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.

I think Instagram at its best is where you feel like you're getting the most authentic version of the person on the other side of the camera.

Our goal is to not just be a photo-sharing app, but to be the way you share your life when you're on the go.

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

We're just taking people and shifting them from taking photos anyway to taking them on Instagram.

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

You need to fail in order to find the right solution.