Instagram has rules to prevent the app from turning into a marketing free-for-all. But when it’s raining ad money, who wants to enforce them?
VENICE BEACH, Calif.—On a recent afternoon, a gymnast balanced on his hands atop a third-floor balcony railing overlooking the sidewalk.
A woman recorded the stunt on a smartphone, hoping to capture a this-is-crazy-style video that millions of people will share. That’s the kind of work done all day at 421 Media, a well-funded content firm that produces memes for consumers of Instagram, the social-media platform that in less than a decade has exceeded 1 billion monthly users.
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