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In case you haven’t been seeing enough pictures of food in your Instagram feed, expect to see a lot more of them for the next 12 months thanks to Applebee’s. The restaurant chain is forking over its account to diners who share pictures on the social-mobile app.
While more brands have been stocking up on user-generated and influencer content the past few years, Applebee’s latest campaign is an interesting example of a marketer going all in on the tactic to fuel its social strategy.