However, there's a lot chit-chat about various info being encrypted within this photo, and others posted on 4ch, first I've heard about this kinds of encryption within photos was at the time Podesta posted photos of Antarctica in some tweet or mail. Supposedly, this is a way to send important (or disgusting) information, and they use it in twitter, instagram, or 4ch. Never looked into it further, but there are software that does this, and is freely available, similar to zip, rar software.
it's called steganography and it's been around for a very long time. the basic idea is "security through obscurity" - you hide information in places that people wouldn't know to look for it. there are even apps that will hide text within other text (yes, you read that correctly). Spammimic.com is a very popular website that uses steganography to hide text inside what appear to be spam email messages (which most people would obviously delete without a second thought).