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Insta fraud: are you really looking at a story?

Before you swipe up on a story by one of your fave instagram accounts - you might want to check if the link is actually posted by them.

I was clicking through Instagram stories this morning and watching ones by the lovely Lauren over at Hunters and Heels and saw a story about a new service to try. I clicked past it at first, but given my line of work I'm always interested in start ups so I clicked back to see if this was a new venture Lauren was launching. It didn't say it was hers, it wasn't marked as an ad - it was a little vague to be honest - and so something made me glance up to the top left of my phone to see who the story was from - and it wasn't Hunters and Heels.

Instagramers often have a style, or a grid aesthetic. Lauren's is sophisticated with neutral muted colours, and shots can often include neatly manicured hands with a cup of coffee.

Insta fraud: are you really looking at a story?


Her stories follow a similar vibe, and for text she'll often use the block undercolour option in a hue that matches her grid:


Insta fraud: are you really looking at a story?

So when this story came up immediately after hers, it matched very nicely! 

Insta fraud: are you really looking at a story?

But it wasn't from Lauren - it was from The Good Trade. Their grid isn't a million miles away in colour, but it does - to me - have a slightly different "feel" to their story so that does make me think that this ad was intended to appeal to followers of Hunters and Heels.

Insta fraud: are you really looking at a story?

I asked Lauren and the "ad" wasn't a collaboration so I think it was "clever" marketing by The Good Trade, and just a reminder to be aware when you're swiping and clicking around on the Internet. 

by Lisa

Lisa has been planning, designing and building websites for companies of all sizes for over 18 years. Nowadays you'll mainly find her wireframing and then designing complex sites over at 18a to make sure they flow well to give the user the best possible experience whilst providing great ROI for the client. She also teaches SEO (search engine optimisation).

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