a passive experience. you don't really have a specific goal when you go to instagram. your goal, really, is to be entertained in the two minutes you're waiting for the bus to come or the microwave to beep. and that makes you really susceptible to manipulation. that means that whatever is thrown at you, you are willing to accept in the name of entertainment. you may be shopping online for more than just products. now, the 50 million people around the world who consider themselves creatives want you to pay for their content. traditionally, if they weren't plugging brands, they were not earning money. and the last year has meant more have realised they need their audiences to pay them directly. the coronavirus pandemic was a wake—up call for a lot of people who realised that they needed to come up with a different way to make money, if it wasn't going to be working at a cafe or running their hair
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