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Whether it's an ad or organic content, video provides a new creative dimension for storytelling on 'Instagram'. Video lets people convey the power and beauty in a moment through sight, sound, and motion.

Instagram is a media company. I think we're about visual media.

'Instagram' doesn't exist in a vacuum. We're not a bunch of siloed individuals. It's a bunch of people coming together on topics, fashion, you know, youthful teens, creatives, photographers, foodies, everyone coming together and building a community around the things they love, communicating visually.

'Instagram' is a media company. I think we're about visual media. I explain ourselves as a disruptive entertainment platform that enables communication through visual media. I don't think it's just photos.

I wasn't a big fan of Instagram at first. I felt it was watering down the way music is perceived 'cause it made things seem more normal.

One of the earliest requested features was to do premium filters where a brand could sponsor a filter. It's just not in our wheelhouse. It doesn't feel 'Instagram'-my in the way that the high-quality brand ads do.

Instagram was initially launched as a community for artists and photographers.

I don't even know what Instagram is, All of this high-tech stuff is supposed to set us free and make life easier. To me, it makes it more difficult and demanding.

The thing about Instagram and fashion is that is has absolutely taken down the sense of the velvet rope and has pulled the curtain aside on the entire experience that used to be for a select 100 people in the world. Now it is there for millions of people to consume.

Video has become much more social, and as a result, there are many opportunities to use video as a way to connect people, to give them opportunities to play and participate, to make things together and have a shared social experience. I think we are just at the beginning of really exploring what social video is and what we can make of it.