First answer to this question that pops up in my head is fun, but it is not the only one! It is an amazing tool for storytelling, too. As much as a simple picture can tell a story, an Instagram filter can tell a story as well. Not only that, it can tell individual stories, thousands of them. Let me give you an example from the non-profit environment. You have a campaign focused on endangered species and you publish a filter that allows users to put themselves in the shoes of the animals. Every user can try the filter, share it and tell their own story, express their own experience. Every user can ask their friends to help and share the filter, too.