So, what is it, why does it exist and how can brands make it work for them?

Finstagram is the combination of the words “Fake” and “Instagram”. But it isn’t a knock-off site, it’s actually a phenomenon playing out on Instagram itself.

Since the photo-sharing app became so rooted in the curation of a visually perfect life, posting a picture became a bit of a stress. Every photo had to be so painstakingly considered that people couldn’t be their real selves. Enter Finstagram, a second Instagram account that users have that expresses a more authentic and transparent version of themselves.

On their “fake” account users can be silly, funny and weird ; all the things that they shy away from on their (Rinstagram) real Instagram. This is a fascinating insight into how people manage their online selves, but how can brands use it to their advantage?

It’s crucial for marketers to understand that the relationship users have with social media is as important as the changes that programmers make to its algorithms. We believe, that like their fans, brands need to start hinting at their true selves