Around 55% of Instagram’s 24 million monthly users in the UK fall into the 18-34 age bracket. That’s around 13.4m people. Establishing who your audience is: relatively simple—it’s the ‘how’ that businesses struggle with. How do you reach these young people with content they actually care about? IMJUSTBAIT, launched by 22-year-old Anthony Robb (aka ‘Antz’) in 2014, certainly has an answer for that. With over 4.7m followers, IMJUSTBAIT has become the go-to Instagram account for young people—in six years, Antz’s page has accumulated more Instagram followers than 13 Premier League clubs, and twice as many followers than the four major record labels combined.