Instagram Is Now a Pay-to-Play Platform (Study)

Instagram has gone from one of the most “viral” social networks to a pay-to-play platform during the year. That was the conclusion reached by social analytics and reporting firm Locowise in its 2015 year in review.


Instagram has gone from one of the most “viral” social networks to a pay-to-play platform during the year. That was the conclusion reached by social analytics and reporting firm Locowise in its 2015 year in review.

Locowise found that follower growth and engagement on the Facebook-owned photo- and video-sharing network declined throughout 2015, although the former remained stronger than Facebook or Twitter.

Findings shared by Locowise included:

  • Follower growth of 0.23 percent in December was down 88.21
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