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�Deeply reported and beautifully written� �Nick Bilton, Vanity Fair reporter Award-winning reporter Sarah Frier reveals the never-before-told story of how Instagram became the most culturally defining app of the decade. In 2010, Kevin Systrom and Mike Krieger released a photo-sharing app called Instagram, with one simple but irresistible feature: it would make anything you captured through your phone look more beautiful. The cofounders started to cultivate a community of photographers and artisans around the app, but it quickly went mainstream. In less than two years, it caught Facebook�s attention: Mark Zuckerberg bought the company for a historic $1 billion when Instagram was just 13 employees. That might have been the end of a classic success story. But the cofounders stayed on, trying to maintain Instagram�s beauty, brand, and cachet, considering their app a separate company within the social networking giant. They urged their employees to make changes only when necessary, resisting Facebook�s grow-at-all-costs philosophy in favor of a strategy that highlighted creativity and celebrity. Just as Instagram was about to reach 1 billion users, Facebook�s CEO Mark Zuckerberg�once supportive of the founders� autonomy�began to feel threatened by Instagram�s success. At its heart, No Filter is a human story, as Sarah Frier uncovers how the company�s decisions have fundamentally changed how we interact with the world around us. Frier draws on unprecedented exclusive access�from the founders of Instagram, as well as employees, executives, and competitors; Anna Wintour of Vogue; Kris Jenner of the Kardashian-Jenner empire; and a plethora of influencers, from fashionistas with millions of followers to owners of famous dogs worldwide�to show how Instagram has fundamentally changed the way we shop, eat, travel, and communicate, all while fighting to preserve the values which contributed to the company�s success. No Filter examines how Instagram�s dominance acts as lens into our society today, highlighting our fraught relationship with technology, our desire for perfection, and the battle within tech for its most valuable commodity: our attention.