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October 6, 2020

Thank You and Happy Birthday, Instagram!

BY: Instagram Business Team

San Francisco, CA

Colorful heart art by @naima.almeida
(Art by @naima.almeida)

On October 6, 2010, Instagram arrived on the scene as a way for people to edit and share photos with friends. Since then, it has evolved into a cultural hub and place for more than a billion people around the world to discover and connect with inspirational businesses like yours.

Today, Head of Instagram Adam Mosseri reflects on Instagram’s birthday, shares some new features we’re launching and discusses where we go from here.

We wanted to take a moment to thank you — the entrepreneurs, small businesses, brands and creators who embraced Instagram in creative ways that have redefined entire industries. You are the reason 90% of people on Instagram follow a business, and why we see so many creators and businesses at the forefront of pushing culture and creativity forward on the app. We will keep working to make Instagram an even better place for you to turn your passions into a living.

Birthdays are a good time to reflect on where we’ve been and where we’re headed. That’s why we want to celebrate a few inspirational businesses that got their start on Instagram and share how they made the leap from a single idea to an entire business all on social media.

Thank you for all the ways you’ve inspired us. We can’t wait to see what’s next!

Born on Instagram

Instagram account profile image for @TheHomeEdit


Organizing gurus Clea Shearer and Joanna Teplin built a wildly successful organizing business that all started with their first post on @thehomeedit’s Instagram account. Their Instagram Stories are a hilarious mix of tips, tricks and the realities of everyday clutter.

Since starting their account, Clea and Joanna have authored several bestselling books, created a line of organizing products sold across the globe and hosted the celebrity-studded Netflix show, “Get Organized With The Home Edit.”

"I don’t know what our lives would be like without Instagram Stories. It’s the secret (is it even a secret if everyone knows it?) behind our success and the best way for us to connect with everyone in this world who shares our crazy obsessions. We absolutely LOVE seeing and sharing ways fellow organizers tackle their spaces!"


Instagram account profile image for @boutiquedekrioula


Boutique de Krioula is an afro fashion store specializing in turbans by owner Michelle Fernandes. Michelle started her business in 2012 with just a Facebook Page and an Instagram account, and over time the demand for sales soared. Today, Michelle runs an e-commerce website with four employees and sells additional pieces and accessories, like t-shirts, dresses and sandals. She attributes 80% of her total sales to Instagram.

"Instagram has given me the opportunity to rescue the self-esteem of black Brazilian women who rarely see themselves represented by big brands. IGTV and Reels in particular have been the perfect way to show what Afro-Brazilian fashion can offer, I love showing viewers how products can be used and worn while sharing the stories behind each each piece."


Instagram account profile image for @mireiaplaya


Mireia Playà had always dreamed of creating a vegan footwear brand and was able to launch her first line, Mireia Playà, and its Instagram simultaneously in 2016, when she was just 24. Instagram has been a crucial platform for her, allowing her to connect directly with her customers and build a passionate community of cruelty-free and sustainability-focused fashion advocates.

Mireia is constantly on the hunt for new and more sustainable materials and loves using Instagram to show customers the many inspirations she takes from her daily lives and those around her.

"Veganism came into Mireia’s life at the same time she was thinking on doing her own project, the two ideas came together into a Vegan footwear brand and was able to launch her first line and its Instagram simultaneously in 2016 when she was just 24. Instagram has been a crucial platform for her, allowing her to connect directly with her customers and build a passionate community of cruelty free and sustainability-focused fashion advocates."


Instagram account profile image for @WingreensFarms


Wingreens Farms is a woman-founded food company that supports underprivileged women and farmers. The company empowers women from small towns who would otherwise be confined to their homes and trains them to produce world class food products.

Wingreens relies on Instagram to spread awareness about its work, brand and products. Their account allows the company to further scale its operations and create further opportunities for women who otherwise would not have had the chance to learn and thrive in the agricultural and food processing industry.

“Instagram has been an invaluable part of our business model. Customer engagement through Instagram has enabled scale up of the business and helped us empower more women with every passing year. Because of this, we are able to do meaningful work to bring about change in underprivileged communities and share some of the inspirational stories of the women behind our products."


BY: Instagram Business Team

San Francisco, CA