insta repeat is the instagram account exposing the similarities between photos being posted on the social network. with the tagline ‘déjà vu vibes; wander. roam. replicate.’, the account has uploaded 81 compilations of unique travel photos, exploring the damaging effects the democratisation of photography has had on originality.

everything on instagram is starting to look the same and insta repeat is here to prove it

images courtesy of @insta_repeat



insta repeat posts collages made up of photos by unrelated photographers that look remarkably similar. together they pose questions about the authenticity of the travel blogs and accounts they are poached from whilst shining a light on the power of visual trends and their sources. with the worldwide instagram influencer market value projected to reach 2.38 billion US dollars in 2019, and our feeds dictated by an algorithm that favours ‘relevant’ content, narcissism-cum-superficiality is an all-you-can-eat buffet that, with the advent of smartphone camera technology, is just so easy to replicate.

everything on instagram is starting to look the same and insta repeat is here to prove it



what appears to be a new-age of copycatting could just be exasperated by this very opportunity for everyone and anyone to be an expert photographer. today the digital film rolls replace the souvenirs from our trips are offered to friends and loved ones (or random people who follow us) in very carefully chosen bow, taken with a specific filter in mind or edited using a third-party app depending on your preferences. the point is that even if these images have been lifted from or ‘inspired by’ someone else’s posting before you, they are no different to the masses of people who for years have traveled to stand in front of iconic landmarks like big ben, the statue of liberty or the wall of china to take pictures of themselves.

everything on instagram is starting to look the same and insta repeat is here to prove it



perhaps this is why then, that insta repeat does not positions itself as the sort of name and shame account you might find in the likes of diet prada. according to reports, the account is the work of a 27-year-old artist and filmmaker from anchorage, alaska, who’s choosing to remain anonymous: 


there is a lot of mimicry everywhere in media, not just on instagram,’ the woman behind @insta_repeat tells photoshelter. ‘a purpose of insta_repeat is to critique originality in media creation through the lens (pun intended) of this one ‘genre’ of instagram photography accounts.instead, as we continue to increase in our consumption of visual stimulants, it holds a mirror up to a culture embedded in media simulacrum, with a particular focus on instagram’s travelling elite whose experiences are short changed by an evaluation that looks no further than a carefully crafted snap or two.

everything on instagram is starting to look the same and insta repeat is here to prove it

everything on instagram is starting to look the same and insta repeat is here to prove it

everything on instagram is starting to look the same and insta repeat is here to prove it

  • Really all those turd monsters on Instagram are just uncreative self centred trogs? Nooo you don’t say

    Ioannis Kappos says:

have something to add? share your thoughts in our comments section below.

comments policy
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.


a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

art news