When Apple launched its Instagram account, rather than posting shots of products, it dedicated the account to iPhone photography around the world. It’s about art, not ads. @apple not only celebrates the perspectives of everyday iPhone photographers, it also inspires people to test their creative potential with the camera they already have in their pockets. Through creative Community Briefs—such as #TheWeightlessSeries, #TheCitySeries, and #TheLightSeries—@apple regularly challenges its followers to go out, take pictures, and post their favorites using #ShotoniPhone. @apple engages its community not just online, but in the real world. In the six months since the launch, @apple has grown to a community of 3.6 million people, #ShotoniPhone usage has tripled, and the account has maintained at least double the engagement rate of other leading brands—all proof that @apple is growing and inspiring an active, global creative community open to anyone with an iPhone.