Lots of people are angry about the imminent changes to Instagram’s feed. But I guess we should have seen it coming…
Apparently, chronology is out of fashion… First it was Facebook, then Twitter and now Instagram: they will all now sort your post feeds based on algorithms.
This is brand new for Instagram, which – for anyone who’s never had the pleasure of browsing it– has always been “oldest post at the bottom, newest post on top.”
We won’t go into huge depth about the mathematics of algorithms. But, in the case of Instagram, the posts you will get to see first on your feed will depend on a couple considerations; such as the likelihood that you would be interested in the post, your relationship to the account holder posting, and the timeliness of the post.
Instagram justifies this in saying that since users miss so much of their feeds anyway (70% they said), then why not make the portion users do see the best possible?
Well, there’s a pretty sensible “why not” answer to that one… Because, if it’s anything like Facebook’s fate, most of the ‘best’ selected by Instagram will be based on how much money is backing the post.
Shock. Horror. Ads in your Instagram feed. But it’s not really a shock, if we think about it. Even if it’s still a horror…
Of course it’s a monetisation scheme whereby Instagram is the big fat cat sitting on a pile of gold and the rest of us are their little dancing mice. For years, they have had their users and brands wrapped around their little finger, making the platform look like an even playing field for organic reach. It is a platform for deceptively simple content marketing and touches on large audiences for minimal if any costs to brand managers.
What this means now is that the barrier to entry to Instagram for smaller businesses has grown a lot taller, and this is on top of the cost of sponsored posts on Instagram which were introduced over the last year.
You are going to need deeper pockets or a helluva good strategy if your brand is going to make it on Instagram. If you’re worried about this change, send us an email: we’ll help you through it!
Header Image Credit: Ariane Osaki