Social creators, managers, and consumers are aware of the change that is part of the social media experience. Some enhance the user experience, and others cause ripples of discontent.
Spoiler alert: if you are a smaller-scale creator posting original content on Instagram, this latest platform update is one you will want to celebrate.
Meta has shared that one of its focuses is connecting with creators and showcasing their work, and now it has declared that Instagram’s algorithm will prioritize original and emerging creators.
Head of Instagram, Adam Mosseri, states, “Smaller creators historically haven’t gotten their fair share of reach on Instagram, and we want to change that. So, we’re changing how we rank recommendations to give smaller creators a better chance of breaking through. We are rolling this out slowly, but hope smaller creators start to see the benefits over the coming months.”
Here are four things to know about the changes (as of now):
- Instagram accounts that repeatedly (defined as 10 or more times in the last 30 days) post content from other users without adding their own flavor or perspective will not be shown in the recommended content for different users.
- Instagram will roll out labels on reposted content to direct users to the original content.
- Instagram will swap recommending reposted content with the original content where content is recommended.
- Smaller creators will be boosted as all new content will get more initial reach.
Fantastic news for creators!
How can you take advantage of these changes, particularly as a minor creator or brand ready to harness the power of social media? Let’s break it down.
- Get creative: We consume thousands of pieces of content per day, and social content in particular, has a short life cycle. Remember that trend that was fun on Monday? Come Friday, 10 more have replaced it. This is a great opportunity to branch out and try something new. If it works, amazing! If not, you have the space to get back out there again.
- Establish your audience: If you search online for “Instagram audience demographics,” you will see varying commentary on who is on the platform. Truthfully, it is hard to pin down—and it is specific to your brand, offering, location, and most importantly, the content shared.
If your brand has not been on Instagram before, a “safe” answer is that your Millennial audience will be most active. Pro tip, remember that the Millennial Generation is no longer a synonym for “kids,” Millennials are now 28-43.
If you have been active on Instagram, make good use of your page’s Instagram Insights to determine your audience precisely. Knowing your audience means you can accurately provide content they will find helpful and enjoyable. You might not immediately consider following your insurance agent or local grocery store on Instagram. However, if they provide educational content or deals in an engaging format that adds something to your life, it might be worth a simple follow. Brands take advantage of that interest.
- Perfect time to reset and refresh: Use this time to differentiate your brand within the Instagram ecosystem. That post that works on Facebook, LinkedIn, or TikTok for you might translate to something other than an Instagram audience.
For example, say you want to discuss retirement. Your Facebook post might be about preparing to retire within the next couple of years. LinkedIn audiences might respond best to the financials or minutiae behind savings accounts. On Instagram, maybe you discuss beginning retirement accounts or ways to pivot your savings plan. One relevant topic for anyone over 18 is quickly written in three different ways, serving three different audiences.
Utilize the audience analysis exercise you did above and cater your Instagram content to your Instagram audience.
Now, will Instagram and Meta prove successful in detecting and recommending original posts? It remains to be seen. But this has the potential to be significant for creators, smaller or new brands, and users.
Now, let’s get to posting!
Want to learn more on this topic? Contact our experts at Butler/Till about your specific needs or explore the capabilities of our Content Marketing solutions.
Contributors: Kendall Knaak
