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"Data from Tribe Dynamics, a marketing technology firm that tracks influencer impact, shows that consumers at large have not rejected influencer content. Last year on Instagram, likes and comments on influencer content increased by an average of 81 percent and 120 percent, respectively, the company found, but that unpaid content is most effective at driving conversions. For Masse, this means that the app could complement the product content driven by Instagram.

‘My question about that would be how they are supporting the development of recommenders?” said Brit McCorquodale, senior vice president at Tribe Dynamics. “It would be important for an app like this to understand and really cultivate a creator community so they have the tools to access information for their followers.’"