You need to find people that are drawn to the idea that you build, and they end up taking it and making it even better.

People have presences, both online and in real life. You can choose to show everything, meaning all sides of you, or you can choose to be selective.

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.

Instagram is a media company. I think we're about visual media. I explain ourselves as a disruptive entertainment platform that enables communication through visual media. I don't think it's just photos. There's a reason we don't allow you to upload photos on the Web as albums. It's not about taking all these photos off your DSLR putting them into an album and sharing them with your family. It's not about that. It's about what are you up to right now out in the real world, how can you share that with everyone.

What's awesome about social media is you curate your own experience. That leads to the rise of niche celebrities, who are actually just as popular as mass celebrities, but because there's no incentive for traditional media to invest in them as celebrities, they find a home where people can follow them on Instagram.

Everyone gets lucky for some amount in their life. And the question is, are you alert enough to know you're being lucky or you're becoming lucky?

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.