The Adjacent User Theory

(Andrew Chen)

"When I joined Instagram in 2016, the product had over 400 million users, but the growth rate had slowed. We were growing linearly, not exponentially. For many products that would be viewed as an amazing success, but for a viral social product like Instagram, linear growth doesn’t cut it. My job was to help the team accelerate and get back to exponential growth. Over the next 3 years, the growth team and I discovered why Instagram had slowed, developed a methodology to diagnose our issues, and solved a series of problems that reignited growth and helped us get to over a billion users by the time I left."" (Bangaly Kaba, Andrew Chen)