If they want to share it with their friends, the most hassle-free way is often to literally use the filter and post the recording to their story. They can’t just get to the filter, they have to watch a Story. This process seems cumbersome and counterintuitive, but there’s a slightly insidious principle underpinning it: It requires users to engage with the platform. Once you find a particular filter, you can bookmark it so it doesn’t disappear. This process is similar to a chain letter - or a virus: One person uses it and makes it usable to all of their followers, and then those people use it and spread it further to their own followers. The main way of finding a specific filter is to tap on the filter’s name in an Instagram story. You can go to a user’s profile and find every filter they’ve uploaded, but this is not particularly useful. The effects browser in the app is divided into broad categories, and offers some popular, curated options, but you can’t just search through the entire trove. Users can’t search for Instagram effects by name. Anyone can create and upload an Instagram filter using Instagram’s developer tools, but getting others to use it is a different story. Finding a specific Instagram filter is an arcane process that seems incompetently designed at first glance. So my friends and I decided to actually try out those filters that we’d been seeing all over - and quickly realized that that would not be as easy as it seems. The savvy twist of this iteration is that it combines the largely arbitrary results of a pop-culture personality quiz with the reaction-video genre, condensing result and reaction into one bite-size clip. They’re slot machine-like contraptions in which people find out “Which Pokémon are you?” or “What Disney character are you?,” an augmented-reality reinvention of those personality quizzes that took over Facebook a decade ago and which BuzzFeed subsequently capitalized on. Anyway, at some point the conversation turned to those Instagram filters. Almost nothing is happening 95 percent of the time, which gives you and your buds plenty of opportunity to talk about other stuff, which is helpful for me because I don’t follow football closely. Football is a nice sport to watch because you don’t have to really pay attention to it. A couple of weekends ago, I was hanging out with some friends (brag) watching football (brag?).
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