Online platform Imgur is rapidly evolving from a simple image host to a huge and highly sociable user community – and brands are taking notice. But how will Imgurians respond to brands engaging with them on their own turf?

To promote its new Spring collection, Gap has created a three minute love story for Instagram. A new 15-second episode is released weekly until the launch of its upcoming line. But do Gen Y and Z really prefer short and snappy content? And who wants to watch an ad from Gap on Instagram?

Have you ever layered up a few coats of Trust Fund Beauty nail polish? It comes in plenty of shades, from ‘Boy Tears’ to ‘Insta-famous’. It's one in a number of Insta-born beauty brands that are stocked at # – a New York-based beauty store that only stocks products sourced on Instagram.

In a quest to reach Gen Z, Benzac Acne Solutions has createdThe Benzacs– an 'Insta-dramedy' that follows four high schoolers and their teen dramas as they strive to be cool while being true to themselves. It's got all the makings of a John Hughes film but in the form of 15-second videos.