram rivals try to lure users away after photo rights flap|url=https://www.cnet.com/news/instagram-rivals-try-to-lure-users-away-after-photo-rights-flap/|access-date=April 24, 2017|publisher=[[CNET]]}}</ref> and some services experienced substantial gains in momentum and user growth following the news.<ref>{{cite web|last1=Perlroth|first1=Nicole|last2=Wortham|first2=Jenna|date=December 20, 2012|title=Instagram's Loss Is a Gain for Its Rivals|url=https://bits.blogs.nytimes.com/2012/12/20/instagrams-loss-is-other-apps-gain/|access-date=April 24, 2017|website=[[The New York Times]]}}</ref> On December 20, Instagram announced that the advertising section of the policy would be reverted to its original October 2010 version.<ref>{{cite web|last=McDermott|first=John|date=December 21, 2012|title=Amid Criticism, Instagram Reverts to Old Terms of Service|url=http://adage.com/article/digital/amid-criticism-instagram-reverts-terms-service/238895/|access-date=April 24, 2017|website=[[Advertising Age]]|publisher=[[Crain Communications]]}}</ref> ''[[The Verge]]'' wrote about that policy as well, however, noting that the original policy gives the company right to "place such advertising and promotions on the Instagram Services or on, about, or in conjunction with your Content", meaning that "Instagram has always had the right to use your photos in ads, almost any way it wants. We could have had the exact same freakout last week, or a year ago, or the day Instagram launched".<ref name="verge-policy" />

The policy update also introduced an arbitration clause, which remained even after the language pertaining to advertising and user content had been modified.<ref>{{cite web|last=Levine|first=Dan|date=December 24, 2012|title=Instagram furor triggers first class action lawsuit|url=https://www.reuters.com/article/us-instagram-lawsuit-idUSBRE8BN0JI20121224|access-date=April 24, 2017|work=[[Reuters]]}}</ref>

=== Facebook acquisition as a violation of U.S. antitrust law ===
Columbia Law School professor [[Tim Wu]] has given public talks claiming that Facebook's 2012 purchase of Instagram was a [[felony]].<ref>[https://www.youtube.com/watch?v=bqkau41MFvI Tim Wu: Facebook's Purchase of Instagram was a Felony], at the 2019 Aspen Ideas Festival (The Aspen Institute YouTube channel, published on June 28, 2019)</ref> On February 26, 2019, the ''[[New York Post]]'' released an article stating that the FTC had discovered a memo authored by a senior Facebook official, revealing that the purpose behind the acquisition of Instagram was to remove a potential rival. Wu explains this is a violation of [[United States antitrust law#Horizontal mergers|US antitrust law]] (see [[monopoly]]). Wu stated that this document was an email directly from [[Mark Zuckerberg]], whereas the Post article had stated that their source had declined to say whether the high-ranking executive was the CEO.<ref>{{Cite news |last=Kosman |first=Josh |date=February 26, 2019 |title=Facebook boasted of buying Instagram to kill the competition: sources |url=https://nypost.com/2019/02/26/facebook-boasted-of-buying-instagram-to-kill-the-competition-sources/ |url-status=live |archive-url=https://web.archive.org/web/20230509094040/https://nypost.com/2019/02/26/facebook-boasted-of-buying-instagram-to-kill-the-competition-sources/ |archive-date=May 9, 2023 |access-date=June 21, 2024 |work=[[The New York Post]]}}</ref>

=== Algorithmic advertisement with a rape threat ===
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. The photo post had received three likes and countless comments, and in September 2017, the company's algorithms turned the photo into an advertisement visible to Solon's sister. An Instagram spokesperson apologized and told ''The Guardian'' that "We are sorry this happened – it's not the experience we want someone to have. This notification post was surfaced as part of an effort to encourage engagement on Instagram. Posts are generally received by a small percentage of a person's Facebook friends." As noted by the technology media, the incident occurred at the same time parent company Facebook was under scrutiny for its algorithms and advertising campaigns being used for offensive and negative purposes.<ref>{{cite web|last=Levin|first=Sam|date=September 21, 2017|title=Instagram uses 'I will rape you' post as Facebook ad in latest algorithm mishap|url=https://www.theguardian.com/technology/2017/sep/21/instagram-death-threat-facebook-olivia-solon|access-date=November 8, 2017|website=[[The Guardian]]}}</ref><ref>{{cite web|last=Liao|first=Shannon|date=September 21, 2017|title=Instagram accidentally advertises itself on Facebook with rape threat photo|url=https://www.theverge.com/2017/9/21/16346900/instagram-facebook-advertisement-rape-death-threat|access-date=November 8, 2017|website=[[The Verge]]}}</ref>

