Instagram recently rocked the social media world by
announcing that they would no longer show posts in chronological order, and
would adopt a newsfeed order similar to Facebook’s. Instead of showing posts in
order, the new algorithm will rely on a variety of markers such as relevancy
and number of post engagements.
The intent of this new algorithm is to provide
users with a more personalized feed, showing posts that the user is likely to
find interesting first.
Instagram’s announcement of this change was met with
immediate opposition. A petition even took off on Change.org request Instagram
to continue using the chronological feed. The fear stemmed from concern that
Instagram’s feed would become too similar to Facebook’s.
In January 2015, Facebook updated its algorithm to include
less promotional content from business pages. As a result, Facebook users saw
fewer promotional posts from business pages in their newsfeeds. This upset many
business owners, as they felt their content was now going to be seen by fewer
Facebook users, which had a negative impact on their business.
Although Instagram’s algorithm change seems similar to
Facebook’s, there is one very important difference: Instagram does not separate
business accounts from personal accounts. Instagram’s algorithm change does not
mean that users will see fewer promotional posts from businesses, it only means
that users will see content they are likely to consider interesting first in
their feeds.
Since the new algorithm takes into account relevancy and
popularity, Instagram analytics will become increasingly important with the
algorithm change. Businesses should track analytics to determine the
effectiveness of posted content and make necessary adjustments to increase
interactions and the number of post engagements.
The algorithm change may actually be beneficial to
businesses. If you post fabulous content, it will pop up at the top of your
followers’ newsfeeds, even if you posted it several hours ago. So now is the
time to make sure your businesses’ Instagram content is the best it can be.
Written by Samantha Weisner of Rebecca Adele PR & Events
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