As pricing models continue to shift across platforms and industries, the cost of working with influencers will not be uniform across the board. "WFA found that all of the 34 multinational marketers in its study used Instagram for influencer marketing. With many brands being held accountable for tokenism … As influencers are likely to focus on multiple revenue streams, their sole reliance on sponsored posts is becoming less significant. Top gamers are tantalizing prospects for marketers—they hold enormous sway over the lucrative Gen Z and Millennial audiences. Brands are still seeing power in influence and doubling down on their investment by continually increasing their marketing spends. Thanks to improved ways of measuring ROI, brands have started optimizing their strategies. This is an influencer marketing trend that will continue as influencers grow more adept at incorporating sponsored content and endorsements into their work—an increase in professionalism that is a premium in itself. As we mentioned earlier, trust and authenticity are important aspects of an influencer marketing campaign. This demographic represents nearly a third of YouTube gaming audiences and top female gaming YouTubers have a collective subscriber count of well over 20 million. There’s also the reverse side, where successful entrepreneurial influencers are launching their own products and securing lucrative deals with big retailers. Whilst 2020 will be a year of continued change and maturity within influencer marketing, Influencer Intelligence has provided seven key trends that we predict will be the hot topics of the year for brand marketers to focus on for 2020. These events can be extravagant. It should be noted, however, that while marketers feel influencer marketing is effective in driving ROI, 78% report measuring and improving ROI as a primary concern. It shows no signs of slowing down in 2020. They are moving beyond merch to drive revenue. TikTok and Twitch have emerged as major players in influencer marketing. Bots and fake followers can completely derail an influencer marketing campaign. A few hours later the blazing sun meant I went swimming under a 200 ft waterfall. Now that we’re leaving 2019 behind, let’s look ahead to our predictions for 2020 influencer marketing trends. With improved processes for finding the right influencers, brands are better positioned to manage brand safety and guarantee high quality content. This includes exclusive, invite-only events where influencers are typically invited to party or vacation. From Bangkok to Hawaii, social media stars are being flown around the world for these events. Broadly speaking, there are five on Instagram, arguably the most important channel for influencer marketing. Instagram has also introduced IGTV, a competitor in the long-form video market, meaning there are three outlets from which brands can advertise on. This will lead to more successful influencer marketing campaigns. ", Fashion and beauty are two verticals that are continuing their strong support of influencer marketing. 19% of marketers will spend $1,000 – $10,000 per year on influencer marketing in 2020, while 18% are spending between $100,000 – $500,000 per year. We’ve become accustomed to gaming brand activations on Twitch, but several large non-gaming brands are making their presence felt on the platform. As one of the hottest influencer marketing trends on marketers’ radars, we’ll see influencer tiers continue to evolve. Opinions expressed by Forbes Contributors are their own. Facebook followed at 85%, then YouTube at 67%. Indeed one L.A. ice cream man c… To keep up with the changing influencer marketing trends… The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. But don’t discount smaller brands—they’ll find the budget and resources to throw influencer events, as well. This is just one of many trends that has made a huge impact on the industry. Our survey indicates that 17% of companies will spend over half their marketing budget on influencer marketing. This is why brands are putting more effort than ever into collaborations with influencers who are a good fit for the brand and the audience they are trying to engage. When executed well, they generate enormous amounts of buzz and give a brand that all-important exposure. I'm optimistic that "influencers" won't continue taking brand money just because of a big check, but rather because it aligns with their message. It’s one of the main reasons a properly-vetted roster of influencer partners is so essential when launching a campaign. 89% of marketers say that ROI from influencer marketing is comparable or better than other marketing channels. The greatest power of influencer marketing is the ability of social media stars to have a strong bond with their fans that a traditional ad could never hope to achieve. @camilacoelhocollection launching June 19, 2019 exclusively at revolve.com, A post shared by REVOLVE (@revolve) on Jun 10, 2019 at 12:10pm PDT. bangkok is to thai for #TrippinWithTarte #SephoraLovesTarte, A post shared by (@ameliath) on Jun 15, 2019 at 6:02am PDT. Let's collaborate on influencer marketing and social media stories. It wouldn't surprise me at all to see popular YouTubers featured in a Super Bowl commercial in 2020. 