No Filter: The Inside Story of Instagram

see also Snapchat; Snapchat Stories Spotify, 45 Square, 15, 46, 65 Squires, Jim, 120 Stanford May eld Fellows Program, 5, 12, 46 Stanford University, 1, 2, 10, 11, 12, 20, 24, 47, 173 Starbucks, IG account of, 35 startups, xx, 14 see also specific startups State of the Union address (2012), 47 status updates, 1, 12, 15 Stein, Robby, 194, 201 storytelling, xviii @strawburry17, 171 Streep, Meryl, 152 Stretch, Colin, 225 Stuart Weitzman, xix Styles, Harry, 130, 133 suicide, suicidal content, 40, 41, 42, 270, 277–78 Sun, Fei Fei, 156 Sutro photo lter, 23 Swain, David, 154 Swank, Hilary, 192 Sweeney, Shayne, 32, 37, 53, 71, 75–76, 79 Swift, Taylor, 47, 131, 204, 217, 218–19, 231 Syracuse University, 232 Systrom, Diane, 3 Systrom, Doug, 3–4 Systrom, Kate, 3, 192 Systrom, Kevin, xxii, 31, 69–70, 94–95, 123–25, 146, 153, 159–60, 180, 193, 225, 245, 260, 261, 277 at Academy Awards, 191–92, 204 analytics and, 226–27 art history and Renaissance as interests of, 3, 106 celebrities’ relationships with, 46, 133–34 childhood of, 3–4 Clinton and, 207–8 competitiveness of, 107–8 Cox and, 257, 267–68, 272

cycling by, 185, 186, 205–6 deejaying by, 4, 10 disillusioned with FB’s grow-at-all-costs culture, xvii Dorsey and, 6–7, 15–16, 19, 60, 84 early mobile websites built by, 9–10; see also Burbn early prediction of IG success by, 29 in e ort to preserve IG’s brand, 159–60, 176, 177–78, 184–85, 209, 217–20 in Florence, 3, 4–5, 19, 21 and FTC investigation of IG sale to FB, 75, 76 at Google, 8–9, 23, 37, 58, 62, 194 IG founded by, see Instagram IG posts by, 31 IG sold to Facebook by Krieger and, see Facebook, Instagram acquired by IGTV and, 257, 264, 265–66, 267 in increasing con ict with FB, 214, 249, 252–53, 262–63, 268–69 Krieger’s relationship with, 11–12, 13, 16–17, 22–23, 33, 107, 254 Kutcher’s friendship with, 46, 133 leadership philosophy of, 18 at Middlesex boarding school, 134 Monday leadership meetings of, 107 at Nextstop, 9–10, 11 at Odeo, 5–6, 7, 12 1 million followers of, 187 perjury allegations against, 86, 98–99 photography passion of, 2, 4–5 Pope Francis’s meeting with, 195–96 Porch and, 130–31, 132–33, 135, 147–48, 166, 195, 245 post-IG, 277 as pressured by Zuckerberg to build IG’s business model, 163–65, 167 problem solving by, 18, 32 as public face of IG, 33 re-sharing disallowed by, 140 in resignation from IG, xxii, 272–75 similar background of Zuckerberg and, 106–7 simplicity valued by, 18, 20, 21, 24, 27, 45, 54, 102, 119, 160, 180, 189, 191, 199, 205 Snapchat and, 188, 190, 192, 202–3, 217 at Stanford University, 7, 8, 24 Stories opposed by, 190, 191 study abroad of, 3–5

on Tim Ferriss Show, 87 #trashcangate and, 181–82 well-being initiative of, 249 Zuckerberg’s 2005 meeting with, 1–3 Zuckerberg’s relationship with, 7, 38, 95, 104–5, 107–8, 163–64, 216–17, 251, 252–53, 256, 262, 264, 266–68, 269–70 tagging friends, 7, 90 tagging photos, 95 TaskRabbit, 17 tastemaking, tastemakers, xviii, xxi, 144, 237 see also in uencers Tatum, Channing, 149–50 Tatum, Everly, 149 #taylorswiftisasnake, 218 #tbt, 155 TechCrunch, 34, 35, 36 technology industry, 28 teens, 243 on FB, 117, 184 nsta accounts of, 182–83, 184 on IG, 118, 170 IG’s analytic tools used by, 275–76 IG Stories and, 203 as key to the future of IG, 154, 171, 184 and pressure to post the best, 114, 170, 172, 188–90, 248 Snapchat and, 115 technology use by, 114 unspoken social rules among, 182, 184 Zuckerberg’s resolve to better understand, 116 Teigen, Chrissy, 243 Telegram, 246 terrorism, terrorists, 249, 261 Tesla, 22 That ‘70s Show, 44 TheFacebook.com, 1, 7 growth of, 2 see also Facebook @thefatjewish, xx

