Does Instagram Kill Creativity?

Since the Last Blog Post

I was humbled by the response to the previous blog post, and it has taken me a little while to find something new to say. 

Many people are asking many of the same questions about Instagram these days it seems. Its pretty obvious that there are a few things troubling people about the way that it is being used. 

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This is an attempt at unpacking Topics about Content Creation and Creativity.

Overlapping here seem to be some other, related concerns about content creation, its environmental implications and the creative trajectory it seems to be taking due to platforms such as Instagram. Let me get to the point by first asking the central question:

Central Question: is Instagram killing creativity?

On Instagram, it is common to see certain “spots” over and over and over again. Many times, these  locations themselves are extremely beautiful, and it is pretty easy to understand why many people want to go there.  A (very) short list to make my point, it could be much longer:

  • Lago di Braies, Italy 
  • Skogafoss, Iceland
  • Horsehoe Bend, USA
  • Moraine Lake, Canada

Here’s the question: why do so many that go to these beautiful locations end up taking such similar pictures, or why do all of the most similar pictures somehow end up becoming the most popular, so popular in fact as to be considered caricatures at this stage?

Certain images just work (I’ll try to explore and unpack why a little later) and when someone sees that another persons image form a beautiful location works, that person might/will try to take one for themselves, to get a slice of the pie. When we start to unpack the motivations for why people behave in this way, we can get closer to the answer. Wanting to have beautiful pictures of yourself, your friends or your partner in beautiful locations is an end in and of itself. But it is not without its own problems.

Joe Shutter Iceland Does Instagram Kill Creativity?

Photographic Plagiarism

When you see somebody else's photo, you are seeing the result of somebody else’s creativity, an application of their equipment at a specific angle, in a specific time and in a precisely the right place (or the best possible place given the circumstances and prevailing conditions). 

What we arguably have here is something that Eric Bennet calls “photographic plagiarism”. Photos are being “stolen” through lack of imagination and creativity, resulting in a propagation of the kinds of photos.  

Here, we can see clearly that the motivation is all wrong. Yes, please be inspired to visit iconic locations, and yes please be further inspired or sufficiently inspired to go to an iconic location and look for a shot that has not been taken! Of course, there are intrinsic limits to this, some places only have one good angle. However, most places do in fact have many different and interesting angles, and all you have to do is seek them out. Seek, and you shall find. 

— Joe Shutter


How has this happened?

Its not all bad though, and in my opinion there are some excusable reasons for this.  There are some factors that are worth considering; intrinsic factors relating to how picture-viewing on Instagram actually works:

Joe Shutter Iceland Does Instagram Kill Creativity?
  1. Viewing size: lets face it, the iPhone+ sizes helped a lot, but the viewing size for Instagram is tiny. This massively impacts the effectiveness of what is posted on there.
  2. Some things just WORK: The age old photographic problem of two dimensional photo, three dimensional world means that communicating a sense of depth is one of the most important ways in which to make the photo powerful.
  3. Little people: after depth comes scale. This is the real reason why Instagram favours those “little people” shots, because it works!
  4. Depersonalised portraits: a person is facing away from the camera and looking out to a beautiful landscape. The facelessness easily allows you to imagine that that person could be you. This is again another very successful image motif. 
  5. This unholy alliance means that the same image concepts get re-hashed again and again in the same places. 

attack and defence

What am I saying? Attack and defence in the same post? Sort of.  Its all about the process.  What I want to see is that everyone is developing their own style. To do that sometimes its necessary to copy others a bit, especially if you're are just starting out and don't know what you're doing.

the basic formula

To borrow an analogy from music: when you start to learn jazz for example, you will enjoy a specific lick and then learn to play it. eventually you internalise the musical concepts that make that lick interesting and apply it it to something new. The formula goes something new.  

The basic formula looks something like this:

imitate → assimilate →innovate

However, if you make no attempt to apply to new concepts and locations, you get stuck with:

imitate → assimilate → imitate→ imitate→...→...

Why would you want to copy other peoples work and live in their shadow forever? To do so demonstrates a lack of courage, but more importantly is an example of creative bankruptcy.

Joe Shutter Iceland Does Instagram Kill Creativity?

Prints of all photos in this post available in my print shop

Creative Bankruptcy

As a photographer and content creator, you should be always and continuously striving to push the boundaries of your own creativity. Of course, it is impossible to be influenced by nobody, but that’s not the point.

The point is that people are going into a beautiful place, and taking the shot they have seen on Instagram, and rolling out again. I believe this is the wrong approach, which we can call creative bankruptcy. 

