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essentialsInstagram is developing 'Candid Challenges' to encourage spontaneous, unfiltered content and boost user engagement.The feature is heavily inspired by the success of BeReal and TikTok in shifting away from highly curated social media aesthetics.The
Opportunities for Brands and the Risk of Exploiting SpontaneityBrands thrive on relatability these days, and a feature built around genuine, unpolished sharing is practically tailor-made for influencer partnerships and product placements that don't feel like traditional adverts.