Who's running these brand accounts? Apparently, a five-year-old

If you've been scrolling through Instagram recently, you may have noticed something unusual. Brand feeds that are usually filled with polished campaign visuals have suddenly been taken over by blurry selfies, accidental close-ups, fingers covering the camera lens and captions that make little to no sense.

What looks like a social media mishap is, in fact, the internet's latest trend. Sparked by a seemingly innocent post from Saudi abaya brand Sahaba Abaya, companies across markets have embraced the aesthetic of handing their Instagram accounts over to a child.

The trend has since made its way to Singapore and Malaysia, with marketers putting their own spin on the chaotic format. From global names to regional favourites, here are some of the brands proving that sometimes the most imperfect content can be the most attention-grabbing.

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1. AEON Retail Malaysia

2. AirAsia 

3. CIMB Malaysia 

4. FamilyMart Malaysia 

5. Foot Locker Singapore 

6. Grab Singapore 

7. Health Promotion Board Singapore 

8. Jollibee Singapore 

9. Land Transport Authority Singapore 

10. Ministry of Culture, Community and Youth 

11. Oriental Kopi 

12. Pizza Hut Malaysia 

13. Shopee Malaysia 

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