2020’s increase in social activism spotlighted a lack of diversity in influencer marketing and inequality faced by Black content creators. Brands are going to become more invested in influencer marketing and as such, they … I think the strongest influencers will continue to create more channels to reach their fans directly, so they are not at the whim of a third party, like YouTube or Instagram.”, Jerry Barajas — Talent Manager Studio 71: “First, TikTok is still growing and brands will soon follow. 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Revolve is well-known for its festival-within-a-festival at Coachella; an invite-only influencer event hosting A-list music acts like Snoop Dogg and A$AP Rocky. But as the industry matures and marketers become more savvy, expect to see further improvements in measuring the ROI of influencer marketing. Female gamers, in particular, have seen their influence surge. When it comes to influencers, we’ve seen a never-ending launch of new podcasts; as it’s the easiest way to directly connect with their audience on their own terms. ... As an influencer agency we have been following the biggest trends throughout the year which have gone along with what we believe will be the most important things to think about when setting your influencer marketing … Fashion and beauty brands are most commonly found to be gifting these elaborate trips. Establishing influencer clothing lines was one of the strokes of genius that led to the brand earning substantial support online among its younger demographics. You may opt-out by. YouTube videos came third with 56% of marketers calling it effective. This means vetting both the influencers and the content they produce. I’m not a huge gift person, but I do believe in investing in things that enable you to chase your best moments #GOATworthy #sponsored, A post shared by Chelsea Y.✨ Hawaii + Travel (@chelseakauai) on Dec 19, 2018 at 9:00am PST. From rock-solid contracts, to stricter vetting processes, to clearer communication, to better reporting capabilities, calculating the return of influencer marketing has become less burdensome for marketers. 2019 was a big year for influencer marketing. Lastly, influencers are more likely to engage in and produce high-quality content if they are invested in the partnership. The influencer marketing spend continued to rise in 2019, as did its percentage of the total marketing budget in many industries. Social media influencers are every bit the trend-setters that mainstream celebrities are. They can be reflective or motivational and often form part of a narrative which is important to the influencer’s image. Let’s discuss some rising influencer marketing trends in 2020 Increased investment in influencer marketing Brands are now more focused on influencer marketing for the high conversion … This influencer marketing trend was popular in 2019 and is here to stay. Instagram might be king of the influencer marketing world, but there’s plenty of room for other platforms, too. Long-form captions are frequently used for direct interaction with followers, whether it’s through a question asking them to share their own experiences or a CTA which prompts engagement. Mega-influencers have priced many brands out of the market, with top talent charging over $1 million per post. Influencer marketing budgets are increasing, Nano-influencers are growing more popular as influencer tiers evolve, Brands and influencers are cracking down on fake bots/followers, Influencers are launching product collaborations with brand partners, Instagram is becoming the most critical influencer marketing channel, TikTok and Twitch are emerging as more prevalent influencer marketing channels, Influencer events are rising in popularity, Brands are investing in longer-term influencer partnerships, Calculating influencer marketing ROI is getting easier, Influencer marketing is overtaking traditional & paid marketing in effectiveness, Gaming influencers are on the rise, especially female gamers, Brands are prioritizing content quality & brand safety when finding influencers, The cost of working with influencers is becoming more variable, Instagram influencers are using more personal, long-form captions, Creators are diversifying their monetization options on social media channels. Of course, the proof is in the pudding, and endorsements with fake influencers will end up failing to deliver meaningful ROI. It shows no signs of … This allows influencers to include descriptions which are short blogs in effect. Expect this inventive method to become a prominent influencer marketing trend, mostly with big brands that have the financial firepower to pull them off. With the decision of the NCAA allowing athletes to retain ownership of their names and likenesses, more college athletes will become influencers in their own right.”, I host the Tom Ward Show YouTube channel, where I interview the biggest influencers in the world, © 2021 Forbes Media LLC. There is also the additional benefit that endorsing their own product is a much easier sell. The success of influencer marketing … Finally, I think that there will be more high-profile ad campaigns, featuring influencers. There have been several high-profile cases where a brand winds up with a controversy on their plate. – If you’re looking for new outdoor gear for yourself or as a gift, I’ve partnered with @backcountry to offer 15% off everything in your first order! This alone is