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Instagram has it’s fair share of blame for the trend, but I don’t think they were the progenitor, as it were. Snapchat was far more heavy-handed with face altering filters from the get-go, as I remember it. Instagram was mostly just the “old-school” sepia tone, black-and-white type filters for the most part until that picked up.
Meta should probably never be blamed for innovating when all they do is steal ideas from potential competitors and crudely duct tape them onto existing products. Instagram was once a useful, good app and now it’s 80% features from Snapchat and TikTok and you maybe see a friend’s post a week late.
Oh no! Anyway…
Adobe rn: