Instagram is a social networking application that allows users to share pictures and videos with their followers. It was created by Kevin Systom and Mike Krieger back in 2010 as a free mobile app exclusively for the iOS operating system, but has now evolved into a multi-platform social network. Not only has Instagram become a place to share the highlights of life with friends and family, but it has also become an essential marketing tool for businesses to connect with customers in the real world. Of the top 10 most-followed users on the platform, five are musicians. In 2016, Instagram extended its video-sharing functionality to allow for 60-second clips and added its Snapchat-inspired Instagram Stories, giving artists even more ways to broadcast behind-the-scenes moments and share their music with fans. Since its debut, Instagram has steadily grown to one of the top social media platforms with over 800 million active users. It is also considered one of the best social platforms for customer engagement due to rising popularity of visual marketing.