Brands, musicians, and public figures were among the first to embrace video on 'Instagram', and we've been impressed with how brands have extended their reach with video ads.

Photos were seen as the most private type of content, and 'Instagram' really flipped that on its head and said photos can be really public.

In the past, people have looked at photos as a record of memory. The focus has been on the past tense. With Instagram, the focus is on the present tense.

Chobani did a really wonderful yogurt campaign on 'Instagram' to shift perceptions away from the fact that they were just yogurt. And they had a 7-point incremental lift on shifting that perception through a brand advertisement on Instagram.

Instagram was created because there was no single place dedicated to giving your mobile photos a place to live and to be seen.

There are fun parts of running a startup and not so fun parts, and Facebook handles the not so fun parts, like infrastructure, spam, sales. The real questions are, how big can 'Instagram' get? Is it 400 million, or bigger? Can it be a viable business if it is that big? These are at the top of the list for everyone in Silicon Valley.