What Marketers Should Know About Instagram’s New Algorithm Update, Which Gives More Weight To Original Content
Marketers may find it challenging and time-consuming to consistently provide high-quality, engaging, and relevant content for all their social media channels.
This change appears to be aimed at reducing the prevalence of “aggregator” accounts on the social network, such as @HilariousYouTubeVids and @CelebFashionInspo, whose primary function is to compile and share the work of other users.
To be sure, this isn’t always negative news for marketers. Getting your material seen by new people online can be challenging at the best of times, let alone when you’re up against 50 other accounts all sharing the same re-posted TikTok video.
Creators of content share in the enthusiasm. In the past, the person who re-posted your viral Instagram Stories video onto their own feed would get all the credit for its success, even if you were the original creator of the content.
Instagram’s latest change prioritises unique material, so if you’re the first to make and post a certain piece of media, you’ll be the only one to reap the benefits.
Instagram’s algorithm has always given preference to original material, as Mosseri revealed in response to another tweet, so this is nothing new. The photo-sharing app is only shifting its focus and re-evaluating the artificial intelligence techniques it uses to identify unique material.
Finally, Instagram’s increased emphasis on original content will result in the following:
Hit aggregator sites with heavy fines. A drop in popularity might occur if your profile is built entirely on sharing amusing videos from other users’ profiles. You probably won’t be affected if your account is largely composed of unique stuff.
Develop by repeated use. It will take some time for Instagram to get it right when it comes to defining what might be considered “original,” as Mosseri puts it.
Permit you to share work done in other applications. You can share photos and videos that you’ve already shared elsewhere or that you’ve modified in a programme other than Instagram. It’s still unique since you created it yourself.
If user-generated material makes up the bulk of your posts, you may want to rethink your approach. There is abundant evidence that UGC is an efficient advertising method, and it is here to stay. You should reevaluate the amount of user-generated content (UGC) to original material in your feed if the entirety of its posts are reposts from your consumers. To get around this, think about making your own branded material in the form of customer quotations or short movies.
Instagram’s next algorithm update will include both improved People Tags and Product Tags.
Enhanced people tags (where you can provide a short description beneath your name that will show up when users click on the tags in a post, like ‘Caroline Forsey: Writer,’ for example) will also be available to everyone as part of the same Instagram algorithm update.
Instagram wants to prevent its users’ feeds from becoming a monotonous rehash of the same few posts. And that’s a good thing, since it means your branded content will have more room to grow in the future, and that your efforts to make something truly special will be rewarded.