The rapid growth of Instagram has resulted in more than 400 million monthly active users and a whopping 70 million photos shared on the platform per day. That’s a lot to miss out on – and no one wants to experience FOMO.
A new algorithm change being slowly rolled out by the social media platform will reduce users’ fears of missing out. Essentially, Instagram now shows what it believes users will want to see based on the length of time they’ve followed a person or brand as well as previous and current comments, likes and posting frequency.
What this means for individuals is a more personalized, targeted user experience. More best friends’ newborn baby photos, more weekend reunion photos… you get the gist. It means a decrease in bad food pictures, Taylor Swift fan-girling and miscellaneous cat montages… unless that’s your cup of tea.
Brands, on the other hand, are terrified that this may signal the death of organic social impressions and that they’ll lose the reach of a previously reliable marketing channel, much like they did with Facebook when the site essentially made them pay for advertising so their posts could be seen. A valid concern considering that Facebook actually owns Instagram.
The general consensus seems to be that larger and more visual brands (think Patagonia, Nike, National Geographic) will be relatively unharmed by the changes, and may even benefit, while smaller and lesser known brands will be forced to become creative in their posts and rely on a loyal following that consistently engages with their content.
We’re always sharing interesting and engaging client updates and office happenings on our own Instagram profile. Make sure to follow us at @Dittoe_PR or request a consultation if you’re curious about how social media can tell your brand’s story.