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Why brands and influencers love Instagram Stories

Influencers cite Instagram Stories as their second-most popular social media place for sponsored content after their Instagram news feeds, per Activate, and brands including Simba and Zalando are investing more in the feature and seeing positive results. Content on Stories is not as "polished or as 'fake,' it feels more real and that's why customers want to shop there," says Zalando's Stephanie Walravens.

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