In the darkness, he realized this wasn’t just an app for people to post pictures of their meals, but a potentially viable business. The hashtag system for organizing posts by topic made it almost like Twitter, but visual, so you could see what was going on with a particular event just by clicking. He also saw that even though the app had a mere 25 million registered users, compared to Facebook’s hundreds of millions, businesses were already using Instagram to post photos of their products, and their followers were actually interacting and commenting.
