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Love is branded content.

The Cut recently noticed a peculiar trend from Instagram influencers: an obsession with itcouple Blake Shelton and Gwen Stefani.  

Reality TV stars Becca Tilley (The Bachelor) and Stephanie Pratt (The Hills) recently posted very similar and out-of-place posts, within an hour of each other, highlighting the celebrity couple. They both also curiously linked to the same iheartRadio performance of the two. 

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The Cut notes it may not have been Shelton or Stefani's teams who brokered the sponsored social media posts -- it could have been iHeartRadio or Honda. 

Here's the duet in question: 

But the two Voicecoaches have been incredibly public about their newfound love, so perhaps an ad was the only appropriate way to say "I love you."

Stefani also posted a handful of pictures -- hopefully unsponsored -- of her and her beau from the Billboard Music Awards (where they also performed together). 

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