Instagram and Bluesky FAQ
We are critical of the power wielded by global tech giants. More than 80 percent of all digital advertising revenue in the Netherlands goes to foreign tech companies. As a result, media outlets are losing their audience, as well as part of the revenue model that funds journalism. And on social media platforms like Instagram, algorithms often determine what you see, without any editorial accountability.
The fact that we’re here anyway is a source of friction. We know that.
Why are you guys (still) on Instagram?
In our view, the most important issue of our time is this: Will we still have an independent and diverse media landscape in ten or twenty years? Many Dutch people are concerned about this. Through *Het Grote Mediadebat*, we’re already bringing this conversation to a broad audience. Through Instagram, we want to reach people we wouldn’t otherwise be able to reach. Our decision to use a Meta platform was a deliberate choice. Precisely because so many people get their news from there, we want to have this conversation there as well.
Are you active on other social media platforms as well? If not, why not?
In addition to Instagram, we’re on LinkedIn and on BlueSky. That’s a deliberate choice. We’re a small team, so we’d rather do a few channels well than do a little bit of everything. On Instagram, we reach an audience that we haven’t yet been able to reach effectively through LinkedIn and BlueSky. Our decision to use the Meta platform is a conscious choice, not a given.
Other organizations are actually leaving these platforms. Why are you joining them now?
We understand their decision. But when you leave, you make room for others. We’d rather explain how the media and Big Tech work right where it’s happening.
What kind of information do you share on Instagram?
We make major issues related to media and democracy accessible to a broad audience. We do this, among other things, by sharing the key insights from our research and projects in a concise and clear manner, by explaining current developments in the field of media and democracy, and by showcasing what we at SDM stand for.
Do you pay Meta for ads?
No, we don’t pay Meta to promote our posts. That’s a matter of principle. Big Tech rakes in about 80 percent of online advertising revenue in the Netherlands. That money doesn’t go to the journalists who produce the news. We don’t want to contribute to that. Nevertheless, we are aware that Meta also profits from the attention our posts attract. We therefore view Instagram as a conduit.
