When Instagram launched, it offered filters that people could use to make their photos – and by extension, their lives – look more appealing. But there was another problem he hoped to solve: back then, phone cameras were shoddy and took unattractive pictures. “He wants everything to be at a level of quality because he believes in that quality.” Systrom turned Burbn into Instagram when he realised there was a gap in the market for an app that helped people quickly share pictures from phones. “I think that products are ultimately a reflection of their leaders,” Frier says.
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Systrom enjoys fine drinks and bespoke bicycles – he snubbed Facebook’s free coffee by importing beans that he only used at their “peak point” (four days after roasting). Throughout the book, Frier reveals his passion for prestige. The name was inspired by Systrom’s love of the whiskey. His original idea was a website called Burbn, which showed people where their friends were partying in real time.
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A Stanford alumnus who, at 25, worked in marketing at Google, he founded his company with software engineer and friend Mike Krieger in 2009.
(He hosted a party to introduce Systrom to superstars like Ariana Grande, who the Instagram CEO didn’t recognise.) Then there’s the time the Instagram team celebrated the sale to Facebook with an all-expenses trip to the Trump International Hotel in Las Vegas, where they were greeted with personal congratulatory notes from Ivanka Trump.īut gossip isn’t at the heart of Frier’s book and it’s the mundane stories about Systrom that are most revealing. In return, Kutcher helped Instagram grow credibility with celebs. One anecdote recalls Systrom saving actor Ashton Kutcher from a 4am fire in a log cabin.
“My editor told me a book is ready to be written when you have 100 things in your pocket that nobody else has published.” Frier surpassed this benchmark. “I realised that there was so much uncharted territory,” she says. Many spoke without Facebook’s permission, and the majority of her sources remain anonymous. Frier interviewed a different person each day for a year after getting the book deal in 2018.
No Filter, she says, is an omniscient narration of Instagram’s birth and growth, cobbled together from insiders’ memories. Photograph: Matt Edge/The New York Times/Red/eyevineįrier and I talk on the phone a week before her book is published. ‘He wants everything to be at a level of quality because he believes in that quality’: Kevin Systrom. How did this simple photo-sharing service get 1bn users in eight years? Does Instagram create or reflect our values? And, if the former, shouldn’t we know a little more about the mindset and motivations of the men behind the app? This pursuit of perfection has led to a rise in filter-inspired plastic surgery and a boom in oversized desserts that don’t fit in your mouth, but fit perfectly into a little square posted online. In the decade since the invention of Instagram, social media has dramatically changed our lives. (A year earlier he had torn down motivational posters belonging to the parent company, one of which said: “Done is Better than Perfect.”) And third, while the incident obviously affected Instagram employees – they dubbed it #trashcangate – it also represented an issue facing its users, who were, Frier says, “intimidated about posting because they thought Instagram warranted perfection”. Second, it is indicative of his frustration with Facebook. First, it demonstrates Systrom’s aesthetic sensibilities. Tech reporter Sarah Frier, author of No Filter: The Inside Story of How Instagram Transformed Business, Celebrity and Our Culture, explains this story is significant for three reasons.
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