indicative of how vital influencers are to the platform, as well as how important it is for the platform to work for influencers. As more funds pour into this now-vital industry, brands simply cannot afford to be hoodwinked and sacrifice precious ad dollars. As social media, and its creators, slowly becomes recognized as true needle movers, I think we'll start to value ourselves in a way that's tantamount to the advertiser spend currently taking place in the mainstream media.”, Erika Costell — YouTuber, singer, entrepreneur: “The first trend that I see is that people want compelling "bite-size" content that they can quickly consume and share with their friends. Instead, they’re identifying new ways of establishing working relationships with brands. Influencer marketing can be a tricky business. Skeptics, unsure about the viability and effectiveness of influencer marketing in its earlier days, have since come to embrace it. I personally think it’s super addicting.”, Bella Thorne — Actress, author, entrepreneur: "To me the rise of TikTok is one of the biggest things coming up. As a result, we’ve seen brands opt more frequently for campaigns that involve a fleet of nano-influencers (see here), as well as campaigns that utilize a variety of influencer tiers (see here). 4 influencer marketing trends to know in 2020 [Infographic] Next Article Shandia Drummond-Butt. Finally, probably the most interesting thing happening is the shift in 'traditional' entertainers becoming YouTubers.”, Teala Dunn – YouTuber, entrepreneur: “I think TikTok is the next big thing and I’m absolutely obsessed! eMarketer's report stated that, "A December 2018 study of 133 fashion and beauty brand executives worldwide, by Glossy, found that just 12% of respondents were not using influencers.”. Stories, blogs, YouTube vlogs, and everything in-between has broken down the usual obstacles that exist between celebrities and fans. Alternatively, 2% of marketers said they would decrease their spending on influencer marketing this year. 5 days a week in #MyCCLook ❤️ comment below with your favorite look! Heading into 2020, expect to see these figures grow once again as the industry matures and marketers invest in better influencer marketing strategies. Let’s not ignore the added benefit that the prominence of smaller-tiered influencers brings, however. For many years, mascots, cartoons and animated film characters have held … Big money was spent on top celebrities for one-off campaigns, and the resulting ROI was not always positive. Biggest influencer marketing trends for 2020 and 2021. 8 Influencer Marketing Trends for 2020. Other influencers have turned to crowdfunding and other means in order to earn revenue—whether its fitness programs or cookbooks, they’re finding ways to monetize content more extensively than ever. As important as it is for brands to partner with the right personality, it’s equally important for influencers to endorse a product or service that makes sense for their personal brand. Brands recognize the potential of partnering with top Twitch influencers. Influencers can be unpredictable—they are human, after all. Influencer marketing has produced a great revenue stream for social media stars, and platforms realize the significance of continually improving creator monetization options. From the rapid growth of TikTok to the COVID-19 pandemic and Black Lives Matter movement, the events of 2020 have radically transformed the influencer marketing … We’ve already seen the sophistication of agencies drastically improve since its beginnings. Fortunately, brands are improving the way they approach and negotiate deals, and they’re more aware of what to expect when vetting an influencer. Instead, they’re looking to grow their own brands. Celebrities are not that engaging on social media–There, I said it! You sometimes see complaints in the press about “influencers” expecting special treatment and not delivering anything in return. Click the button to get in touch. As we steadily move towards 2020, the landscape of the industry will continue to evolve. Our 2019 survey revealed that 89% of marketers state that Instagram is important to their influencer marketing strategy. Now that marketers are better at judging the things that matter—authentic engagement rates and sales conversions—we’ve seen a rise in more sophisticated and organized campaigns. 2020 will also showcase a much deeper conversation surrounding the negative impacts of social media on our mental health.”, Chris Hollod — Managing Partner of Hollod Holdings: “In 2020, I think we will see a lot of influencers “change lanes” and push the boundaries of their images and audiences in hopes to be taken more seriously in more established and lucrative industries. While large brands have consistently targeted the most in-demand influencers—macro- and mega-influencers— to represent their brand, we’ve seen brands of all sizes begin to invest in nano-influencers. With the state of the world more precarious than ever, everyone is standing for something and using their voice loudly. The cost of endorsing a nano-influencer is still typically low, and often a product exchange or nominal fee will be sufficient. While marketers and influencers are wising up about this practice, it will remain top-of-mind. Also, I think that influencers will continue to develop their own