When you're introducing a mobile app, you look around and say, 'We could be doing 15 different things, but how do we communicate to someone why they would want to download and even sign up for this thing?'

Chobani did a really wonderful yogurt campaign on 'Instagram' to shift perceptions away from the fact that they were just yogurt. And they had a 7-point incremental lift on shifting that perception through a brand advertisement on Instagram.

Our goal is really to make sure that 'Instagram', whether you're a celebrity or not, is a safe place and that the content that gets posted is something that's appropriate for teens and also for adults.

Kevin Systrom Quotes