Screen Shot 2015 12 21 at 3.03.59 PMFrom @nikewomen.Instagram screengrab

A staggering 31.6 million people follow Nike on Instagram. 

According to the Iconosquare index, that's more people than any other brand, including Victoria's Secret. Nike even edges out Rihanna on follower count.

We spoke with two of the most knowledgeable folks in the content strategy game  Laundry Service CEO Jason Stein, who works with Nike on Instagram strategy, and Huge Inc. digital strategist Tyler Starrine  to understand how Nike became the world's most-grammed brand.

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