@theskinnycon dential, 237 Thiel, Peter, 191, 193 #thinspiration, 41 This American Life (NPR show), 188 Threadsy, 17 Thrive Capital, 66, 70 Throwback Thursday, 155 TikTok, 277 Timberlake, Justin, 203, 204 Time, 38–39 Tim Ferris Show, 87 Tinder, 19 TMZ, 136 To ey, Dan, 52, 53, 73, 141, 143 Totti Candy Factory, 242 Toy Story ( lm), 180 Transocean Ltd., 113 #trashcangate, 181–82, 204 travel, IG’s in uence on, 169, 241, 242 Trigger, Kaitlyn, 79 trolls, internet, 41, 219, 251 Trump, Donald, 207, 208, 210, 211, 224, 258 FB leveraged by, 212–13 Trump, Ivanka, 70 Trump International Hotel, 70 Tumblr, 19, 103, 170 Tuna (dog), 141–42, 153 Tuna Melts My Heart (Dasher), 142 24 Hour Photo, 117 Twitter, xviii, xxi, 9, 17, 19, 31, 39, 130, 137, 151, 160, 170, 192, 225, 232, 239, 248 Academy Awards and, 151, 204 in attempt to buy IG, 25, 46, 48–49, 55–56, 86, 109 Benchmark Capital investment in, 36 chronological order of posts on, 19, 117 content policing and, 43 Dorsey at, 14, 25–26, 46–47 early investors in, 23 fake news on, 225 as follower-based network, 20

founders’ discord at, 14 free speech ethos at, 37, 156–57 growth rate of, 216 IG blocked from access to, 84, 99 IG photo sharing to, 37 IPO of, 98, 148, 149, 150–51 Niche acquired by, 165 Obama’s account on, 126 140–character limit of, 110, 128 Periscope acquired by, 64 retweet button of, 20, 44, 152, 157, 234 status updates at, 15 #tweetups and, 34 as unwilling to edit content, 220 user anonymity on, 41 veri cation on, 132 Vine acquired by, 64, 109, 157 Williams at, 14, 46 Zuckerberg’s attempted purchase of, 57 Twttr, 7 Tycho (Scott Hansen), 34 Tyga, 238 U2, 126 Uber, 36, 45, 222 UberCab, 23 Underwood, Teddy, 120–21 “unicorns,” 61 Van Damme, Tim, 51–54, 73 Vanity Fair, 158, 192 #vanlife, 229 venture capitalists, 2–3, 11, 15, 24, 36–37, 55, 56, 109, 116, 191 Vergara, So a, 236 Verge, 216 veri cation, 231–32, 279 as status symbol, 132–33 Verrilli, Jessica, 46 VidCon, 219

Viddy, 109 Vine, 64, 109–10, 111–12, 122, 124, 157, 165, 171, 265 violence, violent content, 40, 41–42, 97, 223, 249, 261 virality: of fake news, 225 on FB, 162, 209, 211, 215, 251, 260 re-sharing and, 20, 43–44, 140, 152, 210 risky behavior and, 240, 243–45 sharing and, 140, 152 social networking and, 44 on Twitter, 151, 239 Vogue, 118, 195, 231 IG-related cover of, 156, 157 VPN (virtual private network), 122 Wall Street, 74, 102, 150, 151, 164, 266, 267 Wall Street Journal, 102, 118, 122 Warner Bros. Records, 129, 130 Warr, Andy, 199 Washington Post, 208, 271 watchLAB, 182, 199 Watts, Kristen Joy, 153–54 Web 2.0, 5, 10 Weil, Kevin, 194–95, 263 West, Kanye, 218 WhatsApp, 64, 214, 256 business plan lacked by, 256 encryption on, 125, 256, 262 FB’s acquisition of, 125, 202, 217, 255 WhatsApp Status, 216, 256 White, Emily, 100–101, 104, 105, 118, 120, 122–23, 165 in move to Snapchat, 123, 200 White House Correspondents’ dinner, 171 Whole Foods, 64 Wikipedia, 11 will.i.am (William Adams), 128 Williams, Evan, 5–6, 82 Dorsey and, 25–26 at Odeo, 27

