SHORTLISTED FOR THE 2020 FT & MCKINSEY BUSINESS BOOK OF THE YEAR 'Deeply researched and highly entertaining.' The Times 'Vivid reporting and electric story-telling.' Ashlee Vance, author of Elon Musk 'Clear-eyed and objective.' New York Times The extraordinary inside story of how Instagram became the world's most successful app In just ten years, Instagram has gone from being a simple photo app to a $100-billion company. The journey has involved ground-breaking innovations, a billion-dollar takeover, and clashes between some of the biggest names in tech. But it's a story that has never been told - until now. In No Filter, Bloomberg's Sarah Frier reveals how Instagram became the hottest app in a generation, reshaping our culture and economy in the process. With astonishing access to all the key players - from Instagram's co-founders to super-influencers like Kris Jenner - Frier offers behind-the-scenes glimpses of every moment in the company's life: from its launch, to its unlikely acqu