The document discusses how brands and Instagram influencers (IGers) can collaborate effectively. It notes that Instagram has over 400 million users and works well for brands to reach new audiences, build credibility and reputation, fuel other platforms, and amplify existing activities. However, it does not work as a substitute for a digital strategy, to fill marketing holes, or for inauthentic activities like buying eyeballs. The document recommends having a plan, measuring results, and using tools. It provides tips for storytelling, including keeping stories relevant, structured, passionate, and edited in an authentic voice. It highlights two of Pixar's rules of storytelling about telling stories that matter and are interesting to the intended audience.