Why you shouldn’t be afraid of Instagram’s new algorithm

Only three months into 2016, and we’ve already seen a large number of updates to social media platforms — including Facebook Reactions, Twitter’s timeline algorithm and Snapchat’s array of updates focused on messaging and on-demand filters. And now, an announcement for Instagram’s new algorithm!

Simply put, social media feeds are becoming oversaturated, and an algorithm is a way to cut down on the clutter. Following in the footsteps of Facebook and Twitter, social platforms tend to introduce algorithms when they’ve hit the tipping point, which also generally happens to be shortly after successfully introducing ads. With that in mind, it was no surprise when Instagram announced that it was working toward implementing an algorithm in its newsfeed, so that you can “see the moments you want to see first.”

Instagram claims that users currently miss 70 percent of posts on their feed, and the updates will be focused on improving the user’s experience. Instagram also states that the feed will concentrate on “optimizing the order—all the posts will still be there, just in a different order,” and will likely prioritize content that you engage with, content that has garnered a high amount of engagement and content that attracts high engagement in a short amount of time.

Although many users did not react positively to the announcement, we don’t feel this is all bad news. Instagram’s new algorithm will cause brands and individuals to analyze what content performs best and resonates with their followers, which could help them create more effective photos in the future. Furthermore, it is likely that the updates will level the playing field between accounts with huge followings and those that are smaller. We also believe it will continue brands’ focus on engagement with content rather than on sheer numbers, which is consistent with what we’ve observed in recent social media and influencer marketing campaigns.

But even still, some are worried that their brand’s photos will be buried deep in user Instagram’s feeds, possibly never seen. Here are a few ways you can set yourself up for success when the new algorithm rolls out.

Three ways to stay on top of the Instagram algorithm:

Encourage interaction and engagement

This does not mean asking followers to turn on notifications (that tactic could potentially lose followers due to its spammy nature). Instead, encourage users to engage with posts they like and enjoy seeing, so that they will continue to see more like them. The algorithm will focus highly on user’s history of post engagement and make assumptions about what you care about seeing from that, so what you currently engage with will play a huge difference in what you see. Interact with others — the more you interact with them, the more likely they are to interact with you.

https://www.instagram.com/p/_m8FLBvIwB/?taken-by=dove

PUBLISH authentic, quality content

It’s no secret that individuals respond better to authentic content that they can personally connect with. Authenticity is key in an era in which individuals expect to only be shown content that they are interested in and are blocking pushy ads altogether. Great content will rise to the top of your followers’ feeds; make sure you are part of it. Analyze what types of content have created the highest engagement historically and garner insights from past interactions so that these insights can be used to create content that followers want to see. Try writing timely content, including a few relevant and popular hashtags, and see how your followers respond!

https://www.instagram.com/p/BDS5H4AmUxk/?taken-by=thomasbreakfast

create mutually beneficial partnerships between brands and influencers

Finding interesting, relevant and authentic ways to ways to leverage the in-tune followings of influencers in your target market is one significant factor in a brand’s success, especially in the algorithm era. Featuring a brand or product in the context of a real person’s life will provoke engagement from followers as they will see it as an authentic post (not an ad). Brands can repost and feature followers on their account to encourage users to share photos with a dedicated hashtag. Social Media Today also suggests that focusing on a larger number of quality influencers (with possibly a lower reach), rather than a small number of prominent or celebrity influencers, will increase brand’s chances of appearing in users’ feeds.

https://www.instagram.com/p/BDYvcWuN_nY/?tagged=buttpaste

Don’t wait until Instagram’s new algorithm is officially rolled out; start using these tactics now so that you are ahead of the game when the time comes!

Brands and bloggers, what are your thoughts on Instagram’s new algorithm?

If you’re interested in working with us for an influencer campaign, email contact@themotherhood.com.