Instagram has been testing hiding likes in several countries, including Ireland, as well as Australia and New Zealand.
It's not uncommon for an Instagram post from McAllister, a 23-year-old photographer, to rack up more than 1,000 likes. One breathtaking photo of a Venice, Italy canal shot from above received nearly 6,000 likes. Another shot of the Eiffel Tower topped 4,000. With that level of engagement, he's managed to build a side hustle, doing work on paid campaigns for companies such as airline Aer Lingus and an energy drink maker.
At the heart of this industry is a simple premise: people can turn their popularity into profit. Sometimes, a lot of profit. The most highly-paid influencers such as Kylie Jenner can make more than $1 million per Instagram post, according to one report. Brands will often partner with social media stars on sponsored Instagram posts to reach that person's unique audience.
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