To the modest success on the market of Burbn, Systrom reacts looking at the data: if people didn't use the app to check in, they weren't so shy when it came to sharing photographs of their lives. From this simple, essential truth was born the choice of dismantle the geolocation aspect and to focus exclusively on the structure linked to photo-sharing: a key word for Systrom, which synthesizes perfectly the two souls of Instagram, or the photographic one (which was missing on Facebook) and the social one (on which app like Hipstamatic were lacking). After Burbn, after months of experimentation, the app that we know today is more or less born.
If we need to find a moral to this story, Systrom suggests it: "Burbn was a false start. All the best companies have a predecessor. YouTube was a dating site. We must always evolve into something different ".