With over 400 million monthly active users, Instagram has helped countless brands grow their online visibility and create meaningful relationships with customers. Many companies have figured out how to generate leads and increase their web traffic by using strategic Instagram marketing campaigns. This has been a dream come true for small and mid-size businesses with little or no budget. But, Instagram is changing and it could have a big impact on your business.
Similar to its parent company, Facebook, Instagram is switching to an algorithm-based feed for its users. What does this mean for you? First, posts will no longer be listed in chronological order, so users won’t always be seeing newest posts first. Instagram will use its algorithm to create a personalized news feed for you based on what it thinks you want to see. In a statement made in March, Instagram stated:
“…your feed will soon be ordered to show the moments we believe you will care about the most. The order of photos and videos in your feed will be based on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post. As we begin, we’re focusing on optimizing the order — all the posts will still be there, just in a different order.”
For businesses and influencers, this could result in drastically reduced organic reach. In fact, if this algorithm is similar to Facebook’s (which is very likely), it will significantly diminish a brand’s ability to reach their audience without paying for a sponsored post.
Despite this less than fantastic news, you can still make Instagram work for you. Here are 3 simple tips:
1) Look at your past posts’ insights to see what resonates most with your customers. When you have increased likes and engagement, Instagram will be more likely to put your posts in front of customers.
2) Don’t forget to use relevant hashtags. Hashtags can help significantly increase your visibility on Instagram.
3) Use Instagram to improve market intelligence. Learn about your target audience by seeing who they follow and what interests them. Check out your competitors to see what they’re doing. Use their wins and mistakes to help propel your business forward.
Social media is constantly evolving, but there are always ways to make it work for you.
If you need help navigating through it, contact us. We’re here to help.