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Social networks are becoming more and more popular. People are relying more on social media nowadays due to the pandemic. During this time people are using Instagram as a source of their business.  According to Jens (2020), more than 80% of the 4.66 billion people on earth with internet users are social media users and it is expected to grow. The instagram influecer marketing industry is valued at $1.7 billion dollar. Online-based marketing / digital marketing is growing at a full pace because of a huge online audience. Many big companies, from food, manufacturers to large automotive companies, actively communicate with customers through social media. There is a wide scope when it comes to digital marketing. Digital marketing will become the most effective way of marketing in the future. But there are vital changes in digital marketing, a digital marketer has to be agile, smart, and adapt to the new changes. The media is mightier than the gun. People can spread any news or information within minutes to the world and the problems can be solved.

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Almost everything in this world has a positive side and a negative side. Instagram helps us to connect with people yet some people feel disconnected especially teenagers. The most negative occurrence after the popularity of Instagram was the sudden surge of teenage celebs. Everyone wants to become a celeb overnight and many people tend to create fake life, which they share on Instagram to become famous. This need for attention and fame is really toxic, and teenagers are affected by it. Instagram is highly addictive and it consumes a lot of time. Teenagers and young adults are mostly associated with a high level of anxiety, depression, and online harassment or bullying. Another issue with Instagram is that it's easy for teenagers to compare with other's life. But things that are shared on social media are not a reflection of real life. This comparison to unrealistic ideas often results in low self-esteem, self-doubt, poor body image, and fear of missing out. There are also unregulated/scam advertisements on Instagram.

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Instagram is highly helpful for society, it allows us to connect with people. On Instagram, there are currently one billion monthly active users and it's still growing. Instagram has a large audience so it is used for promoting business. Instagram is very easy to use its visual, simple, and its attracting young generations. Instagram is the home of micro-influencers and content creators. These micro-influencers collabs with influencers having more followers to boost their page/profile.  People promote their own brands or products through Instagram. Any user can create a business account to start their own business.  There is more than 25 million business profile on Instagram. Instagram is highly used for marketing because it has a large number of users. That’s why small businesses and large companies are using Instagram for their marketing. Instagram does have paid promotions options for people to expand the business and catch the attention of the users. By creating advertisements people can target specific demographics and locations. These sponsored ads/paid promotions will reach out to other users outside of one's followers.

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The digital media I have chosen is Instagram. I have chosen Instagram for my research because it is one of the most popular social media platforms to date.Instagram is a free social application available on smartphones. People use this app to upload photos and videos. Instagram was created on 6th October 2010. It was founded by Kevin Systorm. This photo-sharing app has become world-famous taking over a billion users. The main features of Instagram are photo posts and video posts. Every person has to create an account for posting photos and videos. They can also add their daily stories and highlight their stories in their profile. Instagram has become a global sensation with more youthful users falling in the age range of 18-34. Users can also sync their photos to other social networks like Facebook, Twitter, and flicker.