At Instagram’s massive scale, that 0.00603 percent equates to more than 6 million Insta-celebrities, a majority of them rising to fame through the app itself. For a sense of scale, consider that millions of people and brands have more Instagram followers than the New York Times has subscribers. Marketing through these people, who are basically running personal media companies through tastemaking, storytelling, and entertaining, is now a multibillion-dollar industry.
