One Boy Genius Too Many
Bloomberg Businessweek|April 13, 2020
Mark Zuckerberg promised Kevin Systrom that Instagram would remain independent from Facebook. That changed as Instagram started to outshine the mother ship A book excerpt by Sarah Frier
Sarah Frier
One Boy Genius Too Many

Over the past decade, Instagram has become an engine of commerce and cultural influence with few peers—aside from its parent company, Facebook Inc. Reporter Sarah Frier’s inside look at Instagram, based on interviews with hundreds of the companies’ leaders, current and former employees, competitors, and stars, traces the union of Facebook and Instagram and the disintegration of the relationship between their chief executive officers. Facebook said in a statement that it has committed significant resources to fuel Instagram’s development and that “Instagram’s success is Facebook’s success.”

THE INSTAGRAM EVENT didn’t feel very Facebook. On a San Francisco street dotted with homeless encampments, press and the quasi celebrities known as influencers entered a former music venue through an archway made of balloons. Attendees received raspberry-cream-filled cruffins—croissants shaped like muffins—along with espresso drinks and multiple kinds of green juice. Enclaves in the space were designed specifically for selfie- taking influencers flown in to hype the coming product announcement to their digital followers.

But the event proved to be a letdown, beset by technical difficulties. Someone misplaced the file for CEO Kevin Systrom’s presentation, so it had to be remade in a scramble while guests waited. During the delay, the corporate blog post announcing Instagram TV, a new standalone video app, went up as scheduled, ruining the surprise before Systrom arrived onstage. An hour after the event ended, his iPhone flashed. It was Chris Cox, the executive whom Facebook CEO Mark Zuckerberg had recently put in charge of all his com pany’s apps.

Denne historien er fra April 13, 2020-utgaven av Bloomberg Businessweek.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

Denne historien er fra April 13, 2020-utgaven av Bloomberg Businessweek.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

FLERE HISTORIER FRA BLOOMBERG BUSINESSWEEKSe alt
Instagram's Founders Say It's Time for a New Social App
Bloomberg Businessweek US

Instagram's Founders Say It's Time for a New Social App

The rise of AI and the fall of Twitter could create opportunities for upstarts

time-read
4 mins  |
March 13, 2023
Running in Circles
Bloomberg Businessweek US

Running in Circles

A subscription running shoe program aims to fight footwear waste

time-read
3 mins  |
March 20 - 27, 2023
What I Learned Working at a Hawaiien Mega-Resort
Bloomberg Businessweek US

What I Learned Working at a Hawaiien Mega-Resort

Nine wild secrets from the staff at Turtle Bay, who have to manage everyone from haughty honeymooners to go-go-dancing golfers.

time-read
10 mins  |
March 20 - 27, 2023
How Noma Will Blossom In Kyoto
Bloomberg Businessweek US

How Noma Will Blossom In Kyoto

The best restaurant in the world just began its second pop-up in Japan. Here's what's cooking

time-read
3 mins  |
March 20 - 27, 2023
The Last-Mover Problem
Bloomberg Businessweek US

The Last-Mover Problem

A startup called Sennder is trying to bring an extremely tech-resistant industry into the age of apps

time-read
10+ mins  |
March 20 - 27, 2023
Tick Tock, TikTok
Bloomberg Businessweek US

Tick Tock, TikTok

The US thinks the Chinese-owned social media app is a major national security risk. TikTok is running out of ways to avoid a ban

time-read
10+ mins  |
March 20 - 27, 2023
Cleaner Clothing Dye, Made From Bacteria
Bloomberg Businessweek US

Cleaner Clothing Dye, Made From Bacteria

A UK company produces colors with less water than conventional methods and no toxic chemicals

time-read
3 mins  |
March 20 - 27, 2023
Pumping Heat in Hamburg
Bloomberg Businessweek US

Pumping Heat in Hamburg

The German port city plans to store hot water underground and bring it up to heat homes in the winter

time-read
3 mins  |
March 20 - 27, 2023
Sustainability: Calamari's Climate Edge
Bloomberg Businessweek US

Sustainability: Calamari's Climate Edge

Squid's ability to flourish in warmer waters makes it fitting for a diet for the changing environment

time-read
4 mins  |
March 20 - 27, 2023
New Money, New Problems
Bloomberg Businessweek US

New Money, New Problems

In Naples, an influx of wealthy is displacing out-of-towners lower-income workers

time-read
4 mins  |
March 20 - 27, 2023