=== Human exploitation ===
In May 2021, ''[[The Washington Post]]'' published a report detailing a "black market" of unlicensed employment agents luring migrant workers from Africa and Asia into [[indentured servitude]] as maids in [[Persian Gulf]] countries and using Instagram posts containing their personal information (including in some cases, [[passport]] numbers) to market them. Instagram deleted 200 accounts that had been reported by the ''Post'', and a spokesperson stated that Instagram took this activity "extremely seriously", disabled 200 accounts found by the ''Post'' to be engaging in these activities, and was continuing to work on systems to automatically detect and disable accounts engaging in human exploitation.<ref>{{cite news|last=McQue|first=Katie|date=May 5, 2021|title=Instagram fuels rise in black-market sales of maids into Persian Gulf servitude|newspaper=[[The Washington Post]]|url=https://www.washingtonpost.com/world/middle_east/gulf-uae-migrant-workers-instagram/2021/05/04/3a767564-a44d-11eb-b314-2e993bd83e31_story.html|access-date=May 26, 2021}}</ref>

=== July 2022 updates ===
In July 2022, Instagram announced a set of updates which immediately received widespread backlash from its userbase. The changes included a feed more focused on Instagram's content algorithms, full-screen photo and video posts, and changing the format of all of its videos to Reels. The primary criticisms for these updates was that Instagram was more like [[TikTok]] than photo sharing. The backlash originated from an Instagram post and [[Change.org]] petition created by photographer Tati Bruening (under the username @illumitati) on July 23, 2022, featuring the statement "Make Instagram Instagram again. (stop trying to be TikTok; i just want to see cute photos of my friends.) Sincerely, everyone.". The post and petition gained mainstream attention after influencers [[Kylie Jenner]] and [[Kim Kardashian]] reposted the Instagram post; subsequently, the original post gained over 2 million likes on Instagram and over 275,000 signatures on Change.org.<ref>{{Cite web |title=▵✖️tati on Instagram: "I'm starting a movement. Let's bring back the old instagram, share this to your stories and SIGN MY PETITION. LINK ON MY STORY. SHARE THIS EVERYWHEREEEEE LETS FUCKING GOOOOOOOOOOOO" |url=https://www.instagram.com/p/CgVLB1Dj3Ow/ |access-date=August 1, 2022 |website=Instagram |language=en}}</ref><ref>{{Cite web |date=July 31, 2022 |title='Stop trying to be TikTok': how video-centric Instagram sparked a revolt |url=https://www.theguardian.com/technology/2022/jul/31/tiktok-video-instagram-revolt-update-kardashians |access-date=August 1, 2022 |website=[[The Guardian]]|language=en}}</ref><ref>{{Cite web |date=July 30, 2022 |title=Meet the Photographer Behind the 'Make Instagram Instagram Again' Meme |url=https://gizmodo.com/make-instagram-again-meme-kylie-jenner-tati-bruening-1849348057 |access-date=August 1, 2022 |website=Gizmodo |language=en-us}}</ref> Instagram walked back the update on July 28, with Meta saying "We recognize that changes to the app can be an adjustment, and while we believe that Instagram needs to evolve as the world changes, we want to take the time to make sure we get this right."<ref>{{Cite news |last1=Huang |first1=Kalley |last2=Isaac |first2=Mike |date=July 28, 2022 |title=Instagram rolls back some product changes after user backlash. |language=en-US |work=[[The New York Times]] |url=https://www.nytimes.com/2022/07/28/technology/instagram-reverses-changes.html |access-date=July 29, 2022 }}</ref> Despite repeated attempts by Meta to shape Instagram to appear and operate more like TikTok, user engagement continued to lag far behind its rival as of 2022.<ref name="verge20220912">{{Cite news |last=Sato |first=Mia |url=https://www.theverge.com/2022/9/12/23349004/instagrams-reels-tiktok-internal-documents |title=Instagram knows it has a Reels problem |date=September 12, 2022 |access-date=June 2, 2023 |archive-date=June 9, 2023 |archive-url=https://web.archive.org/web/20230609190215/https://www.theverge.com/2022/9/12/23349004/instagrams-reels-tiktok-internal-documents |url-status=live}}</ref>

