One of the earliest requested features was to do premium filters where a brand could sponsor a filter. It's just not in our wheelhouse. It doesn't feel 'Instagram'-my in the way that the high-quality brand ads do.

'Instagram' Direct is a really interesting feature because it's grown significantly since we launched it. People continue to use it to communicate more privately.

When you open up 'Instagram,' you need to know that you're seeing the real Tony Hawk, the real Taylor Swift, the real Burberry.

Kevin Systrom Quotes