NYTimes published an article about how Instagram is planning to change the way it’s feed works – relying on user interaction rather than the age of the posts. Now, that is a big shift for a company that started as a photo/video-centric social media outlet and did not see any major changes in recent years(based on an article in FastCoDesign last Oct).
However, over the past few years Instagram has raked in 400M users and its popularity amongst its users, as well as marketers, has increased manifold. The primary reason for this is that the platform is simple to use and generates remarkable results from a marketing perspective. With the feed change, one has to look at whether the same organic reach (which has been missing from Facebook) would continue or if there would be a dip in those numbers. But in the immediate run what does this intended change mean to the marketers?
- Focus on quality rather than quantity: Better to post once a day or in two days with better engaging pictures than posting on a daily basis.
- Have a better and refined content strategy for Instagram: Need to produce engaging content that will attract and engage your followers.
Also with the feed being changed to suit individual interactions, marketers have to concentrate more on producing engaging content. The reach of your post would basically depend on the level of engagement on your posts.
You as a marketing person have to be more actively involved within your community and your customer base. This is based on the reciprocity measure – the more you are involved in terms of commenting, liking and engaging with other people’s content the more likely they will be to engage with your posts.