While Facebook is more popular with older users, Instagram is more oriented to younger kids and adults.  Back in 2012, Facebook bought the firm for $1 billion and it is now estimated to be worth $100 billion


In 2012, Facebook bought the 13-person photo-sharing app Instagram. Six years later, it seems safe to say it was the company’s smartest purchase ever, with the app now estimated to be worth $100 billion.

It’s a staggering 100-fold return on the original $1 billion purchase, especially considering its next high-profile social media acquisition, WhatsApp, cost Facebook $19 billion in 2014. (The VR company Oculus also cost Facebook twice as much as Instagram.)

The new price tag comes from a Bloomberg Intelligence report shared with Quartz. Its author, analyst Jitendra Waral, also estimates that Instagram should reach 2 billion users—catching up to Facebook itself—in the next five years. Instagram recently announced it reached 1 billion monthly users.