Instagram has emerged not just to be the ‘one of’ but the leading image sharing social platform in the world with 200 million daily active users and 700 million monthly active users. Considering that it started out as a regular check-in app, Burbn, this pivoting decision was one that surely worked out for them.
What’s interesting, or rather curious is how did Instagram know what and when to pivot to? In the early days of the app, the founders, Kevin Systrom and Mike Krieger, while analyzing the user behaviors noticed that majority of them were using their application only for posting photos and commenting on someone else’s photos. They knew that they had to change certain things in the app. This is when Instagram came into existence. It was primarily made possible because of the analysis of user behavior.