The Age of Secondary Is Being Okay for Founders

We enter the wayback machine and revisit the subject of Acquired’s second ever episode, Facebook’s bombshell 2012 acquisition of Instagram — this time with the help of then-Facebook executive Emily White, who moved over post-acquisition to become Instagram’s first business head. Together with Kevin and Mike, Emily helped build Instagram's business model, which today accounts for nearly 1/4 of all of Facebook’s revenue. Is this still Acquired’s canonical A+ with an extra 3.5 years of hindsight? Spoiler alert: yes.

Sponsors:

WorkOS: https://bit.ly/workos25
Sentry: https://bit.ly/acquiredsentry
ServiceNow: https://bit.ly/acquiredsn

More Acquired!:

• Get email updates with hints on next episode and follow-ups from recent episodes
• Join the Slack
• Subscribe to ACQ2
• Merch Store!

© Copyright 2015-2025 ACQ, LLC

• Ben: Sam Harris on the Joe Rogan Experience: https://www.youtube.com/watch?v=RJ5_hAEsLkU
• David: Boom Town by Sam Anderson:  https://www.amazon.com/Boom-Town-Fantastical-Basketball-World-class-ebook/dp/B077RHYC4G