Things you can count on in life; death, tax and things always changing on Instagram.

We roll our eyes and roll with it, usually. But there was something about Insta boss @mosseri's recent video declaring 'Instagram is no longer a photo sharing app' that was triggering even for me - a total video convert and preacher (watch it here).

It's been rumbling around in my brain since, and reckon I've found some clarity of thought over this balance we must strike between - holding firm to our own priorities and playing the Insta game if we want to build an audience there.

Listen and tell me what you think at @_helen_perry_.