NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Business

Early failures were seeds of Instagram's success

By Ian Burrell
Independent·
11 Apr, 2012 05:30 PM3 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

It's all a question of momentum. That's the difference between the millions of online ideas that simply melt away and the handful, like Instagram, which keep rolling and growing until they deliver the life-changing pay-day every start-up founder dreams of.

The photo-sharing network first appeared on Apple's App Store on October 6, 2010. Its rise has been relentless. It had a million users within two months and has kept expanding since.

Thanks to Facebook's US$1 billion ($1.22 billion) buy-out this week, Kevin Systrom and Mike Krieger have become vastly wealthy overnight while still in their 20s, but their discovery of such a winning formula was a drawn-out process.

On the road to honing the Instagram app, they left behind a series of failed projects. Krieger worked on an app that aimed to counter seasonal affective disorder (SAD) by offering sufferers the rays of sunshine in photos posted by users living in warmer climates.

Meanwhile Systrom, who had formerly worked for Google, set up a location-based web service called Burbn, which didn't go exactly according to plan.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

Burbn never got past a few hundred users, but it allowed Systrom - who, according to the website TechCrunch, raised US$500,000 in seed funding for the project - to develop his programming skills, just as the sunshine project was an essential learning curve for Krieger, an engineer and user-interface designer.

Those users who had signed up for Burbn mostly used it to upload photos of their visits to bars and cafes.

Systrom recognised that he was on to something and Burbn duly became the skeleton model for Instagram.

Advertisement
Advertise with NZME.

The Instagram app allows users to take photos using a variety of filters, with names such as "Toaster", "Lord Kelvin" and "1977", giving their images a distinctive retro look.

The formula has proved globally popular. Crucially, the pictures can be shared across a host of social-media sites, from Facebook and Foursquare to Twitter and Tumblr.

By last June, the app had five million users and it has added about two million a month since.

The surge in interest was fuelled by celebrity endorsements from Justin Bieber, Kim Kardashian, Snoop Dogg and then Barack Obama, who all took out accounts. Bieber in particular was a huge driver of traffic from his army of 20 million followers.

Discover more

Business

Killing threat is priceless

11 Apr 05:30 PM
Business

Apple accused of 'conspiracy' to hike e-book prices

11 Apr 07:23 PM
World

Google co-founder: Internet openness under threat

15 Apr 11:38 PM
Technology

Tail wags the blog

04 May 11:48 PM

When the Facebook founder Mark Zuckerberg clinched his US$1 billion purchase of the 18-month-old start-up, Instagram had a user base of 30 million updating five million photos every day.

The size of the deal brought gasps of astonishment even in a world that has witnessed the buyouts of MySpace (bought by News Corp for US$580 million in 2005), YouTube (bought by Google for US$1.65 billion in 2006) and The Huffington Post (bought by AOL for US$315 million in 2011), Facebook's reasons soon became clearer.

Until last week, when it released an Android App, Instagram was available only on Apple devices. The development has given the application an even greater momentum.

Within 24 hours of being available on Android it found one million new users. After six days it had registered five million Android downloads.

So, does the Instagram deal herald a new dot.com boom? Probably not.

Zuckerberg, who will allow Instagram to remain as a separate brand, was making his first major acquisition.

Advertisement
Advertise with NZME.

Among start-ups in the UK, Mind Candy - the company behind the Moshi Monsters brand - seems best-placed to enjoy a big pay-day. But the market remains cautious.

Instagram might be worth US$1 billion this week. But it could turn out to be a fad.

- Independent

Save

    Share this article

Latest from Business

Premium
Shares

Market close: NZ sharemarket down while Kiwi Property Group secures key renewal

03 Jul 06:11 AM
Premium
Business

Eric Watson vows to fight SEC to the end

03 Jul 04:55 AM
Premium
Airlines

American Airlines brings fancy option to Auckland-Texas route

03 Jul 04:25 AM

Audi offers a sporty spin on city driving with the A3 Sportback and S3 Sportback

sponsored
Advertisement
Advertise with NZME.

Latest from Business

Premium
Market close: NZ sharemarket down while Kiwi Property Group secures key renewal

Market close: NZ sharemarket down while Kiwi Property Group secures key renewal

03 Jul 06:11 AM

Large-cap stocks Ryman Healthcare and Kiwi Property Group produce strong rally.

Premium
Eric Watson vows to fight SEC to the end

Eric Watson vows to fight SEC to the end

03 Jul 04:55 AM
Premium
American Airlines brings fancy option to Auckland-Texas route

American Airlines brings fancy option to Auckland-Texas route

03 Jul 04:25 AM
Woolworths mistakenly tells 500,000 members they will receive a gift voucher

Woolworths mistakenly tells 500,000 members they will receive a gift voucher

03 Jul 03:13 AM
Gold demand soars amid global turmoil
sponsored

Gold demand soars amid global turmoil

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP