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Emma Sofija's "Your Celebrity Twin" filter has been a sensation since its viral debut in early 2022, and is the most Googled Instagram filter by a creator in 2022. The filter has been embraced by a host of celebrities, including Charlie Puth, Camila Cabello, Anitta, Chris Pratt, The Chainsmokers, Meghan Trainor, Tiffany Haddish, Shay Mitchell, Julie Bowen, Katherine Heigl, Alicia Silverstone, Diplo, and Chrissy Teigen. Its popularity has even caught the attention of "The Tonight Show Starring Jimmy Fallon," where Chris Pratt was interviewed about the filter.
Today, almost a year later the viral effect is still used between 500k to 1 million times per day.