Instagram made an official finsta. Gen Z has had finstas for years, posting for a smaller following with no filter the same way they can on private stories, on the grid. But the brand itself has been silently running the account @notfit4main since October, with posts from Meta employees and even celeb cameos, gaining an inner circle-like following of 17K without promoting it. It was only confirmed last week that it’s an in-house account, but now the creative lead behind it is revealing their intentions. Just like celebrities running side accounts for more casual content the way any average finsta user might, the Instagram team was after having more fun with their social presence. And while it’s supposed to be more “spontaneous,” some of their early text-post style memes were made on commission—so the strategy is clearly being thought out. (Inc.)
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