Instagram was created in 2010 by Kevin Systrom and Mike Krieger and was later acquired by Facebook. It allows users to take photos, apply filters to them, and share them on various social networking services. The photo sharing platform gained popularity quickly, reaching over 100 million registered users by 2013. Many celebrities joined and amassed large followings, with some having over 1 million followers. Instagram also saw rapid growth in user numbers, adding 10 million new users within 10 days as it reached a total user count of 40 million compared to Facebook's 1 billion users.