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Name stories · Instagram · 2010

Instagram started life as a check-in app named after bourbon

Kevin Systrom's first app was Burbn, a check-in app named after his favorite spirit and spelled the way startups dropped vowels. Its users mostly shared photos, so he and Mike Krieger cut everything else and renamed it Instagram, from "instant camera" and "telegram". 25,000 people signed up on the first day, and Facebook bought it for $1 billion in 2012.

When the product changes, let the name change with it.

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