Even blue ticks can be faked on Instagram

The more Elysia Raphael researches Instagram, the more cracks she sees in its authenticity. Here, she asks: how can we tell what’s real anymore?

As a marketer and strategist, I’m constantly researching, testing, auditing, reviewing, testing. It’s what we do, and how to stay ahead in an ever-changing and competitive field.

I do it in all areas of my life – testing various strategies (read: opening lines) for my single friends on their Tinder profiles, or knowing which lane of traffic will move quicker.

I want to know how algorithms work and how collectively people work. Why when I a/b tested a client’s image, did 356 more people click the blue ad over the the green ad? Why do ‘average looking brown-haired women’ perform better on social media than men, blondes or models?

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