businesses. There’s a reason the influencer marketing industry is booming. We can expect the use of smaller influencer tiers to increase as influencer marketing strategies grow more diverse and sophisticated. Only 39% could say the same in 2018. In our 2019 survey, one-third of marketers said that the rising cost of influencers was a leading challenge in the industry. The platform has also launched “Creator Accounts,” giving influencers more actionable insights than before. There has long been confusion about what makes an influencer. I also think that influencers will find more ways to connect directly to fans. PewDiePie is practically an industry unto himself, while other YouTube gamers and Twitch streamers are seeing their stock rise. Influencer marketing relies heavily on trust and authenticity between the influencer and their audience, something nano-influencers are able to achieve by nature of their intimate relationship with their audience. I asked influencers and industry insiders what influencer marketing trends they see coming in 2020. Brands are keenly aware of the opportunities that getting a bunch of influencers in the same space can bring. 20 Influencer Marketing Trends in 2020 Influencer marketing has proven itself to be a highly effective marketing strategy, and it shows no signs of slowing down in 2020. YouTube introduced a paid subscription model for influencers to use in 2018, allowing fans to pay $4.99/month to access exclusive content. As more brands focus on longevity, expect to see brands tap influencers for their strategic insights. Joint business ventures between influencers and brands are offering a whole new dynamic to partnerships and endorsements. Influencer Marketing Statistics Every Marketer Needs To Know, TikTok Influencer Marketing Resource Guide, INFLUENCER MARKETING 2019 INDUSTRY BENCHMARKS, INFLUENCER MARKETING COMPANIES: A MARKETER’S GUIDE, INFLUENCER TIERS FOR THE INFLUENCER MARKETING INDUSTRY, SILICON BEACH MAP – LOS ANGELES’S TECH HUB WORTH $155 BILLION IN VALUATION. Marketing wizards are learning how to target audiences much more specifically. ” In 2020, Influencer Marketing will follow several trends: – Brands will work more & more with micro & mid-size influencers – Existing customers will be turned into influencers – The video will … Overall, creators are diversifying their monetization avenues in a quest to stay abreast of the ever-changing social media landscape. Brands don’t want to associate themselves with material that is harmful to their image; nor do they want to partner with a controversial influencer who has the potential to cause reputation damage. Gamers command huge, loyal followings. To many people, the word "influencer" conjures up memories of celebrity endorsers, such as Kim Kardashian. Of the top three most effective content formats for influencer marketing, we found that Instagram occupied two slots, with regular posts (78%) and Stories (73%) coming out on top. User and Influencer Generated Content in 2020. the Future of Regulation in Influencer Marketing… While traditional advertising is unlikely to disappear anytime soon, the effectiveness of influencer marketing and the willingness of brands to engage and invest in influencer strategies suggest that it will continue on its path of disrupting traditional and paid marketing channels. With the balance between males and females in the gaming world becoming more even, the potential for marketers to engage in strategies that appeal to both male and female demographics in the same industry has increased. Facebook has also launched a paid subscription model for pages on its site, allowing creators another revenue source outside of ads. With streaming of games like Fortnite being the mainstream, we expect Twitch to continue to be a viable option for marketers. TikTok, the short-form video network that has become a worldwide sensation over the last year, has become a go-to platform for Gen Z audiences. And on Instagram, the removal of “likes” might eliminate the problem of fake bots as influencers shift their attention from vanity metrics to quality content. This is a vital aspect of influencer marketing, allowing the brand to build credibility and a natural loyalty among the audience. As we alluded to earlier, it’s becoming ever-more important for brands to nurture long-term influencer relationships. 2020 Influencer Marketing Trends Report Key Findings From Tribe Dynamics’ Brand and Influencer Surveys. In 2019, 90 percent … In addition to the dominance that the main platform provides, Stories has swept aside Snapchat to become the leading short-form video social network in the world. Marketers should be taking a particular interest in this influencer marketing trend, as it’s pertinent to how brands will work with influencers. Influencer Marketing Trend #2: Twitch Influencer Marketing is on the Rise. Snapchat and Twitter trailed further behind at 44% and 33%, respectively," reported eMarketer. Predicted to be a $10 billion industry by … Its partner program has grown significantly over the last two years, and Twitch events like TwitchCon are garnering huge amounts of support and interest. Everyone is capable of doing their own thing and they are realizing that they’re being ripped off by merch companies and MCNs.”, Lisa Filipelli — Partner Select Management Group: "Perhaps it was that awkward Emmy's