RJ Metrics analyzed data from Instagram’s APIs and concluded that 65 percent of users were not yet following other people on the network. Instead, the engagement was oriented completely around photo editing, noting that “Instagram’s 2.2 million users upload 3.6 million new photos per week (or 6 photos per second).”38 In other words, Instagram was being used first as a tool—a free Hipstamatic with a better design. The network would come later.
