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The first rule of Instagram marketing? Don't hype your own products

from Inc.

It's hard to imagine the leather goods company ThisIsGround ever being baffled by Instagram. Its photos are genius, the lighting hits its wallets just right, and the products are arranged with the reverence of a scrapbook. It's like a portal into creative director Mike Macadaan's mind, though he freely admits he's still learning. Clearly the brand is doing something right — it has 11,904 followers and counting, and receives 45 followers and 500 likes per post on average. And that's even for product previews that offer a look at new designs but no launch date or any other details. more

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