"When you factor in everything that goes into producing an image for Instagram—the production costs, the editing time, the talent, the resources—the typical image costs between $250 and $500. That amount of money buys you a pretty nice office chair. Could you imagine changing your office chair every two days? It’d be unheard of."

-Apu Gupta, a co-founder and chief executive of Curalate, writing on the Multichannel Merchant website about “4 Mistakes Brands Are Making on Instagram.” Curalate is a tech company that connects social and commerce for brands.