As the fourth largest social media platform in the world, Instagram has undoubtedly become ubiquitous with the way we connect, interact and for us as product business owners, how we market and even sell our goods.

In my conversations with other founders and throughout the course of my consulting, the subject of ‘the ‘gram’ comes up with great regularity – there are plenty of success stories to share from the platform, but more often than not it seems that a lot of small businesses have a relatively rocky relationship with the app.

I would venture that, for users, the main issue, as a content-led platform, is that the focus on which content Instagram prioritises has moved on from the humble days of curated image grids, and this will likely continue to evolve as the platform and its competitors grow.

So, in this episode of The Resilient Retail Game Plan I want to cover how Instagram has and continues to change and detail some of the pitfalls of relying on a third-party platform to run your business. We’ll talk stats and look at how MAU (Monthly Active User) numbers and conversion rates play their part in your business’ success and we’ll also ask ourselves some potentially tough questions regarding our need for validation and whether the platform is really to blame for slumps in sales.

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