It taps partly into our desire to feel creative, but I think that more importantly it taps into our desire to appear creative to others. Snapping a photo with Instagram and applying a filter suddenly makes that photo seem inspired, even though the original subject matter was probably rather boring and the original shot poorly taken. When you hit the button to share with friends, there’s a satisfying feeling of anticipation that others will be impressed by your little creation.
It also provides others with a lens into your life that makes that life look cooler than it probably was at the moment. Others might get a little jealous that they weren’t there to join you for it.
This is all to say that Instagram successfully feeds our Hipsteresque vanity. Similar things can be said about Foursquare, Gowalla and the like, but Instagram recognizes the fact that we’re visually curious creatures.
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