=== Propaganda usage ===
Instagram has been used for [[propaganda]] purposes by a variety of different countries for different reasons. The reasons can be for domestic promotion of certain goals or foreign policy objectives.<ref>{{Cite magazine |last=Khalil |first=Leena |date=September 29, 2023 |title=Inside the Middle East's epic online propaganda war |url=https://wired.me/technology/privacy/inside-the-middle-easts-epic-online-propaganda-war/ |access-date=April 13, 2024 |magazine=WIRED |archive-date=April 23, 2024 |archive-url=https://web.archive.org/web/20240423065702/https://wired.me/technology/privacy/inside-the-middle-easts-epic-online-propaganda-war/ }}</ref> During the [[Russian invasion of Ukraine|2022 Russian invasion of Ukraine]] Instagram was used for propaganda purposes.<ref>{{Cite news |last=Bond |first=Shannon |date=February 28, 2023 |title=How Russia is losing — and winning — the information war in Ukraine |url=https://www.npr.org/2023/02/28/1159712623/how-russia-is-losing-and-winning-the-information-war-in-ukraine |access-date=April 13, 2024 |publisher=NPR}}</ref>

=== Wrongful account bans ===
Starting in 2025 and continuing into 2026, a large wave of users have been complaining of erroneous account bans, specifically for the reason of "[[child sexual abuse]]".<ref>{{Cite news |last=Sidorowicz |first=Joshua |date=November 17, 2025 |title=Facebook, Instagram users say accounts were wrongfully suspended for "child exploitation" |url=https://www.cbsnews.com/philadelphia/news/facebook-instagram-accounts-wrongfully-suspended-for-child-exploitation/ |work=[[CBS News]]}}</ref> This may be due to Meta's "AI-powered" moderation system, which lacks a proper human appeal process. Users have complained of "extreme stress" as a result of these bans, with some businesses losing income due to the lockout of their social media accounts.<ref>{{Cite news |date=2025-08-10 |title=Business owners 'horrified' by Meta's false child abuse allegations |url=https://www.abc.net.au/news/2025-08-11/meta-shuts-down-business-accounts-western-australia/105628412 |access-date=2026-03-16 |work=ABC News |language=en-AU}}</ref> ''[[BBC News]]'' reached out to Meta, who declined to comment.<ref>{{Cite news |last=Fraser |first=Graham |date=July 9, 2025 |title=Instagram wrongly accuses some users of breaching child sex abuse rules |url=https://www.bbc.com/news/articles/cy8kjdz9nr3o |work=[[BBC News]]}}</ref> Some users have tried to reach out to Meta through their ''Meta Verified'' program, which advertised customer support, but ''[[TechCrunch]]'' has reported that the customer service is "dismissive" and "unhelpful".<ref>{{Cite web |last=Randhawa |first=PJ |last2=Lesniak |first2=Leigh |last3=Zachara |first3=Ronald |date=2026-02-16 |title=Meta users say false child‑safety flags led to sudden lockouts |url=https://www.nbcchicago.com/consumer/meta-users-say-false-child%e2%80%91safety-flags-led-to-sudden-lockouts/3892720/ |access-date=2026-03-16 |website=NBC Chicago |language=en-US}}</ref><ref>{{Cite web |last=Perez |first=Sarah |date=2025-07-02 |title=Meta users say paying for Verified support has been useless in the face of mass bans |url=https://techcrunch.com/2025/07/02/meta-users-say-paying-for-verified-support-has-been-useless-in-the-face-of-mass-bans/ |access-date=2026-03-16 |website=[[TechCrunch]] |language=en-US}}</ref>

