Social Media

Entrepreneur fine-tunes Instragram's filters

Mobile fashion: Litely's Instagram affect

If you are a "selfie" fiend, then you probably use apps like Instagram to filter your photos on the go.

Entrepreneur and professional travel photographer Cole Rise is all too familiar with the power of those filters.

Rise was an early Instagram design consultant and the creator of not only the company's logo, but filters like Sutro, Hudson, Mayfair, Sierra and of course, Rise. He has done design work for Apple, Google and Sony, as well.

Recently, Rise launched his own photo-filtering app, Litely, which had ranked No. 1 in the free photography section of Apple's app store.

Litely app iPhone screens
Source: Litely | Cole Rise

Today, Rise's Instagram account boasts more than 900,000 followers and his work has been picked up by National Geographic—so what's his secret? How does a great filter turn an amateur photographer into a social media superstar?

"A really good photo is one that you don't notice. It's one that doesn't look edited, in a sense, and so subtly is longevity," Rise said on "Squawk Alley." "I think in 50 years, when you look back, you want to see colors that you really love and in a way that it doesn't look like it's been edited down."

Indeed, it seems users care about having the right filter. A recent study by Hubspot's social media scientist, Dan Zarrella, says selfie trends show that consumers are heading away from "Rise" style cool color filters and are gravitating toward certain filters for specific types of photos. In other words, the subject of the photo dictates what filter is used.

The following photos from Litely's new app show the difference these types of filters make.

Source: Litely | Cole Rise
Source: Litely | Cole Rise

—By CNBC's Deborah Findling.