Instagram turning into a magnet for brands of all ages, sectors and sizes

Type ‘Instagram Masterclass’ into the internet search bar and within seconds watch your screen turn into a sea of links—to courses, fashion and style videos and beauty tutorials. From start-ups to established labels in businesses as diverse as education and fashion, there is a race among brands of all sizes to become Instagrammable. What makes the photo-sharing platform such an attraction? Marketers say they are drawn to the vast millennial audience that the platform serves up. Also product discovery is easy, engaging and effective. Gautam Reghunath, EVP and branch h.....

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