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Instagram’s Amy Cole explains why ‘community comes first’ as advertising launches in the Middle East

It’s the sheer simplicity that sets it off; two women, dressed in black and white abayas, clutch between them a bunch of white balloons by the shipping containers of Box Park. Yet for her first ever Instagram snap from Dubai, Amy Cole’s choice may seem a little unorthodox given the city’s plethora of filter-friendly landmarks. But having been taken at a recent ‘InstaMeet’ to celebrate the app’s five-year anniversary, the image seems to encapsulate Cole’s assertion that “community comes first” within the Instagram movement.

“It was incredible and literally my first experience in Dubai was going to the InstaMeet and getting to meet the community; they were so welcoming,”


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