
Webpack at Instagram, and the Rise of Next.js
A Tale of Two Frontend Revolutions (with Pete Hunt)
Webpack at Instagram vs. the Rise of Next.js: A Tale of Two Frontend Revolutions (with Pete Hunt)
In 2015, one of the most influential frontend talks came from Pete Hunt, then an engineering manager at Instagram, who spoke publicly about how Instagram had integrated Webpack into its rapidly growing React-driven codebase. His explanation helped accelerate Webpack adoption throughout the industry.
At the same time, the philosophy Pete promoted—modularity, code-splitting, developer velocity, and maintainability—helped create fertile ground for what soon became Next.js at Vercel. The two histories overlap in striking ways, even though one was born inside Big Tech and the other emerged from the open-source world.
Who Is Pete Hunt, and Why His Perspective Mattered
Pete Hunt is a well-known engineer from the early React ecosystem. While working at Instagram and Facebook, he was an early React contributor and an advocate for modern frontend patterns. He later founded startups and led engineering teams, bringing both hands-on engineering skill and architectural judgment to large-scale UI problems.
His background includes:
- Early React contributor and evangelist.
- Engineering manager at Instagram, guiding frontend architecture.
- Startup founder (Smyte) and later engineering leadership roles.
- Public educator and speaker on React, build systems, and scalable architecture.
Hunt’s public talks (and posts) mattered because they translated internal, high-scale engineering lessons into practical guidance the community could adopt.
Why Instagram Adopted Webpack Under Pete Hunt’s Leadership
Instagram’s frontend in 2014–2015 was evolving rapidly:
- React adoption was accelerating.
- JS bundles were exploding in complexity.
- Multiple teams needed to build side-by-side without collisions.
- Performance targets required aggressive optimization.
Webpack offered the paradigms Instagram needed:
- Explicit module graph — eliminating the guesswork of script ordering.
- Code splitting — loading only what was needed per route or feature.
- — critical for developer velocity.


