How Instagram Became the Center of the Universe

**Colin** (0:00)
The Colin and Samir Show is supported by Shopify. So if you use Shopify to run your online business, they just launched a really cool new feature called Sidekick. Sidekick is an AI business partner. It's like having an extremely knowledgeable co-founder that you can just chat with at any point. You can ask it a ton of questions about what's going on with your store, whether that's sales, traffic, abandoned cart data. You can also ask it for help on actually making the store better. If you already use Shopify to run your business, then the Sidekick icon is right next to the notifications button in your dashboard. And if you have an idea and you want to launch a business, there's truly never been a better time to be an entrepreneur than right now. So if you want to check out Shopify, you can get a free trial at shopify.com/colin and Samir. And you can have a conversation with Sidekick.

**Samir** (0:42)
For the past 15 years, we've spent almost every day thinking about our next YouTube upload. But for the first time this week, we've been focused on Instagram.

**Colin** (0:52)
Now, this is largely because we're fresh off our appearance with what could be considered the platform's biggest show. Subway takes with Kareem Rama. And if you haven't seen it yet, we'll play a bit of Colin's episode.

**Samir** (1:03)
So what's your take? When two men approach each other for a handshake, there are far too many options for what that handshake could be. It's confusing. We need to consolidate and get on the same page. 100% agree. Wow. Unbelievable. And yet we agreed on some sort of weird handshake there.

**Adam Masseri** (1:17)
You thought this was weird.

**Samir** (1:19)
I felt strange. It made me uncomfortable. Just have to say, I think I've opened up a can of worms here because I can tell as people come up to me now, they're extra nervous.

**Colin** (1:28)
Yeah, I watched it.

**Samir** (1:29)
Which has made me more nervous.

**Colin** (1:31)
Yeah, I watched it happen.

**Samir** (1:31)
I'm not sure I should have given that take.

**Colin** (1:34)
So if you're unfamiliar with this show, this is a show where Kareem interviews people on the subway and they give their takes. And he interviews everyday people, he interviews people like us, he interviews people like Woody Harrelson, Austin Butler.

**Samir** (1:45)
Zoe Kravitz.

**Colin** (1:47)
The list goes on. This is a daily show. And the reason this has interested us so much is because we're podcasters. But Kareem's Show Subway Takes is the number three podcast in the US. And that show is built for Instagram. So this has really opened our eyes to all of Instagram. And recognizing that a lot of breakout creators and breakout formats are stemming from Instagram.

**Samir** (2:11)
And the more we dug into it, the more we spoke to some of our creator friends, it seems like all of them are really turning their heads towards Instagram. So on this episode, we talk about how and why Instagram has become a place for creative experimentation, for cultural relevance, and for real revenue. Basically, how did Instagram become, according to us, the center of the universe?

**Colin** (2:39)
Okay, can we start this conversation in the Screen Time app?

**Samir** (2:43)
Ooh, I'd rather not, but.

**Colin** (2:44)
Let's do it.

**Samir** (2:45)
Yeah.

**Colin** (2:45)
Let's open up Screen Time right now. All right, I'm going into apps most used by the week. All right, let's talk. What's number one?

**Samir** (2:55)
Samir, I move way slower through my phone, so like, give me a second.

**Colin** (2:58)
Are you being serious?

**Samir** (2:59)
Yeah, I'm like, I know I'm only 36, but I operate like a 68 year old. Okay. Screen Time.

**Colin** (3:05)
Are you being real?

**Samir** (3:06)
Just give me a moment.

**Colin** (3:07)
Screen Time and then apps?

**Samir** (3:09)
See all apps and website activity.

**Colin** (3:10)
Oh my god, dude. We can't even include this.

**Samir** (3:14)
It's crazy. And then scroll down to Instagram?

**Colin** (3:16)
No, and then go to last week. Let's just switch. I'm going to give you my phone. I'm going to take your phone. Look at my screen time.

**Samir** (3:25)
Oh my gosh, Samir.

**Colin** (3:27)
Read it out loud. What's number one?

**Samir** (3:29)
Instagram, number one, 12 hours, 13 minutes.

**Colin** (3:33)
I spent 12 hours and 13 minutes on Instagram last week.

**Samir** (3:36)
Hold on. Wait a minute. So how much would that be across an entire lifetime? I'm going to look it up right now.

**Colin** (3:41)
Wait, what do you mean?

**Samir** (3:42)