> Maybe because he uses it like FB, adding friends
Exactly! I've got PLENTY of friends on FB that don't get followed on Instagram. There's probably a 20% overlap at max. I keep my follow count low and start unfollowing anyone or brands that bore or annoy me.
In that way most of my media posts (which I shamefully admit are 90% my kids being adorable to me only) go to Instagram only or Instagram and shared with FB as well. I NEVER post directly to FB with media.
I think a lot of people who don't see value in Instagram think of it like they do Facebook.
