In 2011, Murad Osmann posted an Instagram shot of his girlfriend leading his hand through a door in Barcelona. That photo led to a project that has brought them millions of followers, a book deal, and a TV show. But how exactly did a few holiday pics launch such an influential travel brand?

People are reluctant to trust a brand’s glossy, photoshopped images of products, but the opinions of strangers on social media hold a lot of sway. With peer influence driving the bulk of purchases, the approval of a social network is outdoing desire stirred up by the ad world.

Travellers are turning away from tourist traps and opting to find more authentic experiences in local cultures, with the wealth of information posted by social media users on holiday serving as an invaluable resource. How can countries and companies use these channels to their advantage?

People are story-telling creatures, and with the help of social media, the way we tell those stories is constantly evolving. Now, Instagram has introduced a new storytelling format for its platform, allowing users to share up to ten pictures and videos in a single, swipeable post.