Startup Diaries: I am the David, Instagram is the Goliath.

Luke Urban
6 min readDec 5, 2022
Photo by Florian Klauer on Unsplash

I am scared. It feels like I am facing the biggest, overpowered opponent with no hope of winning.

No one probably needs an explanation of what a photo-sharing platform looks like — You all know Instagram. My startup is a photo-sharing app… just like Instagram — but better(?).

But why am I creating another one and WHY my startup is better than “THE GRAM”? Let me explain.

Instagram is too big.

Shouldn't it be the other way around? The bigger the company the better it can help creators? Well… no. Meta owns Facebook and has upper management that treats IG like a business, not a platform for creators.

That’s why we see the shift that Instagram is making into a video-sharing app — just like TikTok. The company stopped prioritizing users' needs a long time ago and instead started to focus on the business agenda.

It wouldn't happen if the company took the example from Patagonia and stopped its growth to keep the integrity of the company and what it stands for.

Long story short. Instagram had detached from its roots a little too much and became too big a corporation to sustain the initial promise of being a photo-sharing platform.

Dropping photography

The average human attention span in 2000 was 12 seconds. From 2013 onward this time shrunk to only… 8 seconds. That ONE second is less than an attention span of a goldfish.

We’ve come to a point where everyone: creators, and companies are fighting to grab a piece of that precious 8-second pie.

Photo by sheri silver on Unsplash

Having all that in mind it’s not surprising that everyone is dropping photography for vivid, engaging videos.



Luke Urban

Building tech startups in public🔨Trying to portray technology a little differently. Emphasis on trying…I publish tech/startup/programming videos on YouTube🔴