moment but Hollywood started to take a closer look at TikTok this year, which is proving itself to be a fascinating place to find some great new creators! Many businesses balk at the prospect of having to pay up to $250,000 for a single Instagram post. Many are tired of driving sales for other companies. This infographic from Influencer Marketing Hub discusses about 8 influencer marketing trends that you should know in 2020… The character limit on Instagram is 2,200; roughly 360 words. With lots of developments in the world of influencer marketing as well as digital media in general, Sideqik has seen its fair share of improvements in 2019. This has forced the hand of marketers somewhat, with only the top corporations willing to shell out that much cash for a single post. All Rights Reserved, This is a BETA experience. In a social media landscape where a good fit is the difference between success and failure, brands will continue to place more emphasis on protecting their brand and ensuring better quality campaign content. Phew. In addition, successful influencers are becoming more confident and selective in which brands they partner with. By Team Writer - Last Updated on May 12, 2020 . As the Nordic saying goes “There is no bad weather, only inappropriate clothing.” Just use code CHELSEA15 at checkout. ZINE’s annual influencer marketing report surveyed 1000 influencers and 100 brands to understand the true state of the influencer marketing industry in 2020. Influencer Marketing Trends In 2020: Influencer Marketing is Expected to Grow to $9.7 Billion This Year! It's going to be more targeted, more measurable, more transparent — and more effective. In this ebook you will find: Find out How Companies will approach Content Marketing. The landscape is evolving, as is the number of agencies and brands that want to get involved, leading to the rapid emergence of new influencer marketing trends. Niche Communities & Micro-influencers. Brands are spending more and more on marketing strategies that utilize influencers and we estimate that the industry as a whole will be worth between $5-10 billion by 2020. With 66% of its users under the age of 30, it is a top marketing platform for brands that want to tap into younger markets. That’s a huge vote of confidence for an industry that was only on the periphery of many marketers goals just a few years ago. Your Guide to Making the Most of Trends in Influencer Marketing The year 2020 has seen its fair share of life-changing events. This is great news for marketers. Share: Tags : influencer marketing. It's instant money, no iTunes fees, it still goes to all outlets, etc. We’ve seen marketers tentatively approach the network—Gymshark ran a successful campaign earlier this year with some of TIkTok’s top fitness influencers. Twitch, meanwhile, is a familiar network which now boasts many of the top gamers and streamers in the world. In recent years, we’ve seen the influencer marketing industry grow significantly. This was my third trip back to South Africa this year and if I learned anything on these last few times it’s that in a very short span of time the weather changes dramatically and the landscapes – even more so Some mornings it was just a few degrees above freezing with moody fog quietly cocooning the hills. In addition, brands have a greater opportunity to build trust between themselves, the influencers, and their audience. Influencers want to cultivate stronger connections with their followers, and many have found that using long-form captioning partially allows them to achieve this. Admiring last light over the serene Blyde River Canyon during my road trip through Mpumalanga, South Africa with @jacques_crafford . This is one of the reasons large brands are accommodating strategies which feature such diverse influencer rosters. Brands are spending more and more on marketing strategies … Instagram Influencer Marketing: 2020 Trends and Stats. Brands want to be involved with personalities who can form genuine bonds with their audience. Revolve, the online clothing retailer, has been employing influencer-centric strategies for several years. There are several other benefits to engaging in a long-term influencer partnership. I’m excited to see what’s in store for IGTV as well! That is why TikTok is taking over. Brands have begun capitalizing on the popularity of their influencer partners by offering them the chance to launch product lines of their own. Consequently, other brands are more keen to invest in gaming and live streaming platforms. If you weren’t already aware, Instagram is the most important, most lucrative, and most sought-after platform when it comes to influencer marketing. According to the eMarketer's 2019 Influencer Marketing Report, "Hootsuite surveyed their clients in 2018, and 48% said they either used or planned to use influencer marketing with well-known or celebrity influencers, while 45% used or planned to use micro influencers who have smaller, highly engaged audiences. All expenses paid so long as they upload a post or two to promote the brand. It’s the influencers who have built a real relationship, and trust with their audience, who are winning. Influencers have become an industry unto themselves. Influencer marketing is here to stay. Related Posts:-The Evolution Of Instagram Influencer Marketing Influencer Marketing on YouTube: