From Burbn to Billion-Dollar Brand: The Naming Evolution of Instagram

How a Strategic Rebrand and the Right Name Changed the Future of Social Media

Before becoming a global sensation, Instagram started as an entirely different concept called Burbn. Created by Kevin Systrom and Mike Krieger in San Francisco, the original app focused on location check-ins and social plans, similar to Foursquare. However, the founders quickly noticed that users were more interested in sharing photos than checking in at places. This insight led to a complete transformation of the app’s purpose and identity.

The platform was rebranded as Instagram in October 2010, combining the ideas of “instant camera” and “telegram.” The new name perfectly reflected fast photo sharing and simple communication. Within two months, the app reached one million users. In 2012, Facebook (now Meta Platforms, Inc.) acquired Instagram for approximately $1 billion, solidifying its place in tech history.

Key Lessons from Instagram’s Naming Journey

• Focus on user behavior: The shift from Burbn to Instagram happened because photo sharing was the most loved feature.

• Choose a meaningful name: The name clearly communicated the app’s core function.

• Keep it simple and memorable: Short, catchy names are easier to recall.

• Rebranding can drive growth: A well-timed pivot can transform a struggling idea into a global success.

Today, entrepreneurs use tools like a name combiner, business name generator, and brand name generator to craft powerful identities. Instagram’s journey proves that the right name, paired with the right strategy, can change everything.