Platforms like Instagram, YouTube, and Vine are creating a new ecosystem of technologies, producers, and influencers as brands search for new ways to create content. Learn how this ecosystem is taking shape, the leaders, and the hot spaces to watch.

1. The Instagram Technology Ecosystem
Aly Gillani | RBC Capital Markets | December 2014

2. | 2Introduction
ALYG
Aly Gillani
Biography
Actively Following
Vice President
RBC Capital Markets
35+
Number of Countries Visited
7+ Years of Experience
Communications, Media, and Entertainment
Broad Technology Coverage
Ranging from Hootsuite to Celestica
53 273

3. | 3Today’s Agenda
Instagram’s Incredible Journey
Q & A
Predictions for the Future
Instagram’s Rapidly Evolving
Ecosystem

4. | 4
1.2B+
messages / day
11M+
matches / day
20B+
photo shares
30B+
total pins
3
6
9
12
15
'05 '06 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16
Zetabytes(ZB)
50B+
messages / day
>4ZB
(+50% Y/Y)
13ZB
(+40% Y/Y)
Macro Trends Driving Innovation and New Internet Leadership
“SoLoMo” Growth of Digital Universe (1)
(1) 1 petabyte = 1MM gigabytes; 1 zetabyte = 1MM petabytes
2/3 of today’s content is consumed / created by
consumers (Video Watching, Social Media
Usage, Image Sharing etc.)
Consumers care about getting nearby info on
demand, wherever they might be located

5. | 5
Jan 2011
1M
Jan 2012
~10M
Jan 2013
~100M
~200M
Jan 2014
20+ Billion
Total Photos Shared
1.6+ Billion
Likes per Day
$1+ Billion
Acquisition Price by Facebook
75+ Million
Daily Average Users
60+ Million
Photos Shared per Day
13%+
Internet User Penetration
Instagram: A Silicon Valley Fairy Tale
Explosive Growth in Monthly Active Users
Amazing Instagram Statistics
~300M
Jan 2015E

6. | 6A Powerful Platform for Celebrities & Brands…
Top 10 Celebrities (1) Top 10 Brands (1)
Name Followers
Justin Bieber 12,389,220
Kim Kardashian 12,108,550
Rihanna 10,960,798
Beyonce 8,872,333
Ariana Grande 8,393,735
Miley Cyrus 8,155,288
Kendall Jenner 8,112,323
Taylor Swift 7,412,308
Khloe Kardashian 7,410,566
Kylie Jenner 6,932,381
Name Followers
National Geo. 9,284,462
Nike 8,182,675
9GAG 7,788,665
The Ellen Show 7,248,815
Victoria’s Secret 6,481,173
Forever 21 5,402,717
H&M 4,378,497
NBA 4,099,931
GoPro 3,551,279
Starbucks 3,497,664
(1) As of November 2014

7. | 7
2.2M followers4.5M followers
 Emerged as a social media celebrity for postings
documenting a lifestyle of yachts, cars and clubs
 Antics have helped him attract millions of
followers
 Recently profiled in Wall Street Journal
 Monetizing Instagram through product placement
and sponsorships
 Known for strolling the streets, taking people’s
pictures and interviewing them about their lives
 Posts the portraits and captions on the Humans of
New York blog, on Instagram and on Facebook
 Profiled in New York Times, Time, Huffington Post
 Documenting street life near dangerous areas
and war zones on a 50-day UN-sponsored tour
 Using Instagram to promote books / brand
...and Individuals
Case Study: Dan Bilzerian Case Study: Humans of New York

8. | 8Instagram Adoption is Helping to Spawn a New Ecosystem
$12.4 million raised
Emerging Business Models Recent Financings
$11.2 million raised
$29 million raised

9. | 9
0
60
120
180
240
300
360
420
480
540
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
May-12 Sep-12 Jan-13 May-13 Sep-13 Jan-14 May-14 Sep-14 Volume(MM))
SharePrice(US$)
Facebook’s Million Dollar Question: Monetizing Instagram
Trading Performance – IPO to present Still Several Growth Levers to Pull (1)
 Successful shift from desktop to mobile
 Continued user adoption / engagement
 Attractive financial profile (top line growth and
margins)
 Best in class executive leadership
Monetizing Instagram
Key Factors Driving Recent Performance
 ~300M MAUs by end of 2014 and ~350MM-410M
MAUs by end of 2015
 ARPMAU(2) at a range to drive potential revenue of
$1.3BN - $2.1BN of incremental revenue in 2015
Autoplay Video Ads
 Most recent example: ALS Ice Bucket Challenge
 Potential for $700M - $2.0BN incremental 2015
revenue
Facebook Audience Network (FAN)
 Enables marketers to target mobile app user
audience away from Facebook’s own site
 Potential for $300M - $400M of 2015 revenue
(1) RBC Capital Markets Estimates. (2) Ad revenue per monthly average user
Monetizing WhatsApp
 600M MAUs – 100% YoY growth
 Potential for $400M - $500M incremental 2015
revenue
1
2
3
4

10. | 10But How Will the Instagram Ecosystem Participate?
 Facebook Ads: App ads,
Domain ads, Event ads,
Mobile app ads, etc.
 Sponsored Stories: Page
post, page/place, Event
RSVP, App, Game Played,
etc.
 Other: Revenue Share,
Retargeting, Data, etc.
 Revenue Share: 30% split w/
App Developers (i.e. – Zynga)
 Display Advertising:
Standard Banner Ads, In-
Video Overlay Ads
 In-Stream Advertising:
Pre-roll, In-Slate
 Other: Data (Targeting),
Retargeting, Channels
 Revenue Share: 45% split
w/ Creators (i.e. – Maker
Studios)
 Display Advertising:
Promoted Pins
 Other: Affiliate, Data
(Targeting)
Evaluating Current Advertising Models of Other Social Platforms

11. Q&A