While the fortunes of other platforms ebb and flow, Instagram continues its charmed trajectory to ever new heights, with no signs of slowing. 

Of course it doesn't hurt to have Facebook in your corner, but nonetheless users can't seem to get enough of the photo-sharing phenomenon that is Instagram.

Here's a look beneath the filters.

Image-conscious

Late last year Instagram sailed past Twitter in terms of users.

There are now over 300 million Instagrammers, compared with 274 million tweeters.

Of these, 75 million use Instagram daily, and 70% reside outside the US.

Photo finish

Over a typical day Instagram sees 70 million photos uploaded, which in turn generate 2.5 billion Likes.

Since launching in 2010 over 30 billion photos have been shared on Instagram.

Teenage fan club

While the likes of Tumblr and Snapchat remain firm teen favourites, Instagram isn't far behind.

One third of US teens rate Instagram is their preferred social platform, while 41% of Instagrammers are aged between 14 – 24 years.

In terms of gender, Instagram users are evenly split.

Brands

Instagram is increasingly becoming a playground for brands, through features like verified badges and video ads.

The five most popular brands on Instagram are Nike, Adidas Originals, Starbucks, TopShop, and GoPro.