What happens when nature goes viral? Horseshoe Bend used to be a little-known roadside view of the Colorado River in Page, Arizona. But over the past few years, the spot has witnessed a dramatic increase in popularity. The main culprit for that uptick? Instagram. It’s now one of many hidden treasures across America that have become too popular for their own good — requiring extensive redesign to protect the visitors and the environment. With visitation at a record 84 million in 2017, America’s national parks are more popular than ever — and social media is rewriting the rules of how and why people visit them.