Last Tuesday, Instagram announced that it’s changing to Facebook’s algorithm, a new way of showing user feed based on what Instagram thinks you want to see, not in standard chronological order. It is based on what posts you have liked previously, engaged with, and searched for. Instagram stated in their blog that 70% of posts are missed by their users because of the current chronological feed. They also explained, “If your favorite musician shares a video from last night’s concert, it will be waiting for you when you wake up, no matter how many accounts you follow or what time zone you live in. And when your best friend posts a photo of her new puppy, you won’t miss it.”
Until now, Instagram has remained one of the few social media platforms maintaining a chronological order. While this new algorithm be convenient for some, digital marketers and users alike valued Instagram for its organic reach. It was a way to show people new products and slowly build a following along the way. With a new algorithm, those posts, even new ones, might be left towards the bottom of a feed, more likely to be ignored.
Facebook knows what it’s doing; Brands will pay so their content can be towards the top of the algorithm. Many, including us here at SociaLink, hope Instagram doesn’t follow this new algorithm. A few of our team members’ reactions were not good.
“This wasn’t a question of IF, but WHEN. Facebook did it, Facebook owns Instagram. This is a market correction; social media distribution simply isn’t free anymore.” – Daniel, Head of Production.
“Instagram is one of my favorite platforms because of its organic reach and authenticity. I’m so disappointed to hear of this change. Meh.” – Audrey, Project Manager.
Twitter, also following the algorithm, gives users the option to choose what kind of feed they would like to see. Instagram, however, has not mentioned giving users this option. We think this would be a good compromise (hem hem, Mark Zuckerberg)!
The lesson to be learned here?
“At SociaLink, we believe 2016 is the year of building your owned properties. #precisionmarketing” – Casey, Strategist.