In South Korea, the [[National Assembly (South Korea)|National Assembly’s Science, ICT, Broadcasting and Communications Committee]] organized a private meeting with Meta Korea due to continued erroneous bans, with an attorney noting that due to South Korea's Telecommunications Business act, Meta has to show cause for any service suspension for it to be justified.<ref>{{Cite web |last=Joon-hyun |first=Moon |date=2025-07-13 |title=Meta faces backlash in South Korea over mysterious account bans |url=https://www.koreaherald.com/article/10530332 |access-date=2026-03-16 |website=The Korea Herald |language=en}}</ref>

== Statistics ==
{{Update|section|date=July 2025}}
{{See also|List of most-followed Instagram accounts|l1=Most-followed Instagram accounts}}
{| class="wikitable"
|+Top ten most followed personal Instagram accounts<ref>{{Cite web |title=The 10 Most Followed Instagram Accounts In The World In 2024 |url=https://www.forbesindia.com/article/explainers/most-followed-instagram-accounts-world/85649/1 |access-date=October 15, 2024 |website=Forbes India |language=en}}</ref>
! Name and username
! Followers
! Profession
! Country
|-
|#1 [[Cristiano Ronaldo]] (@cristiano)
|640 million
|Footballer
|Portugal
|-
|#2 [[Lionel Messi]] (@leomessi)
|504 million
|Footballer
|Argentina
|-
|#3 [[Selena Gomez]] (@selenagomez)
|424 million
|Singer, Actress
|United States
|-
|#4 [[Kylie Jenner]] (@kyliejenner)
|396 million
|Reality TV Star, Businesswoman
|United States
|-
|#5 [[Dwayne Johnson|Dwayne "The Rock" Johnson]] (@therock)
|395 million
|Actor, Producer, Wrestler
|United States
|-
|#6 [[Ariana Grande]] (@arianagrande)
|376 million
|Singer, Actress
|United States
|-
|#7 [[Kim Kardashian]] (@kimkardashian)
|360 million
|Reality TV Star, Businesswoman
|United States
|-
|#8 [[Beyoncé]] (@beyonce)
|316 million
|Singer, Actress, Businesswoman
|United States
|-
|#9 [[Khloé Kardashian]] (@khloekardashian)
|306 million
|Reality TV Star, Businesswoman
|United States
|-
|#10 [[Justin Bieber]] (@justinbieber)
|294 million
|Singer
|Canada
|}

The [[List of most-liked Instagram posts|most-liked photo on Instagram]] is a carousel of photos from footballer [[Lionel Messi]] celebrating winning the [[2022 FIFA World Cup]], The post has over 76 million likes.<ref>{{cite news |last1=Hassan |first1=Beril Naz |title=Lionel Messi's World Cup Instagram post breaks record to become most-liked ever |url=https://uk.sports.yahoo.com/news/messi-world-cup-instagram-post-081118403.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAFQf8_ngqUHBK3X7KGi9K1zmnBzriU29YepcEIml3RVjarPoTzsUlPSCmdzqzrj5ViJR2oF2k-IJ58Sl6G0qjTL5_C9kBM_F8bPaLLiP1Hjz2AXC3sc_d8BffVMJBk0Flmn2BUVqkrzkh5ONP-U-CEInQTJf4OiK6Hbcdk1YqIhI |access-date=December 20, 2022 |publisher=Yahoo sports}}</ref>

In 2022, Instagram was the second most downloaded mobile app of the year.<ref>{{cite web |last1=Koetsier |first1=John |title=10 Most Downloaded Apps Of 2022: Facebook Down, Spotify Up, TikTok Stable, CapCut Keeps Growing |url=https://www.forbes.com/sites/johnkoetsier/2023/01/04/top-10-most-downloaded-apps-of-2022-facebook-down-spotify-up-tiktok-stable-capcut-keeps-growing/?sh=6a814fa821cc |website=[[Forbes]]|access-date=June 20, 2023 |archive-url=https://web.archive.org/web/20230609024845/https://www.forbes.com/sites/johnkoetsier/2023/01/04/top-10-most-downloaded-apps-of-2022-facebook-down-spotify-up-tiktok-stable-capcut-keeps-growing/ |archive-date=June 9, 2023 |language=en}}</ref>

