Why content curation rules social

Luxury brands are leaning into curation. From Instagram Guides that aggregates content from their own feed or other users, to stores selling other brands, the future is sharing values.

Gucci, Burberry and Prada are exploring the potential of Instagram Guides, a new feature introduced in November, enabling the posting of longer-form content beyond a single photo or video. Guides can also include commentary or tips alongside media or create galleries.

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