I own a b2b news company. It's not big, but in the sector it operates it's fairly influential. We never really bothered much with social media. We've recently been doing a more there, and treating it as a content destination, not a promo channel. That works quite well.<p>I don't use a lot of social media personally, but I do use instagram for entertainment, and I very rarely click links or click out of instagram. When people post saying "link in bio" I don't click. When people tell stories and deliver good content within instagram I stay, and I engage. I don't think I'm unusual in that.<p>I think a lot of media organisations still use social media as something to drive traffic, rather than regarding it as a content destination in its own right.