That was the question asked of me by Campaign Magazine recently.
They’ve quoted me a bit differently, and I look like the school bully in the picture they’ve used, but what I actually said is this:
In the past two years we’ve seen a decline in organic reach and engagement rates on Facebook, despite an average 8x uplift on image posts. This has led to many advertisers investing in an image-based content strategy in order to affect this downturn in performance. Contrast this with the astonishing levels of unpaid engagement enjoyed by brands who joined Instagram early, leaving many of those still wedded to paid-for Facebook communities looking forlornly across the void. We welcome Instagram’s announcement of an ad product rollout for the UK, which offers some assurance that brand imagery will reach more of its audience since lost via Facebook.
Here’s the link. What do you lot reckon?