For brands looking to reach Millennials – the largest generation in the US with an annual spending power of $600 billion – they need to look to Instagram, the most popular social channel for Millennials. Like Generation X before them, Millennials are wary of ads, particularly in their social feeds. They are, however, more likely to purchase products and services based on trusted recommendations from friends and people they follow, whether they’re famous or just Insta-famous....

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