Just this week, social media giant Instagram announced its new “Shop Now” feature, taking a page from its parent company, Facebook, and connecting its 300 plus million users to the products of its advertisers directly. This is one of the more significant examples of the partnership between the two industry leaders as James Quarlesm, head of brand development, told Adweek recently. “We have benefited greatly from being a part of Facebook. It would have taken us years to build this tech stack for ourselves. So, we’re fortunate to be able to take select pieces of Facebook’s tech stack.” Already the app of choice for many brands within the fashion world, this is appears to be the market shifting away from the concentration around individually paid bloggers, and towards a more accessible button that users can click to connect with the featured item themselves. This is the future.