Four years before Blake Lively realised that wiping her old posts could be a great source of publicity; four years before Caroline Calloway exploded into popular consciousness or Tavi Gevinson meticulously unpacked her own adolescent self-branding efforts, Essena O’Neill deleted her Instagram account. The Australian influencer had amassed 600,000+ followers. She’d been paid $2,000 a post for #sponcon.
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