Illustration: Rebecca Zisser/Axios

Millions of dollars are being spent across apps, sets and props to help people project perfectly curated images for Instagram photos, Boomerangs and stories.

Why it matters: Instagram has exploded as the primary visual medium for social networkers around the world, with more than 1 billion users worldwide. Companies, influencers and everyday users are willing to pay big bucks to look their best.

By the numbers: In 2018, about 53% of the U.S. social network users will access Instagram at least once a month — a number expected to grow, per eMarketer.

  • Instagram has become central to public images, even for youth. Instagram usage among teens in the U.S. is growing at the fastest rate, according to the latest survey from Piper Jaffray.

Creators of Unfold, an app that makes Instagram story templates, has proved that users are willing to pay for flawless Instagram story design.

  • With 11 million users, at a rate of 100,000 app downloads per day, the company is set to bring in $2.6 million in revenue for 2018, per Fast Company.
  • Celebrities have driven the app's popularity. In-app purchases with new templates and designs help with retention rates, a challenge app developers have, CNBC reports.

Instagrammers are paying to wait in line at Instagram Museums, which are well-lit, aesthetically-pleasing rooms with props — a perfect recipe for candid photos on social media.

  • In New York City, people are paying $45 a ticket to wait in line at the Rosé Mansion, a pop-up set up for luxurious photo-ops.
  • The Museum of Ice Cream in San Francisco, 29Rooms and the Color Factory both in NYC are also popular photo-taking destinations.

Some companies are tapping into the popularity of Instagram stories and the purchasing power of celebrities and influencers who have large followings.

The bottom line: Businesses like Unfold are partnering with Instagram for a more seamless interface. Though Snapchat has the highest usage among teens, users are adopting Instagram at a faster rate.

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SurveyMonkey poll: Trump improves, but not enough

Trump and Biden during the final debate. Photo: Xinhua/Liu Jie via Getty Images

President Trump's final debate performance exceeded Americans' expectations, but it wasn't enough to shift the dynamics that left him trailing Joe Biden across most measures, according to a new Axios-SurveyMonkey poll.

What they're saying: "Liar" was the word used most by debate watchers to describe Trump's performance, followed by "lies," "strong," "presidential" and "childish." "Presidential" was the word used most to describe Biden's performance, followed by "liar," "weak," "expected" and "honest."

Hunter Biden saga dominates online debate

Data: NewsWhip; Table: Axios Visuals

The mainstream media turned away. But online, President Trump's charges about Hunter Biden were by far the dominant storyline about the final presidential debate, according to exclusive NewsWhip data provided to Axios.

  • Coverage of business dealings by Joe Biden's son — and pre-debate allegations by one of his former business associates, Tony Bobulinski — garnered more than twice as much online activity (likes, comments, shares) as the runner-up.