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and better quality content than before (McCracken, 2017b). Eventually, Instagram even changed the notion that only one photo could be uploaded in one post. In February 2017, Instagram added the ability to upload up to 10 photos or videos in one post, creating a mini photo album feel (McCracken, 2017a). Instagram stories were added in August 2016, after four months of development (McCracken, 2017b). While clearly a copy of Snapchat’s “story” feature (Systrom even admitted), it has been hailed by many to have a uniquely Instagram-esque feel with aspects even better than the original Snapchat version (McCracken, 2017b). In both versions of stories, users can upload photos or videos with text, drawings, or filters added in-app that disappear on the user’s profile after 24 hours. The significance of Instagram stories enabling users to share posts that disappear after 24 hours was that it eliminated the need to “create art” (McCracken, 2017b). Instagram users could now share what’s happening with them immediately, in the moment without pressure of a permanent post, while simultaneously overcoming a direct competitor. Snap, Snapchat’s parent company, specifically identified Instagram stories as a copycat that could hurt Snapchat’s own market share in Snap’s S-1 filing for its IPO in 2016 (McCracken, 2017b). While it took Snapchat 5 years to reach 150 million daily active users, Instagram reached 150 million daily active users in just 5 months after its initial release (McCracken, 2017b). In January 2011, Instagram introduced hashtags as a way to explore brands and ideas, open to users and brand campaigns (Van Grove, 2011). The hashtag feature worked just as on Twitter, with the idea of tagging content with the #hashtag syntax for filtering purposes to gain widespread recognition (Van Grove, 2011). Hashtags have their own RSS feed which allows users to explore photos based on theme (Van Grove, 2011). 8PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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