Instagram iPhone Photo App Developing a Following: Brands Take Notice

By Dennis Kuba
September 16, 2011

Instagram, an iPhone-only photo app, has become a darling of the fashion world.
Started only 11 months ago, Instagram already has nine million users who take photos on their iPhone and apply effects from 15 filters. They can then share their photos in a stream.
Some professional photographers feel the app is “cheapening the art,” but the results can be quite striking and have already been used in magazines.
Kevin Systrom, chief executive and co-founder of Instagram, says the company is not yet profitable. However, the app is starting to draw attention outside the realm of amateur photo enthusiasts and social networkers.
“The top request Instagram gets from corporate users is for custom filters,” reports The Wall Street Journal. “Brands want to create filters specific to their own aesthetic, so that Instagram users can echo a brand’s look — seeing the world as designer Kate Spade does, or Vanity Fair magazine. Mr. Systrom says the company has had other priorities but hinted new filters are coming soon.”

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