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Whether it is your product “in the wild,” clever behind-the-scenes shots exposing the creative process, or interaction with your community or the public, Instagram proves that a picture is worth 1,000 words.

Forward-thinking fashion companies like Bonobo, Warby Parker, and Free People allow followers to “participate in the story,” by utilizing hashtags to create virtual catalogs featuring real customers-turned-brand-ambassadors.

Here indie fashion fan Christina McCurdy models voluntarily for Free People using the hashtag #fpme:

Virgin America connects across a wide range of emotions with clever in-transit shots and candid celebrity passengers. This recent shot of founder Richard Branson with Nelson Mandela was posted just after Mandela’s death, and connected followers to Virgin Unite, the company’s nonprofit foundation.