I think the more you’re unable to grasp the concept of Instagram collaborations and ads, the more you get worked up. They are being paid in exchange for content. It’s advertising. As in “ad”. These social media ads come with contract, terms and conditions, a full brief. It’s unlikely they get paid money, apart from celebs. Instead the products for them to try, review and promote on their accounts is the payment. It seems like it’s ‘free’ but it’s not. It’s simply another form of advertising, it’s perfectly legal, and one of the differences is these big brands are not forking out millions of pounds on models. Just regular real people that their followers can relate to. Why not moan about the brands chasing Instagram accounts for collabs? Surely there’s a reason why they’re always willing to send their products to these accounts, right?