One thing I noticed with my teenage sister is that when she wants to take a photo, she doesn’t open the camera app on her iPhone. She opens Snapchat.
Even if she won’t post the picture, she snaps it with Snapchat and saves it to the phone memory.
This isn’t the case with Instagram where the default when you open the app is content consumption.
This gave me an eureka moment on what it means to truly be “a camera company”.