Instagramers: An Extraordinary and Unrepeatable Movement
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In October 2010, Instagram emerged as an innovative app for sharing square photos, after editing them with a dozen “vintage” filters and a touch of creativity. That same year, I fell in love with the app and everything it represented—one of the most incredible times of my life.
Shortly after, in January 2011, 20th, I decided to take a step that would forever change the way we interact on Instagram: I created this blog, inadvertently giving birth to an international movement—a community of Instagramers all around the globe. To avoid conflicts with Instagram’s trademark (and after having my account deleted for the first time), I decided to adopt the pseudonym IGers, short for IG+ers = Instagramers. What began as a space to locally bring together mobile photography enthusiasts quickly became a global network that connected millions of people, brought couples together, sparked hundreds of projects, “instababies,” and created a community unprecedented in the history of social media.
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The Birth of the Instagramers Movement
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The seed of this movement was planted in Spain, where I saw Instagram’s potential not just as a tool to share images but as a way to create real connections among people with similar interests. I also anticipated that Instagram would change the way we communicate, meet new people, conduct business, and promote brands. In January 2011, I created the first Instagramers account (@igers) to provide a space for interaction, learning, and motivation for platform users. Thanks to the invaluable help of Antonio Báez and Juan De La Cruz, my loyal colleagues (respectively my webmaster and designer), I was able to launch this first website that offered practical advices on how to use the app effectively.
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What later distinguished Instagramers from its inception was its inclusive and organic nature. I then sought to promote in-person gatherings, the first one held in Barcelona with Marta Alonso and in Madrid with Luison and Pilar de Leaniz. These gatherings, known as “instameets,” “photowalks,” or photographic meetups, were often a simple excuse to help users meet face-to-face and get to know one another. Back then, there were hardly any selfies, and people didn’t often take pictures of themselves. Meeting in person was a mix of enthusiasm and surprise. These gatherings created a sense of belonging to a unique community, fueling the exponential growth of the movement worldwide and leading to massive meetups.
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Global Expansion
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What began as a local initiative in Spain soon crossed borders. As Instagram’s popularity grew, so did the number of local Instagramers communities. I dedicated countless nights over the years, helping users who wanted to create their own regional and national accounts with the prefix “@igers” Accounts like @igersbcn, @igersmadrid, @igersalicante, @igersvalencia, @igersmodena, @igersitalia, @igersfrance, @igerslondon, @igersmanila, etc, and many more were born. Each was managed by passionate volunteers who shared a love for the nascent Instagram platform and a communal vision of the movement.
This expansion happened entirely organically. While, as a digital marketing director, I had industry support and encouragement, the communities themselves sprang up spontaneously, driven by users who wanted to replicate the model of interaction and connection in their own cities or countries. Within a few years, Instagramers became a global phenomenon, with a presence in more than 80 countries and millions of followers worldwide.
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Thousands of Iconic Events and Projects
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One of the key elements of Instagramers’ success was its ability to organize events that extended beyond the virtual world. Photographic meetups became a tradition, bringing thousands of users together in iconic locations to capture the world’s beauty from different perspectives. These activities not only fostered creativity but also friendship and cultural exchange.
In addition, the Instagramers community was a pioneer in collaborating with institutions and brands to create innovative projects around Instagram and other social networks. One of the most notable was the Instagramers Gallery, inaugurated in 2014 in collaboration with Fundación Telefónica in Madrid. This physical space, dedicated to mobile photography, became a hub for exhibitions, workshops, and meetings related to digital art. We also had an Instagramers Corner in Barcelona, a Pop-up Store in Miami for a time, and organized the largest photography exhibition in history with Instagramers Castilla La Mancha.
At the same time, the movement developed local and thematic projects under IGers accounts, promoting social, cultural, and environmental causes. From exhibitions highlighting cultural diversity to initiatives aimed at protecting the environment, Instagramers demonstrated that a social network could be much more than a platform for entertainment: it could be a tool for cultural, emotional, and global change. We also organized the first tourism promotion trips with Instagramers, long before the term “influencers” even existed. Special thanks go to the Catalan Tourism Agency and all the institutions worldwide that believed in our ideas. While I can’t list all the brands that supported us, I must highlight those that accompanied us for many years, such as Ferrovial, Iberdrola, and Fundación Telefónica in Spain. Globally, countless companies and institutions helped us live our dream and develop thousands of local projects. Thanks to all of them.
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Impact on the Global Community
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Over the years, Instagramers achieved something that few digital movements have: transforming a virtual platform into a real-world community. For millions of people, being part of Instagramers meant finding a space to express their creativity, learn from others, find a partner, or forge lasting friendships.
The movement also played a crucial role in shaping Instagram as a platform. Many practices that are now common on the network, such as photography challenges and thematic hashtags, were first promoted by Instagramers. In a way, the movement helped define Instagram’s culture and identity, even though the company rarely acknowledged it. However, we were highlighted by media, press, televisions worldwide.
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A Goodbye, or Just a See You Later?
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Today, January 20, 2025, marks the 14th anniversary of this website and the Instagramers movement. It’s impossible for me not to reflect on its legacy and the lessons learned. Instagramers not only connected thousands of people around the world but also left an indelible mark on my life, on the lives of thousands, perhaps millions of people, and on the history of social media. It was one of the rare testimonies to the power of passion and collaboration to transform the digital into something profoundly human.
It’s also a time to reconsider its future. With constant changes to the app, new trends, and evolving digital consumption habits, as well as the emergence of new platforms, Instagramers’ role has been relegated. Although the movement closes its final chapter here, its impact will endure in my heart and in the hearts of thousands of people through the anecdotes, cherished moments, friendships, and memories of those who were part of this invention.
One day I said: “Instagramers was born to unite, inspire, and celebrate life and creativity. If its farewell comes, it will do so as an example of what can be achieved when millions of seemingly disconnected people come together worldwide, united by the same passion, under the same banner.”
The story of Instagramers is one of love, connection, creativity, dedication, passion, and community. And while times may change, its essence will live on in every image, every memory, and every bond created and preserved through this extraordinary and unrepeatable movement.
I want to thank everyone who made this possible. You were all as necessary as you were important to this crazy project—you know it because you lived it with me. Groups will likely remain active worldwide for a long time to come. Passion knows no limits, but as for me, this blog needs to be bid farewell today with honors and with all my gratitude.
I’d like to give a special thanks to Marta Monedero and Luis Da Silva from Instagramers Spain for helping me steer the ship to this last port, this final stop, until our strength runs out. To Alberto, Lolo, Marilu, and Rosa from Instagramers Madrid, for always answering the call, even years later, to still gather the “elders” and nostalgics of that great era.
Thank you from the bottom of my heart, and see you soon!
Phil González