Copying other people’s pictures is creatively bankrupt.

There, I said it. 

Instead, draw inspiration from many sources and be authentic. Follow what speaks to your soul. There a million sources of inspiration, and you don’t ave to rely on one (or one social platform. Draw on many; books, conversations, history, architecture, paintings, natural forms. Anything. The mores sources the better. You can even use Instagram to start, there are few better places to start, but make sure you go over and above!

Joe Shutter Iceland Does Instagram Kill Creativity?

Solution: Thinking outside the “box”

What is this “box” that everyone keeps talking about, exactly? Well, in my opinion, it means different things to different people in different times in different places. Having said that, it does encapsulate the “zeitgeist”, or spirit of the times.

The box gets constructed and deconstructed constantly. Call it creative destruction. What’s outside gets brought inside. Non-standard thinking becomes standard, and suddenly, the box has changed. There are so many ways in which to add your own creative flare to a shot that by not thinking outside the “box” and exactly the right time, when you spend all this money and all this time going somewhere incredible 

It is always better to spread yourself less thinly rather than more; focus on a few locations and spend more time there


Possible cause: time poverty and hyper-connection

We live in a world where people seem to have less and less time for things, for life in general. In our hyper-connected world, there is a huge amount going on, a million things pulling at our attentions. 

It is not possible to make up for your lack of time by by trying to see as much as possible. The world is an uncertain place, messy, unpredictable and cannot always be optimised. If you try to do too much and something goes wrong, the knock-on implication could potentially ruin your entire trip.  

Possible cure: allow more time for creative flow

Slow down. Take your time. Explore the angles. This will increase your chances of making a real creative contribution to yourself and to those with whom you share your images. You will feel better for it too.

So, does Instagram kill creativity?

Joe Shutter Iceland: Does Instagram kill creativity?

To answer the original question in a word: no. Instagram does not kill creativity necessarily. It is the way in which people use Instagram that has become the problem. Use Instagram to inform yourself as to the state of the box, as a springboard to launch yourself outside of it as much as possible.

Go forth and prosper.

the world awaits, and its all yours for the taking.

feedback welcome!

As ever, I invite comments and feedback from those that took the time to check out my post. Its all about the conversation. I look forward to seeing  what you have to say below in the comments!


Joe Shutter is a freelance photographer and content creator and workshop leader working between the UK, Iceland and wherever the world calls. Check out the upcoming workshops in Greenland and Iceland this summer for more.

Joe also leads tours around Iceland, to show you a side that many miss, and few rarely see. come and Roam with Joe in Iceland!

Getting wet in Iceland

Getting wet in Iceland

The Road Through Europe 1/3

If you combine a bunch of roads that have been taken in a strange, different and unique way, does that make it the road not taken? Maybe not, just an idea. 

So I decided to do something a little bit crazy; I decided to buy a Land Rover Defender in London, and then transport to Iceland. How? By driving from London to the White Cliffs of Dover, crossing the English Channel, driving through Continental Europe up to the north of Denmark  and taking the Smyril line ferry from Denmark all the way up to Iceland, via the Faroe Islands. Stopping at:

  • London, United Kingdom
  • Dunkirk, France
  • Brussels, Belgium
  • Amsterdam, Netherlands
  • Bremen, Germany
  • Hirtshals, Denmark
  • Thorshavn, Faroe Islands
  • Halfway across Iceland via the northern Route 1
  • Reykjavik, Iceland

This post is about the first part of my journey through Europe with the Landy, up until when I got on the ferry in Denmark. The map below shows the entire journey.

The Route Through Europe

I left first thing in the morning from London on Easter Sunday. It was a straight run with absolutely no traffic. The sailing from Dover to Dunkirk was at 10am but I arrived at 07:30. DFDS offered to put me on the 08:00. Absolute win! I was in Brussels by 14:00.

Once in Brussels, I men up with Frank who is also gearing up to bring his Landy to Iceland. In just a couple of weeks time, he will make the same journey that I made! We made some nice modifications to the Landy, like fitting a wading kit to allow the axels to breath, fitting a subwoofer, new stereo, spot headlight and an LED lightbar. After three days in the workshop, we were ready to roll out for Amsterdam

Frank's (very) photogenic cat, Nolan

Frank's (very) photogenic cat, Nolan

Amsterdam was great. Awesome to arrive there and chill out for a day. The original idea was to go to the Rijksmuseum which is easily one of the world's finest museums. However, the weather was so fantastic on that day that we decided to laze around in Vondelpark instead and soak up some rays. Not a bad choice at all, and the Rembrandts will have to wait. It helps that I have already been there, and I will almost certainly be back so it wasn't too difficult to turn down.

