Finding Success in the New Instagram Algorithm
One thing you can count on in the digital marketing space is that platforms are always updating with the intention of enhancing the experience for both users and creators. Just when you think you’ve mastered the game and have figured out a solid strategy, things change. Head of Instagram, Adam Mosseri, recently announced some new changes to the platform and how the algorithm will prioritize content and determine what users see.
Shareable Content is Queen
Remember when it was all about engagement? There was a major emphasis on not just getting likes and comments, but also engaging back with your online community. While this is still important in social media marketing, the algorithm will now be prioritizing content that is shareable. In the new algorithm, shares = success. Which means it’s more important than ever to have content that people find entertaining, inspiring, and educational.
It’s beneficial to keep in mind that “the algorithm” is a general term for the way a platform prioritizes content and presents it to your potential audience. This new shareable content feature is a key way Instagram is determining which content and accounts are deemed favourable on the platform. But once you create shareable content, how can you ensure it’s actually going to be shared? Keep reading for our best tips to find success in the latest algorithm update.
Be Consistent With Your Content Schedule
Something that seems straightforward, but can be missed sometimes, is consistency in posting. Your content can’t be shared if it doesn’t exist. The current recommendation is to post to your Instagram feed 3-5 times per week. That way, you always have content circulating in the algorithm. But, while it’s important to be consistent and show up, it’s even more crucial that you’re sharing quality content that actually has a purpose. Content needs to be intentional to be successful. Our recommended approach to your content is to create a calendar. That way, you know what you’re posting and when, and you’re not scattering on a Monday morning because you haven’t posted in a week. Consistency is only effective if it’s also intentional.
Use Your Content Library
One of the best ways to stand out from the competition is to ensure you’re using personalized assets in your content strategy. People want to see the people behind the brand and engage with genuine content. Instead of relying solely on templated posts and things you create in a platform like Canva, post a raw image of your team with an engaging caption, or a reel that educates your target audience. Remember, the best content educates, inspires, and entertains people. By giving your audience something to think about and engage with, they’ll be more likely to share your content with family and friends.
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Post Original Content
An earlier update to the algorithm this year shifted the way accounts and content reach audiences to give smaller creators an upper hand. Previously, the most common content users were seeing was from large scale creators with big budgets and huge followings. This meant that many smaller creators weren’t having their content pushed to their desired audience, even if they followed all the “hacks” and steps. This also became a problem when larger creators were reposting other creators’ content. Even if they were giving credit in the caption, the original creator was not seeing the benefit of their content being shared. The shares were being attributed to the repost. While this can be good publicity for a smaller creator (if they’re credited), it doesn’t automatically boost their profile or analytics.
Now, Instagram is prioritizing original content. If Instagram finds two identical pieces of content on the platform, it will only recommend the original one to potential audiences. The original content will automatically replace the reposted content in the Explore Page, Reels and feed recommendations. Instagram will also add labels to duplicate content, linking and giving credit to the original creator.
Don't Limit Your Content
Remember in 2021 when there was a dramatic shift toward video as the main form of content on Instagram? While video content is important in a well-rounded digital strategy, particularly when it comes to reaching new audiences, it’s crucial to have a diverse range of content. This includes reels of course, but should also feature static posts, carousels, and stories. Carousel posts in particular don’t get enough credit. They allow users to see your content multiple times, but it appears with a different image in the user’s feed every time they see it. They are a great way to post a variety of images and videos in a single post, so you’re not oversaturating your audience’s feed.
Don't Forget Hashtags...But Be Strategic
Have you heard that hashtags are dead? Well, we’re here to tell you they are alive, well, and an important part of your marketing plan. Hashtags and keywords in your post copy support organic search engine optimization (SEO). But, where it was common to put up to 30 hashtags in a single post, the current recommendation is dramatically different. Instead, be strategic with your hashtags using approximately 5-8 relevant ones. These can be related to your niche, location, or product offering. When using hashtags, think about what your audience might be searching for in order to find your content. Include all other relevant search terms as keywords in your post caption.
Location Tagging
How often do you push a post live without a location on it? This could be hurting your reach and visibility. People tend to follow and see content that’s happening locally. Posts with a location tag can reach up to 79% more people than posts without a location. Explore feeds will also produce relevant content to your potential audience and this can come from a well-placed location tag. This is especially true if you’re a local business operating in a relatively small area, or trying to attract customers in a new location. We recommend putting a location on all of your posts.
Take Advantage of Collab Opportunities
Have you been using the collab post feature on Instagram? If you haven’t, you should. When you collab with another Instagram user or multiple users, the post or reel has a home on all collaborators’ grids. That means, regardless of who pressed the post button, all accounts that are credited as collabs also receive the engagement. This can be a game changer, especially for smaller businesses. By collaborating with other businesses or influencers on Instagram, your content will reach a whole new secondary audience. Collaborating on posts is also a great feature if you want to leverage user generated content (UCG) since both you AND the creator will see the success in the analytics. Collab posts and reels are a great way to boost visibility, expand reach, and increase your brand awareness.
Other Changes to Instagram
- Increasing Carousel Images
- Some users have a new test feature that allows them to post up to 15 images in a single Instagram carousel, allowing you to share more content effectively.
- Meta AI
- Meta’s new AI assist feature on Facebook and Instagram allows you to search multiple sources and access AI-generated text and visual content within the Meta apps.
- The End of Flipside
- Did you ever use the invite-only Flipside feature on Instagram? Chances are low. That’s why Instagram officially revoked this feature effective May 24, 2024. It goes to show that even the social media platforms don’t always get it right.
- Goodbye Blue Button
- Did your buttons like “follow” and “message” on Instagram change from the signature blue to black? It looks like the end of an era with a shift to a more sleek look for the platform.
- Tiered Meta Verified
- Meta Verified, the subscription service that gives accounts the coveted verification badge, is now available as a tiered program. Starting at $14.99 USD per month and ranging up to $349.99 USD per month, each of the four tiers gives creators a variety of enhancements and benefits. These include support features, links in reels, featured account settings and employee impersonation protection.
Looking for Guidance?
We know that navigating the shifting world of social media can sometimes be a challenge. Whether you’re looking for support developing a well-rounded social media strategy, or you’re simply in need of a little advice to boost your digital game, our team of marketing experts is here to help you. Reach out to us at hello@thesmallsocial.com to book a discovery call.
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