#nofilter: Fake authenticity

Intriguing:

Spredfast tested the last 100,000 images that included the #nofliter hashtag to get a sample from the platform… Turns out that 11% of photos using the #nofilter hashtag on Instagram actually have a filter, a percentage that adds up to roughly 8.6 million photos.

Conversely, a young coworker of mine mentions that she sometimes tags photos with “#vsco” so they’ll draw more views, even when she hasn’t used VSCO tools to edit them.

Some people want to project the authenticity they believe comes with being filter-free, and others want membership in the cool-kid photography club (regardless of tool choice).

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