Instagram is marketing squared. When it was founded in 2010, it was just a digital photo album for friends to show off cute pictures of their holiday on Crete. Now, the social media platform is an ever-growing advertising and sales platform. Instagram takes totally normal people like us and instantly turns them into important influencers who determine which trends should matter. A small snack bar with the crazily decorated, neon milkshakes can become New York’s most fashionable hot spot overnight. The online community is willing to queue for four hours at Black Tap Craft Burgers & Beer just to be able to post one of the $15 shakes on Instagram – no joke. Whipped cream, sprinkles, gummy strips, chocolate bars, cookies, M&M’s. The milkshakes – which came about completely by chance – look pretty amazing in photos. The owner, Joe Isidori, says “Instagram is the number one. There’s nothing that can hold a candle to Instagram. Except perhaps, if someone were to see me on TV shaking hands with a celebrity while he’s holding one of our shakes. Otherwise, nothing else has a chance against this kind of attention. We’re definitely what you call an Instagram brand.” Although he never set out to do this.