Instagram was launched in 2010, with 25,000 people downloading the app on its first day. The service was bought by Facebook in 2012 for about $1bn (£677m), and has grown rapidly ever since.
There are now half a billion active users on the photo-sharing app Instagram, the company has said. More than 300 million people use it at least once a day, it added.
According to the company, an average of 95 million photos and videos are posted each day. Co-founder Kevin Systrom told the BBC its success was the result of “a lot of hard work”.
In its five and a half years, Instagram has rocketed past Twitter, thanks in part to its adoption by high-profile celebrities and sports stars.
Instagram’s biggest competitor for youthful eyeballs, Snapchat, is understood to have surpassed 100 million users.
Out went the nostalgia-tinged old camera icon, and in its place, a simpler rainbow-coloured replacement. It didn’t go down well. But then again, logo changes never do.
“Before we launched it, I knew that it would be a tough time for Instagram,” Mr Systrom disclosed.
“What separates companies that make transitions like that and they are successful and the ones that fail, are the ones that have resolve and do it for the right reasons.
“We wanted to create a mark that was universal. We did all these studies of companies and how their marks have evolved over time. “What you see is they go from complex to simpler and simpler and more iconic. We skipped a few steps, and we went straight to iconic.”