Instagram is winning because of the photo-centric community it has built. Instagram created its own medium — a photo stream — that’s easily digestible while exerting minimal brain power. Facebook began with words, and with wall posts, and later evolved to include images. Instagram, on the other hand, was born of a world where people carry smartphones with decent cameras every day and use them to tell stories to friends. Instagram’s success is about a new way to show what you’re up to. It’s about creating a photographic timeline of your life you can flip through as easily as thumbing through a child’s picture book. The filters are just gravy.