The Rich Kids of Instagram phenomenon began with an anonymous 2012 Tumblr account.

Evidence

The phrase “RKOI” debuted and was popularized in July 2012 after an anonymous blogger started the Tumblr account richkidsofinstagram.tumblr.com – later migrating to therkoi.com – to repost Instagram photographs and their original captions from young wealthy users dubbed “the 1%.” These RKOI images were easily searchable as users usually hashtagged their posts with consciously exclusive keywords such as “#wealth,” “#mansion,” and “#yacht”. The anonymous blogger later launched a companion Instagram account @rkoi to cross-post images from its Tumblr, with an account biography that succinctly informs viewers that the images depict what the RKOI, who have more money than the average person, do in their private lives. At the time of writing, the account has over 417,000 followers69 and has been headlined and featured in hundreds of news articles around the world. — Crystal Abidin, Internet Celebrity, 105

Categorization

• DEFINE: Establishes the RKOI acronym and its origin story for a foundational survey.