_edited.jpg)
When Kevin Systrom launched Instagram, it wasn’t just about creating an app; it was about creating buzz. Systrom recalls having 30 emails queued up, each personalized to industry insiders and influencers, inviting them to try out Instagram’s beta version. To his surprise, half of them responded.
Photo: Michelle Groskopf
The key to Instagram’s early growth was how seamlessly it allowed users to share posts on Twitter. Systrom reached out to Twitter founder Jack Dorsey, who tweeted about it, generating buzz. Soon after, Instagram's waitlist began to grow, with eager users piling on to be a part of the platform.
Finding the Right Audience
Systrom didn’t target just anyone. He focused on people who were big in design and photography, those who could appreciate Instagram’s aesthetic and functionality. This deliberate approach helped Instagram generate excitement before it even launched.
Creating Desire Through Exclusivity
This small but passionate group started tweeting about how much they loved the product, creating an air of exclusivity around Instagram. People who couldn’t get immediate access were clamoring to join, which only fueled the anticipation even more. The magic formula? A dedicated audience who loved the product and shared it enthusiastically with others.
Instagram’s early success wasn’t an accident. It was built on the back of strategic outreach, a great user experience, and word-of-mouth marketing that captured the tech world’s attention — all of which helped transform Instagram into the social media giant it is today.
Listen to Kevin Systrom:
Comments