Instagram's Kevin Systrom has announced that Instagram has hit half a billion users, since its launch in 2010. Whilst being used on a daily basis by 300 million people, Systrom announced that the milestone, and its recent rise in adoption, is in part due to high-profile stars who have started accounts on the app. However, according to Systrom, with the increase in usership comes concerns regarding Instagram's identity. After the service was purchased by Facebook for 1 billion US dollars in 2012, users expressed concerns regarding change and the way adverts would increase on people's feeds. Users also complained about the company's recent logo change. Systrom responded to these concerns by saying “companies that make transitions like that are successful”, before reassuring users that the changes would only improve user experience.