Facebook purchased Instagram in 2012. It is a photo-sharing application. Facebook wanted to establish it as a platform for teenagers and youngsters. It reached 1billion users in 2018, but rival apps such as TikTok and Snapchat nibble the base of Instagram. Initially Instagram outperformed both TikTok and Snapchat, but a recent survey found that Snapchat is the most favoured app for teenagers, followed by TikTok and Instagram. The patronage is measured in terms of teentime spent. It has dipped for Instagram. The loss of teen foothold in the US is the loss of pipeline. Instagram has increased its marketing budget to target the teenagers. It aims to target early high school audience between 13-15 years of age.

Slippage in Instagram audience has consequences for Facebook. Facebook has aging user base. Instagram by capturing young users can replenish this Facebook user base.