In October 2010, the photo sharing program Instragram was launched and quickly sky rocketed to success. People loved the novelty of applying a digital filter to photos they had taken to give them a vintage feel. The distinctive square shape of the photos adds to this dated effect and mirrors that of Kodak Instamatic and Polaroid images. It seemed to be a refreshing change to the 4:3 aspect typically found in mobile phone camera that many people had been getting bored of.

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