Back in 2010, a couple of young fellows created Instagram as a way to take, process and share photos. 4 years on, its become a phenomenon, with over 300 million users and countless billions of photos.
Initially, Instagram was all about making fairly mediocre pictures taken by lacklustre camera phones look better by slathering filters all over them. The term 'Instagramming' became part of the culture and became associated with typically overdone colour effects and tones.
Today, the company is introducing its first new filters in years, with five new effects to put over images. And, in a sign of changing times, they're all fairly subtle.
The new filters are Slumber, Crema, Ludwig, Aden and Perpetua. They're all quite pretty, particularly the haze effect of Perpetua and the clean colours of Ludwig, and well suited to the sharper images which we're capable of taking everday.
Another part of the update also shows off all filters with a small preview of the photo your working on and you'll also finally have the ability to choose which filters appear in your feed, something which is especially important as the number of available options reaches more than 20.
The updated Instagram app is available today on iOS and Android.
Download the Android version here.
Download the iOS version here.