Diffusion of Innovations // Blog 8

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A Marketer Looks at Climate Change - Part 1: Diffusion of Innovation — Reinventing Green Building -- Jerry Yudelson, "The Godfather of Green" 

Diffusion of Innovation Theory is how an innovation spreads through a population. I will be focusing this post about the diffusion of Instagram and how it has slowly became one of the most popular apps today. In my previous post (blog 6) I talked about the start of instagram and the story of how it was created. Slowly but surly, the app gained popularity and as it became more popular it added new features for new users. Even though instagram has minted its same simple element, it somehow continues to grow and reach new people every day. 

In 2009, Kevin Systrom, the creator of instagram started creating the app called Burbn. It was still in age experimental stage. Systrom created the prototype that mainly focused on photo sharing. Then in 2010 he maintained some venture capital funding to get the app up and running. During this time he obtained a partner and together they worked to release the app. The same year, Instagram was released and had it first pioneers of the app. Instagram had 25,000 pioneers that were the first people to start using and loving instagram. 

Then, in 2011 instagram Instagram had raised over $7 million in funding. The early adopters began using the app during this time and made it apparent that this app needed to be made available for more people. This is when the uptake of instagram began and has over 27 million users. By 2012 Instagram had now reached the early majority. The app was made available for android users and moved on to be dowloaded a million times in one day. 2012 was the turning point for instagram when facebook purchased the app for $1 billion cash in stock. It was important to instagram that they kept the app small, and that it kept its same simple user features. 

In 2015 Instagram had over 400 million users and by this time the late majority was on and using Instagram. The app had reached maturation and had most of the key features that its kept since being released. New key features included video sharing, tagging your location, hashtags, stories and direct messages. Although these new features were added, people still loved how simple the app was and how user friendly it stayed. 

Now in present 2020, Instagram has 111.2 million users and is projected to grow to 117.2 million users by 2021. If you still haven't got on the Instagram bandwagon, or just created an account recently, you are in the laggard phase, waiting this long to create your account. Many people choose not to create social media accounts due to personal reasons such as safety or privacy. Another factor could be age, children don't make accounts and elderly people don't know how to make an account/ don't feel like need to make one. 

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