kevin systrom: i was. i wouldn't say i was a jock. ily: when did you start becoming interested in technology? kevin: i remember when my dad got our first computer at home, and i played video games all the time. i learned you could create your own levels, and then i learned programming and took classes in school. i wanted to make my own games. i loved it. emily: more importantly, perhaps, photography. you got into photography at a young age. kevin: you couldn't find me without a camera in my hand. i loved taking photos. my family has a rich visual history now. i studied in florence in college and sat in the dark room there developing photos. that is where i learned about filtering. you could add these chemicals to the developing bath that would change the colors of the photos. i brought that along with me to instagram. emily: is that where you learned about square photos? emily: yes. yes. my photography teacher took my camera out of my hands and gave me a plastic camera that took square film format. and i learned to love it. it was just

kevin systrom turned down a job for mark zuckerberg in college, shared a desk with jack dorsey as ant would become twitter and in 2010, launched instagram as we know it. two years later, he reunited with zuckerberg and agreed to sell instagram to facebook for $1 billion. the company had 13 employees and 30 million users. today, over half a billion people on the planet use

gotten in trouble for doing that in the past, but when you look at zuckerberg's bench, he's got kevin systrom jan koom running whatsapp, david marcus, all of them ceos in their own right. doesn't snap have a big hill to climb here? >> yeah, i think they do have a big hill to climb in two ways. first, on product. i mean, i think snap is just one of the most inventive companies out there. they're creating sort of new ways to use social media, you know, better than anyone else. the problem for them is they're being copied, and then the ways that facebook is sort of copying them is often kind of extending what snap did and making it, you know, translating it well to the facebook and instagram and whatsapp audience in a way that really kind of undercuts with what snap is doing. you know, snap's user growth could suffer because of the product side of it. and then on the other side, i mean, facebook just has this huge lead in the digital ad business. and so, you know, it has all these contacts with the advertising industry to get those advertisers, you know, not exclusive. it's not like the advertis