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Growing number of users making career of photo-sharing hobby as brands see app as gateway to younger audience

Seen through the filter of Instagram, the world is a beautiful place: high-contrast blue skies; sepia-tinted sunsets; exquisite plates of food and raindrops sliding down windows in perfect formation. It may be a manipulated perspective on life, but 200 million people across the world now use the photo app, sharing 60m pictures a day. Yet for some users, Instagram is generating more than appreciative likes and comments as they document their lives, travels and eating habits on their smartphones.


From Nike to the Namibian tourist board, brands and organisations are turning to the most followed users in the pursuit of a broader and younger audience – and are paying handsomely for their services.


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