Brands' Instagram posts draw mixed signals from users

Brands including General Electric, Levi's, Lexus and Ben & Jerry's have advertised on Instagram, with some brands netting thousands of followers. However, many users are responding to advertisers' Instagram posts with negative comments, and brands are closely monitoring the return on their investments, Cotton Delo writes. "Instagram will now be charged with explaining what value those likes and follows actually yield," Delo writes.

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