In the Meta case study we unravel how the acquisition of Instagram was successful. For the trifle of US$ 1 billion, the movement went far beyond an M&A strategy to swallow a competitor that was on the rise. Mark Zuckerberg came to have in his domains, at the time, the main force of what people consumed in the palm of their hands. According to a graph prepared by Statista, in 2010, only 504.52 million people had access to smartphones globally. In 2012, the year Instagram was acquired, that number had already doubled, reaching 1 billion.
In the following year 2013 the growth was almost proportional to those two years previously analyzed. Smartphone users around the world between 2010 and projected by 2025. (Credit: Statista) Smartphone users around the world Email Data between 2010 and projected by 2025. (Credit: Statista) Instagram matures precisely at the moment when mobile begins to emerge as an imperative of human routine. A decade later, in 2022, the number of people who own a smartphone is around 6.7 billion, equivalent to 83.07% of the world’s population, a number much higher than initially projected by Statista.
The social network masterfully knew how to remain relevant and adapt its functionalities for a whole decade, proportional to a century in digital. It grew along with the standardization of the “ pocket internet” . It became an indispensable application, from the moment it configured its rules to be a great virtual showcase, until now, a context in which its algorithm favors short videos. No wonder, it went through the COVID-19 pandemic, attracting even more attention from the public and brands, who found the platform, more than ever, a meeting point.