Generation Z has had enough of perfect Instagram pictures

“One of the biggest stars in the world is using it [Instagram aesthetic] in their video – that might mean it’s reached its peak” - Lev Manovich, author of 'Instagram and Contemporary Image', says about Taylor Swift new video 'ME!'. Maddie Raedts, founder of the Influencer Marketing Agency (IMA), believes that perfection is no longer an Insta-goal. “Gen Z have seemingly had enough. Many feel that these generic Instagram pictures are repetitive and not cool any more.” Which begs the question: what is cool? Moving on from the #livingmybestlife culture, there seems to be a kind of turning towards a semblance of reality, the Guardian argues.