And then, there were the tulips. They pretty much speak for themselves. Easily one of the highlights of the trip. What was tricky about setting up the shot that I had in mind was that I needed a road right next the tulip field. Mostly all you would find would be a ditch dug out around the field. Sure enough, we drove around for a while and eventually found this tractor access road arounf the edge of the one of the fields. The way was solid and dry, but dusty and slightly bumpy. No problem for the Landy, and this marked the first "off-road experience" for the Landy since I took possession of the Landy only 5 days before.

Quick day time stop in Bremen after landing there very late, left that afternoon for Hirtshals and it was in Bremen that the expedition ported ways. William and I continued to Hirtshals while Frank turned back around to Brussels. It was absolutely awesome to have him as part of the journey.

We set off from Bremen with a full tank of Diesel and 40l in the trunk in two jerry cans. We decided to push the Landy all the way to the end. It got into the RED zone of the reserve somewhere 70km outside of Hirtshals. Knowing that we had half a tank in the back as insurance, we pushed it all the way. By some miracle, we got the Landy ALL THE WAY THERE! We stopped at a nice hotel in Hirtshals at 2am (the only one that was open) and when we turned the Landy back on in the morning it huffed and puffed and made all kinds of noises. A quick refuel from the jerry and a quick shot of diesel through the engine and we were off!  

That morning, we had enough time to visit the lighthouse after a sumptuous breakfast before getting in line to check in for the ferry, where there were plenty of other Landys also waiting in line, I even managed ta make a few new friends!

And so, the journey was half over.

The next post will be about my 17 hours in the Faroe Islands. Stay tuned for more!

For your enjoyment,

Joe Shutter Signature

Joe Shutter

Photography by Joe Shutter and Frank Nieuwenhuis

Grammer's Delight

Its always nice to put a face to a handle. I was out with Icelandic Explorer in Snaefelsnes and he had mentioned to me that some Grammer's (Instagrammers) had contacted him regarding a possible meet up and shoot, which I thought was a great idea.

Gunnar and I  shot all throughout the night (which was really almost broad daylight since we had endless summer sun, see my last post Gram and White where we did a shoot far a new Toyota Hilux which we took through the Icelandic highlands. So, after a few hours sleep (with very thick eye masks to keep out the blazing sun) with met up with Alex and Arthur Broadstock.

We explored the wonderful Grundarfoss, (Google map link to nearby town) that had recently come on the radar, and we were not disappointed. You can see it in the distance fram the road, and thun when you approach it, it becomes this giant majestic thing. We stayed there far a few hours. One of the images that Alex took that day is being used on the Havin and Florin backpack website

Its very  tough terrain to get around: the spray from the fall lands an the rocks and makes everything wet and extremely slippery. The sun cut right through creating some amazing highlights but also some intense dynamic range which made the exposure difficult, but also a nice challenge. I managed to get myself into one of the shots, big thank you to Arther for helping me to press the shutter.

After that, we rolled on out to the A frame mountain shelter hut and continued aver to the south side of the peninsula to a beautiful cavern called Raudfelðsgjá, a narrow canyon where we went all the way to the end. After that, we parted ways

Touring Snaefellsnes is a great day trip from Reykjavik at all times of year. If you are interested in a day photo tour or if you might like any information about the locations I mentioned here, you know where to find me

Photography by Joe Shutter.

For your enjoyment, 

Joe shutter

Chasing Waterfalls

For those that may be tuning in for the first time, I am Joe shutter: a blogger and photographer based in Iceland. 

I pass on what I learn out here through my tailor-made photo workshops and tutorials: I always go the extra ten miles (or ten hours) to get the shots and get off the beaten track to me secret locations. 

If you are interested in a photo workshop/tutorial whilst in Iceland, get in touch through my email ( ) or through my Instagram handle @joe_shutter

One glorious day, a gentleman named Michael Dexter reached out to me via Instagram DM, with the charge of running some strong long exposure waterfall game for a day tutorial. 

His lovely wife Kelly was good enough to pose for us  for some situational portrait photography, but the focus was primarily landscape photography, although I did grab some candid snaps of them both too.

I went slightly mad and had a Gollum moment.  Michael Helped out that one.

Here are the results of day together.

Photography by Joe Shutter and Michael Dexter

For your enjoyment,

Joe Shutter