World Mental Health Day: Searches for ‘Aesthetic Filters’ Skyrockets 171% in Three Years

Ahead of World Mental Health Day on 10th October, the no-filter social media app Frog reveals there has been a 171% rise in searches globally for ‘aesthetic filters’ over the past three years suggesting the pressures social media places on its users to look good.

Interest in filter use has surged in recent months suggesting a growing demand by social media users to present a perfect and aesthetic version of themselves on social media. Searches for ‘TikTok filters’ reached an all-time high in April 2022 globally. Furthermore, there was a 69% increase in searches for ‘TikTok filters’ in the first week of August 2022 compared to the previous year. Similarly, searches for ‘Instagram filters’ resurfaced in May 2022 with a 327% rise in searches.

Launched in 2020 by two LSE students, the social media app was created to offer users a fun and interactive social experience that brings friends together to interact in a more transparent and authentic way. The app empowers users to connect through video and express their real selves throughout their day, with no filters or masks involved, rather than only for one unrealistic snapshot of their day.



Although the pandemic led to a 19% reduction in spending on makeup, search data suggests that it increased filter use on virtual screens. In April 2020, searches for ‘how to look good on Zoom’ peaked with a 1011% rise in searches. This implies the pandemic contributed to consumers feeling a greater pressure to look a certain way.


Frog Billboard in London
One of Frog’s billboards in London.


Frog users suggest the social pressure to use filters is a contributing factor to them choosing to use Frog for its no filter option with one user commenting:

“It’s so refreshing to find a form of social media that isn’t focused on filters and looks. I’ve grown up with the likes of Instagram and Snapchat but I’ve often found that there is pressure to use filters every time you post. I appreciate that Frog doesn’t have any filters at all as it means I don’t have to think about this anymore whenever I want to post online.”


Frog aims to promote a healthier type of social media with less pressure on young people to counteract the current concerns surrounding the effect of social media on individuals’ mental health. Consumers can download Frog at:


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