Instagram has been one of the fastest growing apps in the world over the past year, recently surpassing one billion users. Learn how Instagram thinks about user acquisition from the Product Manager who leads the team driving top-of-funnel growth. In this PRODUCTIZED talk, Lauren Vegter, Product Manager and Head of Acquisition team at Instagram, covers growth fundamentals, how to build tools to allow your user base to grow virally through invites and other mechanisms and, also, how to think about customizing your marketing messages for your audience.

1. TO A BILLION AND BEYOND:
LESSONS FROM INSTAGRAM’S GROWTH
Lauren Vegter
Product Manager of Acquisition, Instagram
TO A BILLION AND BEYOND:
LESSONS FROM INSTAGRAM’S GROWTH
Lauren Vegter
Product Manager of Acquisition, Instagram

2. @LAURENVEGTER
Lead User Acquisition
Responsible for top-of-funnel growth
1B+ Monthly Actives
Social VR @Oculus
Acquisition @Facebook
INSTAGRAM
PRE-INSTAGRAM

3. INSTAGRAM + FACEBOOK

4. • Jobs To Be Done → Great product
• Product market fit → Retention
• Understand, Identify, Execute → Remove barriers
• Virality, Placements, Conversion → Acquisition
GROWTH @INSTAGRAM

5. GROWTH STARTS WITH A GREAT PRODUCT

6. FOCUS ON PEOPLE

7. JOBS TO BE DONE

8. PRODUCT MARKET FIT

9. RETENTION INDICATES PRODUCT MARKET FIT
Your product must reach steady state retention before you grow it
=

10. REMOVE BARRIERS

11. GLOBAL AUDIENCE

12. 1. UNDERSTAND
2.IDENTIFY
3.EXECUTE

13. 1. UNDERSTAND
2.IDENTIFY
3.EXECUTE

14. 1. UNDERSTAND
2.IDENTIFY
3.EXECUTE

15. 1. UNDERSTAND
2.IDENTIFY
3.EXECUTE

16. 1. UNDERSTAND
2.IDENTIFY
3.EXECUTE

17. ACQUISITION

18. VIRALITY CONVERSIONPLACEMENTS

19. VIRALITY CONVERSIONPLACEMENTS

20. VIRALITY CONVERSIONPLACEMENTS

21. VIRALITY CONVERSIONPLACEMENTS

22. 1. Growth starts with a great product that solves a people problem
2. Know what your magic moment is and get people there as quickly as possible
3. Remove barriers to adoption
4. Advertise what you do well to acquire new users
RECAP

23. @LAURENVEGTER