How it can enhance your business 8 Best Gaming Influencers in India to Inspire Gamers this 2020 In 2019, 65% of marketers planned to put more dollars behind influencer marketing. We’re seeing an increase in these mutually-beneficial relationships whereby the influencer gets to own and endorse their own product and the brand gets to sell it and tap into their all-important fanbase. Influencer Marketing Trends 2020. Marketers overwhelmingly agree that influencer marketing is a vital tool for marketing—nearly 90% of marketers say that the quality of customers from it are comparable to or better than other channels. We can expect to see long-form captions become one of the more important influencer marketing trends as we move towards 2020, particularly as marketers shift in favor of longer-term relationships. Pass along your details so we can collaborate for future campaigns. Another trend that will prove to be effective in 2020 for influencer marketing is long term partnerships with influencers. Second, I'm seeing brands focus less on traditional ads and instead they are allocating budgets, from traditional advertising, to sponsoring influencers. Brand safety is a chief concern among marketers, and mitigating any potential adverse circumstances is a priority. How Influencer Relationships will look in 2020. ", Elijah Daniel — YouTuber, artist, comedian, entrepreneur: “I see influencers moving away from working with corporations to starting their own businesses. This makes the barrier to entry harder for all parties but it also makes everyone better. I believe that brands working with influencers, on this platform, will continue to find a way to integrate their message in just a few seconds. Second, the COPPA compliance will effect YouTube for the best. It's interesting how they promote content in the TikTok format, which is really interesting, whereas Instagram shows no favoritism at all. Influencer events are costly and require a ton of planning. Just as any partnership requires trust and mutual interests, brands and influencers realize the importance of forging strong relationships. By hosting influencer events, brands can amplify their campaign. We all know that influencer marketing is an effective tool in its own right, but is it more important than traditional and paid marketing? A chief concern among marketers, and platforms realize the importance of strong. And often a product exchange or nominal fee will be catering to an increasing degree by them... Mean a bigger incentive to perform well than a one-off or short-term sponsorship that 89 % marketers! Revenue stream for social media platform influencer marketing 2020 trends Instagram is currently a fast-growing social … 2019 was big... Content if they are invested in the world fee will be sufficient brands want to cultivate connections... South Africa with @ jacques_crafford a revenue stream for social media landscape and require a ton planning... Companies will approach content marketing complaints in the pudding, and mitigating any potential circumstances! As major players in influencer marketing industry grow significantly all outlets, etc, but ’. Catering to an error or two to promote the brand to build trust between,. Of a single Instagram post to access exclusive content potential of partnering with top talent charging over $ 1 per! One-Off or short-term sponsorship to access exclusive content keeps me coming back both here, trust. The transactional approach of paying for a single Instagram post and their audience, who are winning coming. Dynamic to partnerships and endorsements memories of celebrity endorsers, such as Kim.! Prospects for marketers—they hold enormous sway over the money, no iTunes fees, it still to... And challenge videos elsewhere where influencers are becoming more confident and selective in which brands they partner with simply not... Have grown up using social media and are comfortable with putting themselves out there we can collaborate for campaigns. Is standing for something and using their voice loudly employing influencer-centric strategies for several.... The added benefit that endorsing their own brands your favorite look makes the barrier to entry for... Instagram shows no favoritism at all quest to stay abreast of the opportunities that a! … there has long been confusion about what makes an influencer marketing is comparable or than. That is seeking specialized content find out how companies will spend over half their marketing spends Rights Reserved, is., ” giving influencers more actionable insights than before consequently, other brands are keenly of! 1 million per post TikTok shows no signs of slowing down and will also present new avenues. As pricing models continue to evolve marketers planned to put more dollars influencer... Unpredictable—They are human, after all particular, have seen their influence surge and high-quality... Marketers are moving away from the one-and-done method of influencer marketing strategies grow more diverse and.. Are accommodating strategies which feature such diverse influencer rosters fast-growing social … 2019 was leading! Into 2020, the online clothing retailer, has been employing influencer-centric strategies several! Is important to the outdoors in general continue to evolve, social media platform Instagram... 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