Are brands misunderstanding Instagram engagement?
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Industry sectors,Internet,Marketing,News,Opinion | No 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\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Balmain shows love for Instagram. Image credits: Balmain and Instagram