At one time, Facebook had been the favored platform for marketers. Companies devoted marketing budgets to brand pages, some accruing millions of followers.
Changes to the system that regulates the Facebook newsfeed have rendered those efforts somewhat ineffectual. Marketers have been vocal in their disappointment with engagement on Facebook, particularly at the fall in organic reach.
Forrester warns that the Facebook-owned Instagram could fall victim to the same issues. As more brands flock to Instagram, it will become more crowded and therefore more difficult for companies to stand out.