Tanned, six-packed Scot Jauncey had moved to New Zealand to be a rugby player before injury forced a change of tack. He founded a healthcare start-up but, in his spare time, also logged the name @beautifuldestinations on just two-year-old Instagram, curating and reposting pictures taken by photographers around the world. That was 2012, and today Beautiful Destinations has nearly 12 million followers, making it the most influential travel account on the grid. Jauncey harnessed Instagram’s globetrotting creative community before the rest of us really realised what that was. There are now also dedicated channels for beautiful hotels, food, menswear and homes, backed up by the mainframe, a juggernaut creative agency taking oldschool brands such as Hilton and Marriott, as well as tourist boards, and showing them how to market themselves in the Insta age. Part of Jauncey’s success is that he is a data fiend; his agency tracks and logs social metrics (likes, follows, comments, tags) minute-by-minute, using them to plot what images work by factors including the colour, percentage size of the person and backdrop. It has made the fight for likes serious business.