Over the past decade, businesses across the world have burgeoned their presence on social media. It's almost impossible nowadays to go through an app like Instagram or Facebook without coming across an advertisement for a product or a sponsored promotion. According to Instagram's business page, there are more than 25 million business profiles on Instagram and more than 200 million users visit a business profile at least once a day. Social media has become the new TV, and companies are quickly riding the wave.
Within this rapid movement toward marketing on social media, photographers have found themselves at the center the Instagram business wave. Brands are willing to pay photographers who are proficient in Instagram's platform to take eye-catching images that'll help make their business attractive to their audience online. Photographers with large amounts of followers are also presented with the opportunity to get paid by brands simply to just post images of their products to their widespread audiences.
One of the most successful brands to use Instagram as a marketing tool was the watch company Daniel Wellington. The company would send out free watches to photographers who were active on Instagram in exchange for them to post a photo wearing the watch. All of a sudden, hundreds of images of the watch could be seen on Instagram, ultimately proving to be a successful strategy at the cost of nothing for the company. According to a 2017 article commentating on the company's success, Daniel Wellington became the fastest growing private company in Europe growing at a rate of 4,695% from 2015-2017. A couple years have gone by, and now such a marketing strategy has saturated everyone's feed with products and special deals. If Social Media has become the new TV, then sponsored posts on Instagram are the new commercial break.