Award-winning reporter and Bloomberg editor in charge of Big Tech coverage,Sarah Frier’s No Filter is about  two smart tech guys creates a novel app by marrying art and technology to overcome skeptics and to hook the public on visual storytelling, in 2010 and then sold it to Facebook.  She take us inside Facebook including profiling its co-founder Mark Zuckerberg, who Instagram founder Kevin Systrom called the most strategic thinker he has ever met. “If Facebook is about friendships, and Twitter was about opinion then Instagram was about experiences – anyone could be interested in anyone’s visual experiences anywhere in the world” writes Frier in tale of app envy among Silicon Valley leaders. In 2s010, Instagram co-founders Mike Krieger and Systrom were coming to terms with the scope of their online creation, a social media app for photos and video that led Facebook co-founder Mark Zuckerberg to acquire Instagram for $1 billion two years later. Instagram has captured our collective imagination, swiftly becoming a way of life. At first Instagram initially attracted artisans, but then the platform exploded in popularity among the masses, creating an entire industry of digital influencers that’s now worth tens of billions of dollars.

Instagram borrowed some lessons from Facebook and rejected others, until eventually its success stirred tension with Facebook’s CEO mark Zuckerberg, just as Facebook became embroiled in a string of public crises. Frier reveals the details that led to the co-founder’s departure, bringing to light dramatic moments unknown to the public until now.

Hedge fund billionaire Ray Dalio, Anna Wintour of Vogue, Kris Jenner of the Kardashian-Jenner Empire, and several other influencers, from fashionistas with millions of followers to owner of famous dogs worldwide – to show how Instagram has fundamentally changed the way we communicate, shop, eat, and travel. No Filter tells the captivating story of how Instagram not only created a new industry but also changed our life. Instagram’s dominance acts as a 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.