Looking over your Q4 reporting, you’re likely seeing a potentially startling trend: a drastic decline in follower growth, impressions, and engagement on Instagram. It’s not just you. We’ve noticed similar declines across profiles we manage, and even on my own account. So, what gives?

While much of the press said this year’s Super Bowl spots were better overall than last year, it’s not official until some Reuben Rinkers weigh in. Although AI was featured prominently, with mixed results, and simple messages seemed to win the day. Thank goodness.

Here are a few takes on our best and worst picks.