We often read about how the founders of start-ups become rich and famous, but sometimes, users of new web services also find a way to benefit financially. Take Liz Eswein. Just a couple of years ago, she signed up to Instagram while a senior at New York University. Then she managed to turn that account into an Instagram-based business called The Mobile Media Lab, which has generated more than $1 million in revenue by helping brands use the service. The following is an edited interview with Ms. Eswein, who is now 25.
Q. How did you learn about Instagram?A. From you! I was sifting through my Twitter feed in 2011 and found an article that the @NYTimesBits Twitter account tweeted out and decided to sign up and try it out.
Q. What was the first thing you shared on Instagram?A. Bacon and eggs!
Q. Why did you pick the name @NewYorkCityA. I don't really know. I think it was more sort of a happy accident. I had always planned on just sharing photos that I was already taking of the city, and not so much personal photos. Somehow @newyorkcity was still available.
Q. How did this turn from a hobby into a business?A. When I was at N.Y.U., and started using Instagram, I got terribly sick with Lyme disease and was unable to sustain a regular 9-to-5 job. During this time my audience continued to grow and brands started reaching out, asking me to cover an event on Instagram. I had been in touch with two others from the Instagram community, Anthony Danielle and Brian DiFeo, and we decided to form a company to shape the way brands were working on Instagram. Being able to turn this into a business is something that I'm infinitely grateful for.
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