Instagram encouraged celebrities to use the app to document what they saw in their daily lives, taking power back from the paparazzi and controlling their own narratives. But stars posting on Instagram required a careful balance, different from what the paparazzi offered: if celebrities only logged on to post about their upcoming albums or movies, their followers would see their efforts as promotional. If they included that content with organic posts from their everyday lives, they would become relatable, and then their followers would be more likely to cheer for their commercial success.
