Among social media platforms, Instagram surely stands out as one of the more curated channels of corporate communications. In contrast to the rough-and-tumble of Twitter, the visual chaos of Facebook, and the C-suite buzzwords of LinkedIn, it’s the closest social-media analogue to the glossy white pages of magazine advertising — a powerful platform for companies seeking to make a striking statement, and a problematic one for those hoping to keep a low profile while remaining relevant.

the urge to not be perceived as being on 'the wrong side of history' while also staying on brand results in an awkward fusion of virtue signaling, corporate restructuring, and allocation of funds to organizations deemed appropriate given the crisis at hand. with the most successful brands it seems that sincerity is the highest valued gain they can make out of these gestures.