It was only a matter of time, wasn’t it? It’s not long now until Instagram applies its new changes that mean it will no longer show posts in chronological order, instead of serving up images and videos the algorithm thinks users want to see. Of course, it will be working from a similar ‘personalising’ process that Facebook, its parent company, have already implemented.
The announcement came just two days ago, on March 15th, with executives insisting via a blog article that Instagram’s impending changes, prompted by the insight, show that with a progressively worldwide user base, people are missing an average of 70% of content in their feeds.
Instagram have moved to wipe out fears in regards to whether the changes would impact on advertisers on the platform, with a spokesperson being quoted as saying “changes to the feed will not impact ad delivery — frequency and order will stay the same.” However, while assurances for paid users have been announced, there are still concerns for brands and companies opting to rely on organic reach, as chances are they will now have to join the paying companies in order to be seen in feeds.
Instagram said: “As Instagram has grown, it’s become harder to keep up with all the photos and videos people share. This means you often don’t see the posts you might care about the most.”
Effectively, the results of the changes could mean it might impact posts from brand accounts showing up on feeds should users not be interacting with the content. “We are doing this to show people more of the content they want to see, including content from businesses,” the social media platform added.
“To improve your experience, 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 optimising the order — all the posts will still be there, just in a different order,” it said.
It is undeniable that for brands sticking to their organic guns up until now that this switched up timeline order could well spell the end of their organic content, meaning that they will inevitably have to cough up cash in order to appeal to the 400-million strong user base Instagram boasts.
Jerry Daykin, global digital partner at Carat recently came out to give his view when speaking to media outlet, The Drum, saying: “It’s sad that marketers are still worrying at all about whether they’re organically reaching five per cent or 10 per cent of their followers; the power of Instagram is its engaged audience of over 400 million users and you simply have to pay to promote content and reach them.”
Daykin went on to say that “any marketer with a meaningful paid media strategy” using the service should be unaffected by the change.” He also eluded to the fact that “it’ll become easier to reach more people if users start spending more time with it.”
So do you believe that the move away from a chronological feed will be the wrong route for the platform in the knowledge that it will most certainly unnerve users, or are you of the belief that, in the end, Instagram will have made a better experience for users and advertisers alike?
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