Instagram, the photo site known for its retro filters, is an emerging trend in online marketing.  According to Simply Measured, 54% of the world’s top brands are currently using the site, including Nike, MTV, Starbucks and Gucci. In many ways, the site is similar to Pinterest with one big difference – Pinterest is an open window, Instagram is not.

When you navigate to Instagram.com, this is what you see:

Where’s the link to all these cool, photos that 54% of the top brands are posting? (Let me stop here and say, I don’t use Instagram, so I’m coming at this as a complete novice.) I’m guessing that the only way I can see anything is to download the app and start following people a’la Twitter or Facebook. Granted, a lot of people use the service, but how is this a good marketing tool?

Back in my day, you posted an update to your Facebook fan page and every one of your fans saw it on their newsfeed. There was none of this messing about with paid posts and tags and highlighting. You had something to say, you just said it and people were happy to read it. We also used our phones to actually call people and mail was delivered by a mailman! Those were the days.

It’s time to accept the reality: Facebook post views aren’t what they used to be. Here’s the proof from Socialbakers.

Why is this happening? It’s probably the result of a combination of natural factors – or you could go with the conspiracy theory.