No Filter: The Inside Story of Instagram by Sarah FrierMy rating: 5 of 5 stars
Hooter: A look into the journey of Instagram as a business till the exit of the original founders.
Having won multiple awards for her "no filter" look into Instagram and its journey and the constant friction of being a company within a company after the acquisition in 2010, Sarah does a brilliant job at presenting a narrative of the evolution of Instagram as it dealt with challenges within and outside the organisation whilst trying to stay close to its guiding principles of curating beautiful perspectives and expressions of the average user. Having used instagram since 2013, I could relate with the evolution of the features and the driving forces around them - both from a data driven Facebook and radical Snap and other smaller players.
The focus of community over technology has served them strong which is now a practice lot of other technology companies have picked up on since then. Trying to marry art and technology in its initial phases played out with the filters being their mainstay but as camera phones improved, the community came to the fore.
Easily adaptable for a movie script, she captures the people behind Instagram being the centre piece of online expression today along with the challenges of revenue making engine without offsetting their user base and dealing with other challenges that the parent firm had faced.
Instagram leadership sat at a unique position to leverage from the mistakes of Facebook and be too successful for its own parent leading to cutting down off resources due to cannibalisation of the parent company's userbase.
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