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'Rich Kids of Instagram': Your New Guilty Pleasure Online
By: Jennifer Stack
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From the land of Tumblr comes the next big thing circulated amongst digital culturites. “Rich Kids of Instagram” features images from the mobile photo social network with hashtags #rkoi (Rich Kids of Instagram). The setup tells it how it is: “They have more money than you and this is what they do.” It's a pretty straightforward descriptor for a mighty big commentary on the digital social sphere: Could there really be a Tumblr solely dedicated to aggregating visuals from another social network? There is, and it is popular!
Teens on yachts, college kids drinking champagne in mansions, hot cars, and helicopter rides; this Tumblr speaks to three demographics: the aspirational set who live vicariously through these extravagant images, the ostentatious who are screaming at their maids to get better lighting for their #rkoi photoshoot, and then the folks who are just plain aware of all things subculture and memology online.
Produced by Gen Y for Gen Y, starring...You guessed it! GEN Y! This is the site of media buyers’ dreams: cheap space still unpolluted by brands’ noise. Snatch it up, because in another two months this digital gem will go the way of popular Tumblrs This Advertising Life, LATFH (Look At This F*cking Hipster), Kim Jong-il Looking At Things, Hipster Kitty, Business Cat, and all those other fun black holes that consumed too many hours of our lives.

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About the Author
Jennifer Stack is a Social Media Strategist at a digital advertising agency. She was a 2011 Notable.ca YP Social Media Finalist. International Marketing Communication, MA. International Marketing Strategy, MSc. LinkedIn + Twitter.
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