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

Finstagram 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!

Here users can be silly, funny and weird ; all the things that they shy away from on Instagram. This is a fascinating insight into how people manage their online selves, but how can brands use it to their advantage? We believe, that like their fans, brands need to start hinting at their true selves.