The correct title of this article is #NoFilter. The omission of the # is due to technical restrictions.
#NoFilter is a hashtag used by users on social media platforms to indicate that no social media filter has been used on the shared images; it is mostly commonly used on Instagram.[1][2][3] By using this hashtag, users want to make a point that they are not deceiving others.[4] However, there are people who use filter but still use this hashtag. According to research by Spredfast in 2018, 11% of Instagram posts with #NoFilter did use a filter.[5] This hashtag is often misused, so it has been abandoned in recent years.[6]
When Instagram was launched in 2010, the app offered limited filters that users could use to tweak their images before sharing, and over time, the number of filters increased and so did the use of filters; it became an issue because people started lying about if they had used filters.[7][8][9] Using filters became a popular thing among Gen Z users, especially women; a study found that 62 percent of American Gen Z users used filters on their images, mostly selfies, and 23 percent of them were trying to change how they looked.[10] Many users felt that they were being forced to use filters, while others tried to call out influencers who were deceiving their followers by using filters.[11][12] #NoFilter was used as a form of resistance. The goal was to encourage people to show their true selves and get rid of the pressure to be perfect.
Controversy
Kylie Jenner, one of the celebrities who consistently using filters on social media
#NoFilter started as a positive thing, inspiring people to be who they are. However, people started misusing the hashtag. They still used the hashtag on images that were tweaked and deceive others.[13] Many celebrities and influencers were called out for misusing the hashtag. American reality TV star and businesswoman, Kylie Jenner was heaving criticized for using filters on her images while promoting her cosmestic brand.[14] As a result, #NoFilter has become a gimmick and has lost its credibility.
Impact
Initially, #NoFilter was seen as a tool of empowerment; users, especially young women who no longer to use filters to look better.[15] However, now it is used as a trick. Many people do not believe the posts that use this hashtag; research shows that this hashtag is nothing but a lie because of being heavily misused.[16] It is no longer as impactful as it used to be in the 2010s.
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