cake & socialyse march 2016 instagram update
TRANSCRIPT
What You Need to Know About Instagram’s Personalized Feeds What It Is Currently, Instagrammers miss an average of 70% of the content in their feeds. This means the majority of the content being shared on the pla?orm is not being seen. In order to give users a be@er experience and allow them to view more of the content they care about and engage with most, Instagram is transiConing from a chronological feed to a personalized version. To determine the order of updates in new feeds, many factors will be taken into account, such as the relaConship between the poster and user, Cmeliness, and how likely the user is to be interested in a specific piece of content based on previous behavior. Brand Applica?on On one hand, a personalized feed determined primarily by engagement will likely be posiCve for brands, as branded content typically receives higher engagement than that of the average user. On the other hand, this means Instagram will now have control over what content users see. If Facebook’s algorithm is an indicaCon of how Instagram will determine theirs, it’s possible that branded content may eventually get pushed towards the bo@om of feeds, encouraging adverCsers to spend more on the pla?orm. In response to this update, many influencers and small businesses are urging followers to turn on noCficaCons. Users can turn noCficaCons on or off for any individual account. When noCficaCons are on, users will receive a noCficaCon every Cme that account posts. Encouraging followers to turn on noCficaCons is not a recommended pracCce for brands, as it can become overwhelming to users and may result in loss of interest and followers. Personalized feeds are not expected to roll out for several months, giving brands Cme to ensure their content meets best pracCces and is opCmized for the update. AddiConally, this new feed will not impact paid content. Bring Your Content to the Top
1. Priori(ze Quality Content Stepping up your content game will likely result in higher organic visibility and engagement. Ensure that branded content is of opCmal quality and aligns with Instagram’s creaCve best pracCces. Make sure content is developed with an Instagram-‐specific strategy in mind. 2. Encourage Conversa(on Through Call-‐to-‐Ac(ons Call-‐to-‐acCons have always been a proven method to encourage users to engage. IdenCfy creaCve ways to drive conversaCon by creaCng copy that poses a quesCon or thought. 3. Increase Community Management Keep a close eye on how users are interacCng with your content to create opportuniCes for engagement and increase visibility. 4. Consider Timely Relevancy Although the new algorithm divorces posts from chronology, remaining acCve during Cmes of increased user acCvity (for examples, around cultural events or big moments) can help boost post performance, which will in turn help branded content surface higher in feeds.