He adds: “The more we see something the more it gets into our head. If you’re thinking about where to travel and you’re seeing people repeatedly going to the same place it has a huge impact on you, and no other outlet has that effect.”By providing a platform from which anyone can develop an audience, the app has also had a democratising effect on a particularly elite genre of photography - elevating some photographers, who previously may never have had their work seen, to almost celebrity levels of exposure. Travel and nature photographer Konsta Punkka from Helsinki is one of a growing number of photographers whose career path has been shaped by Instagram. He started posting pictures of squirrels to the app three years ago, “to beat the number of likes on my friends’ selfies”. Now, aged just 21, he has 384,000 followers and a constant stream of work from tourism companies running Instagram campaigns. “I had no idea what the app could actually give me,” says Punkka, who is travelling from one destination to the next until Christmas. “Pretty much 80% of my jobs are in some way related to Instagram.”
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