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“For the younger generation, those rules don’t apply at all.”In fact, many teens are going out of their way to make their photos look worse.Huji Cam, which make your images look as if they were taken with an old-school throwaway camera, has been downloaded more than 16 million times.According to Taylor Cohen, a digital strategist at the advertising agency DDB, the Instagram aesthetic’s saturation point came sometime in mid-2018.“It’s not the same as it was even a year ago,” she says.While Millennial influencers hauled DSLR cameras to the beach and mastered photo editing to get the perfect shot, the generation younger than they are largely post directly from their mobile phones.“Previously influencers used to say, ‘Oh, that’s not on brand,’ or only post things shot in a certain light or with a commonality,” says Lynsey Eaton, a co-founder of the influencer-marketing agency Estate Five.“You don’t have to think about colored walls, the filter, or the people in the background in the way of your perfect candytopia photo,” she says.As the ideal Instagram look shifts, brands are, as ever, eagerly trying to catch the next wave.

She says wall photos had become boring to her audience anyway, who are more interested in entertaining Instagram Stories than flat photos.

Whereas Instagram started as a purely visual feed of filtered photos, it has morphed into a messy, tangled social network where photos fight with stories, IGTV, GIFs, and video clips for attention.

For many users, a photo itself is just a way to vent in the captions or comment section.

“For the first time, influencers are coming up against this problem of, ” A year ago, an influencer could post a shot with manicured hands on a coffee cup and rake in the likes—but now, people will unfollow.

According to Fohr, 60 percent of influencers in his network with more than 100,000 followers are actually losing followers month over month. “If you’re an influencer [in 2019] who is still standing in front of Instagram walls, it’s hard.”The platform itself could be partially responsible for how things have evolved.

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