You may have heard the news by now. Instagram, the most engaging platform for brands, announced on Tuesday that they will be adding an algorithm that reorders pictures and videos in users’ feeds based on their interests just like Facebook’s News Feed. Many marketers predicted that this day would eventually come for Instagram, it was just a matter of when.
But wait, what does that mean? Let’s break it down!
Brands will have to step up their content game and will be fighting even harder for their space on users’ feeds, which means more competition. However, if you are creating truly relevant and engaging content for fans, the algorithm won’t hurt your chances of reaching fans. Why? Algorithms were made to filter out the clutter, which in turn also motivates brands to cut to the chase in terms of content. The upside is that people who have similar interests related to your brand have a higher chance of seeing your content on their feeds. But, the algorithm does force brands to rethink their strategies to win their love of their followers on the platform. It’s a matter of deciding whether paying to get your posts seen will be valuable for your brand. Either way, the new algorithm will likely incentivize brands to run posts as ads.
With over 400 million users on the app comes plenty of content. So, it’s natural that organic social content is pretty much dead with organic engagement rates and reach decreasing. What this new algorithm can do is help you tell clients that it’s a must to put money behind promoting your content, or else it won’t be as successful.
FOR YOU AS A USER
Look out for a more personalized feed filled with more relevant posts that you enjoy. The algorithm will improve the platform’s utility, so you’re getting served things that are most useful for you. Currently, it’s unclear how Instagram will prioritize which posts get pushed into news feeds other than that they’ll be based on users’ interests and what they like.
What do you think? Will Instagram turn into the next Facebook and scare users away? Or will brands flourish and utilize the algorithm to their advantage?