Lil Yachty's Instagram Stunt Proves the Power of Inclusive Campaigns

Rooting work in the community is crucial to success, Instagram and Wieden+Kennedy leaders said at Social Media Week

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Last year, rapper Lil Yachty made the unusual move of adding his 11.3 million Instagram followers to his Close Friends list on the app. 

His fans were confused, wondering why a globally famous figure had invited them into an intimate circle. Lil Yachty posted on Instagram as if only his closest friends were watching, becoming one of the most talked about phenomena on the internet. 

To this day, many of Lil Yachty’s followers haven’t realized that his strange behavior was part of an Instagram campaign promoting the Close Friends feature to Generation Z

In an era when marketers are more aware of the importance of reaching diverse audiences, Instagram’s campaign resonated because it was “rooted in the community,” said Arinze Emeagwali, brand marketing lead at Instagram, at ADWEEK’s Social Media Week in New York on Wednesday. 

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