You can be a couple in London who happen to take pictures of their breakfasts every day - it's called @symmetrybreakfast - and you can gain hundreds of thousands of followers overnight because people are genuinely interested in your unique angle on the world.

Obviously, being the CEO, there are a lot of eyes on what you do and what you post and how you post, and I think one of the challenges of Instagram in general is that, as we get bigger, there are just more voices in the room, more eyes on everyone's accounts.

What people tell you and how they act is very, very different sometimes.

Above all else, products spread when they're useful and they're usable

Every photo you take communicates something about a moment in time - a brief slice of time of where you were, who you were with, and what you were doing.

I really love connecting people, creating communities. As a kid, creation was something that I always loved.

I always look toward teens on Instagram to really understand what's going on. For some reason, when you're a teen, you just understand the world better than anyone else.