While surveys show Instagram users are highly averse to the idea of advertisements appearing on the service, actual users are responding enthusiastically to Instagram campaigns from brands that include photos shot by the network's most popular photographers. Mercedes-Benz USA nearly tripled its following when it commissioned photos of its CLA model from five top users, and the number of photos multiplied by the number of Instagram followers who might have seen them is the potential equivalent of getting tens of millions of ad impressions, according to Mercedes-Benz social media lead Mark Aikman.

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