at Twitter, 14, 46, 57, 157 Winfrey, Oprah, 131, 136, 158 Wintour, Anna, 131, 156, 195, 264 WordPress, 17 World Economic Forum, 127 World Travel and Tourism Council, 241 X-Pro II lter, 21 Yahoo!, 2, 8, 11, 24, 116 in attempt to buy Facebook, 57 Flickr acquired by, 54 @yock7, 169 Young, Neil, 129 YouTube, 39, 59, 109, 112, 130, 137, 157, 165, 171, 215, 219, 232, 240, 248, 253 algorithm on, 233–34 Communications Decency Act and, 41 fake news on, 225 Google’s acquisition of, 53, 105 Yuki, Ashley, 175–76, 177 Zappos, 105 Zazzle, 5 Zero to One (Thiel), 191, 193 Zimmerman, Joel Thomas (Deadmau5), 70 Zipcar, 3 Zollman, Jessica, 40, 41–43, 53, 70, 72–73, 97, 104 Zoufonoun, Amin, 58–59, 60, 61–62, 84–85 Zuckerberg, Mark, 27, 52, 106, 112, 148–49, 150, 213, 220–21, 262, 274, 276 in attempt to buy Twitter, 57 in attempts to buy Snapchat, 114–15, 116, 117, 122, 125, 183, 191, 200–202 better understanding of FB users as goal of, 221–22 and Cambridge Analytica scandal, 258 as committed to IG’s independence at FB, 54, 55, 63, 67, 95, 96, 106, 121 competitiveness of, 108, 148 credit for IG’s success taken by, 266–67 in decision to buy IG, 56–57; see also Facebook, Instagram acquired by dominance as goal of, 78, 109, 124 and fake news scandal at FB, 211–12, 225

“family of apps” bundled together by, 255–56, 267–68 FB support for IG shut down by, 268–69 and FTC investigation of FB’s IG acquisition, 76 Greek and Roman history interest of, 106 hoodie worn by, 2, 74 IG cannibalization of FB concern of, 223, 226, 227–28 at IG video launch, 111 Krieger’s meeting with, 60 Krieger’s relationship with, 252–53, 254–55, 256, 264 and Krieger’s resignation from IG, 272 in negotiations with Systrom, 57–58, 60–62, 73; see also Facebook, Instagram acquired by new year’s resolutions of, 221–22 personal security of, 107, 134, 222 problems anticipated by, 149, 214–15 rising tensions between Systrom and, 217, 252, 262, 267 similar background of Systrom and, 106–7 6,000 word manifesto of, 221 Spiegel and, 116–17, 200, 201–2 Systrom pressed to build IG’s business model by, 163–65, 167 Systrom’s 2005 meeting with, 1–3 Systrom’s relationship with, 7, 38, 55, 95, 104–5, 107–8, 216–17, 251, 252–53, 256, 264, 266–68, 269–70 and Systrom’s resignation from IG, 272 testimony to Congress by, 258–59, 262 understanding of teens as goal of, 116 and WhatsApp, 64, 125, 217, 256 see also Facebook Zuckerberg, Randi, 126–28, 130, 148 ZuckPri, 95 Zwift, 186

Simon & Schuster 1230 Avenue of the Americas New York, NY 10020 www.SimonandSchuster.com Copyright © 2020 by Sarah Frier All rights reserved, including the right to reproduce this book or portions thereof in any form whatsoever. For information, address Simon & Schuster Subsidiary Rights Department, 1230 Avenue of the Americas, New York, NY 10020. First Simon & Schuster hardcover edition April 2020 SIMON & SCHUSTER and colophon are registered trademarks of Simon & Schuster, Inc. For information about special discounts for bulk purchases, please contact Simon & Schuster Special Sales at 1-866-506-1949 or [email protected]. The Simon & Schuster Speakers Bureau can bring authors to your live event. For more information or to book an event, contact the Simon & Schuster Speakers Bureau at 1-866-248- 3049 or visit our website at www.simonspeakers.com. Interior design by Lewelin Polanco Jacket design by Pete Garceau Library of Congress Cataloging-in-Publication Data Names: Frier, Sarah, author. Title: No lter : the inside story of Instagram / Sarah Frier. Description: New York : Simon & Schuster, 2020. | Includes bibliographical references and index. | Summary: \"Award-winning reporter Sarah Frier reveals an inside, never-before-told, behind-the-scenes look at how Instagram de ed the odds to become one of the most culturally de ning apps of the decade\"-- Provided by publisher. Identi ers: LCCN 2019050814 | ISBN 9781982126803 (hardcover) | ISBN 9781982126810 (trade paperback) | ISBN 9781982126827 (ebook) Subjects: LCSH: Instagram (Firm) | Photography--Digital techniques. | Online social networks.

Classi cation: LCC TR267.5.I57 F75 2020 | DDC 770--dc23 LC record available at https://lccn.loc.gov/2019050814 ISBN 978-1-9821-2680-3 ISBN 978-1-9821-2682-7 (ebook)