== In popular culture ==
* [[Social Animals (2018 documentary film)|''Social Animals'' (documentary film)]]: A 2018 documentary film about three teenagers growing up on Instagram
* [[Instagram model]]: a term for models who gain their success as a result of the large number of followers they have on Instagram
*[[Instapoetry]] is a style of [[poetry]] which formed by sharing images of short poems by poets on Instagram.
* [[Instagram Pier]]: a cargo working area in [[Hong Kong]] that gained its nickname due to its popularity on Instagram

== System ==
Instagram is written in [[Python (programming language)|Python]].<ref>{{Cite news|last=Tung|first=Liam|title=Programming languages: How Instagram's taming a multimillion-line Python monster|url=https://www.zdnet.com/article/programming-languages-how-instagrams-taming-a-multimillion-line-python-monster/|access-date=October 11, 2021|publisher=[[ZDNet]]|language=en|date=October 21, 2019}}</ref> Instagram [[artificial intelligence]] describes content for visually impaired people who use [[screen reader]]s.<ref>{{Cite web|date=November 29, 2018|title=Instagram Can Now Describe Photos to Visually Impaired Users|url=https://www.makeuseof.com/tag/instagram-describe-photos-visually-impaired-users/|access-date=October 11, 2021|website=MUO|language=en-US}}</ref>

== See also ==
{{Portal|Internet|Companies}}
* [[Criticism of Facebook]]
* [[Dronestagram]]
* {{annotated link|Instagram face}}
* {{annotated link|Instagram husband}}
* {{annotated link|Internet celebrity}}
* [[List of social networking services]]
* {{annotated link|Pheed}}
* {{annotated link|Pixnet}}
* {{annotated link|Social media and suicide}}
* [[Timeline of social media]]

== Explanatory notes ==
{{notelist}}

== References ==
{{Reflist}}

== Further reading ==
* {{Cite book |last=Frier |first=Sarah |year=2020 |title=No Filter: The Inside Story of Instagram |publisher=Simon & Schuster |isbn=978-1-9821-2680-3}}

== External links ==
{{Commons category}}
{{Wiktionary}}
<!-- per [[WP:ELMINOFFICIAL]], choose one official website only -->
* {{Official website}}
* {{Cite web|url=http://www.commonwealthclub.org/events/2013-05-30/nofilter-conversation-founders-instagram|title=A #Nofilter Conversation with the founders of Instagram|date=May 30, 2013|first=Kevin|last=Rose|publisher=[[Commonwealth Club of California|Commonwealth Club]]|format=podcast}}
* {{Cite news|url=https://www.npr.org/2017/06/07/493923357/instagram-kevin-systrom-mike-krieger|work=How I Built This|publisher=[[NPR]]|format=podcast|title=Instagram: Kevin Systrom and Mike Krieger|date=September 19, 2016}}

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{{Meta, Inc.}}
{{Online social networking}}
{{Most popular social media accounts}}
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[[Category:Instagram| ]]
[[Category:2010 establishments in the United States]]
[[Category:2010 software]]
[[Category:2012 mergers and acquisitions]]
[[Category:Android (operating system) software]]
[[Category:BlackBerry software]]
[[Category:Companies based in San Francisco]]
[[Category:Image-sharing websites]]
[[Category:Internet properties established in 2010]]
[[Category:IOS software]]
[[Category:Meta Platforms acquisitions]]
[[Category:Meta Platforms applications]]
[[Category:Mobile software]]
[[Category:Photo software]]
[[Category:Shorty Award winners]]
[[Category:Symbian software]]
[[Category:Video software]]
[[Category:WatchOS software]]
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[[Category:American websites]]