article_snippet: But it seems these figures drastically underestimate the actual popularity of the site, because these figures fail to take into account a massive audience in China.
article_snippet: One picture can get 100,000 shares - popularity boosted by the 'Downton Abbey' effect .
highlights_snippet: Proved huge hit since it was launched in 2011 with thousands of followers .
  
highlights_snippet: But biggest market is China, where one snap can be shared 100,000 times .
  