Behind the lens: A snapshot of Instagram’s strong brand growth

The 2024 Kantar BrandZ Most Valuable Global Brands Report reveals Instagram’s meteoric rise in brand value, solidifying its brand equity.

When Kevin Systrom and Mike Krieger decided to refocus their nascent app on photo-sharing, they tapped into a longstanding motivation: the desire to share experiences with others. By providing an easy way to instantly enhance and share mobile photos, Instagram opened the floodgates to a tsunami of content, ranging from the sublime to the banal.

Adoption of the new app was rapid, gaining 100,000 users in the first week and more than a million downloads in its first two months. Today, thanks to its commitment to continual innovation, Instagram offers a multitude of ways to share photos and videos and boasts two billion monthly active users worldwide.

Instagram’s rapid growth and its mobile-first platform made it a hot commodity early on, despite its lack of revenue. Just two years after its first release, Facebook (now Meta) bought the growing app for a staggering $1 billion. Many at the time dismissed this as a mistake and a flop. How wrong they were. Today, the Kantar BrandZ Global Top 100 ranking finds the Instagram brand to be worth nearly $114 billion, up a whopping 93% from 2023.

This article was published exclusively on on June 13, 2024.