One notable example of a business that started by targeting a different consumer demographic than it eventually sold to is Instagram.
When Instagram was first launched in 2010 by Kevin Systrom and Mike Krieger, it was primarily designed as a mobile app for sharing photos with friends and family. The initial target audience was smartphone users who enjoyed taking and sharing photos with filters and basic editing features.
However, over time, Instagram's user base evolved beyond its original target demographic. As the platform gained popularity, it attracted a wide range of users, including celebrities, influencers, brands, businesses, and media organizations. Instagram became known as a visual-centric social media platform where users could share photos and videos to connect with audiences, showcase their creativity, and build a personal or professional brand.
Recognizing the growing potential of Instagram as a marketing and advertising platform, Facebook acquired the company in 2012 for approximately $1 billion. Under Facebook's ownership, Instagram continued to expand its features, functionality, and user base, becoming one of the world's largest and most influential social media platforms.
Today, Instagram has over a billion active users worldwide and has become a powerful marketing and advertising tool for businesses of all sizes, from small startups to multinational corporations. Brands leverage Instagram's visual storytelling capabilities, engagement tools, and advertising options to reach and engage with their target audiences, drive traffic to their websites, and promote products and services.
So, while Instagram initially targeted individual smartphone users interested in sharing photos with friends and family, it ultimately evolved into a platform used by businesses and marketers to connect with consumers, build brand awareness, and drive sales. This transformation highlights the importance of adapting to changing consumer behaviors, market trends, and business opportunities to achieve long-term success.