In this &;sequel to The Social Network&; (The New York Times), award-winning reporter Sarah Frier reveals the never-before-told story of how Instagram became the most culturally defining app of the decade.

&;The most enrapturing book about Silicon Valley drama since Hatching Twitter&; (Fortune), No Filter &;pairs phenomenal in-depth reporting with explosive storytelling that gets to the heart of how Instagram has shaped our lives, whether you use the app or not&; (The New York Times).

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 look more beautiful. The cofounders cultivated a community of photographers and artisans around the app, and 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 had only thirteen 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 a billion users, Facebook&;s CEO Mark Zuckerberg&;once supportive of the founders&; autonomy&;began to feel threatened by Instagram&;s success.

Frier draws on unprecedented 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 worldwide&;to show how Instagram has fundamentally changed the way we show, eat, travel, and communicate, all while fighting to preserve the values which contributed to the company&;s success. &;Deeply reported and beautifully written&; (Nick Bilton, Vanity Fair), 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.