Instagram’s New Relevancy Algorithm-Based Feed
Instagram is one of the most-used social media platforms nowadays. It has also become a staple when it comes to advertising and marketing brands or businesses in the digital world – most especially for design, fashion, and retail industries. It is the only huge social network left that doesn’t use relevancy algorithm-based feed – but that’s until a few weeks ago.
Through their blog, Instagram announced that it will be changing its main feed from being arranged in a chronological order to an arrangement based on relevancy. Although the changes will not be rolled out until sometime soon, the announcement met criticism from most of Instagram’s 400 million users.
With this upcoming change on Instagram, how do brand accounts like ours handle it? Well, let’s dig deeper.
As you probably know (or don’t), Facebook owns Instagram. Thus, the new feed algorithm of Instragram will be revised to make it somehow similar to what Facebook has as of now. Meaning, photos and videos will be ordered based on the odds that it will create engagement with the user. All the posts from a followed account will be there, it’s just that they won’t be ordered chronologically but through relevancy to user’s interests instead.
For example, if you positively engage a lot of content from one account, posts coming from that certain account will be on top of your feed, those that you least interact with will fall way below your timeline.
What are the pros and cons?
It is evident through all online news outlets that most users are against this. But let’s be honest, Instagram has their own valid reasons, so let’s weigh the good and the bad.
First, the pros. With this change, users will be able to see and engage the content that they want and it’ll save them time when browsing. All in all, a better experience for users. As for marketers or brand account managers, it’ll be easier to target specific set audiences, gather feedback regarding posts, and measure the effectiveness of campaigns. This means marketers have the chance to be more savvy and creative with posts.
Second are the cons. As for users, there is the chance that they’ll miss some posts on their feeds (which is what the sceptic users are pointing out now). Items that get more engagement will be prioritised –meaning there is a chance that an interesting post might be buried under the feed as it didn’t made any interactions. In the side of marketers, promoting their posts might be difficult with the ne algorithm – especially for new businesses or brands. Attracting followers or post engagers may rely solely on doing paid ads, which can be frustrating given the additional costs especially for those with budget constraints.
How to win over this change?
Well, weighing the pros and cons, there is one thing that will surely enable marketers or brand account owners to make the new algorithm work to their favour – that is to choose content that is relevant, shareable, and trendy. This means choosing quality over quantity and knowing your audience more.
If possible, you can mix it in with some paid ads every once in a while. Just be smart on how to manage your ads and of course your budget. With a little bit of analysis, you can maximise your social marketing efforts and eventually reach your goals.
Are you using Instagram for your business? If so, then we hope that the pointers that we have shared above can give you an idea on how to go about with the recent timeline change. You can also contact us if you want to know how we can further help you.