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handful of users that consisted of the creators’ personal friends to the number one free photography app on the iOS App Store (Somini Sengupta & Wortham, 2012). Interestingly, the original application idea was not the Instagram finally developed and released. Systrom first created an HTML5 mobile web app prototype called Burbn, which combined elements of Foursquare, a search and discover app based on location, and Mafia Wars, a multiplayer Social network game (Somini Sengupta & Wortham, 2012). Burbn’s features allowed users to post photos, check into locations as well as plan future check-ins, and allowed users to earn points for hanging out with friends by logging activity on the app. After Krieger joined Systrom to further development, they determined that Burbn was too cluttered. The team decided to strip down the service to simply include photo, comment, and like capabilities. The release of the iPhone 4 aided this simplification because the phone had a high-performing camera and could display higher-resolution images (Somini Sengupta & Wortham, 2012). Users could take photos, edit those photos with in-app features, and post those photos to their followers. The application was renamed “Instagram” to combine the words “instant” and “telegram” (Somini Sengupta & Wortham, 2012). Eight weeks later, the creators relaunched the app to their friends, beta tested and fixed bugs, and finally launched the app in October of 2010 exclusively for the iOS operating system (Systrom, 2011). In a matter of hours, enough users downloaded the app to cause the computer system handling the photos to crash (Somini Sengupta & Wortham, 2012). Instagram’s successful launch can, at least in part, be contributed to Systrom “whipping up” demand prior to its release (Somini Sengupta & Wortham, 2012). Systrom first let influential technology bloggers and personal contacts such as Jack Dorsey, a 5PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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