Instagram recently announced it would begin testing an algorithm-based personalized feed for the 400 million visitors who launch the app on a daily basis. Why? According to Instagram, people miss about 70 percent of the posts in their Instagram feed, and the change is designed to ensure that people see the moments they care about first.
What This Means for You: Unsurprisingly, many users who have grown to love the immediacy of the chronological feed are in uproar. There is something extremely satisfying about being able to scroll back to where you left off. When Facebook and Twitter switched from chronological feeds to algorithm-based feeds, both companies were met with a similar reaction: first, outbursts of anger, followed by lingering annoyance, and finally, reluctant acceptance. Here’s the bottom line: you will likely not see every post in your feed (but apparently, you aren’t seeing every post anyway), but you will see the posts Instagram thinks you will like best.
What This Means for Brands: Instagram claims the change won’t impact its advertising products, but the message to brands is loud and clear: it’s time to up your content game. Instagram will prioritize content that users want to see in their feeds; this means stock photos and vanilla content are not going to fly anymore for brands looking to “do Instagram on a budget.” Quality content has always been king, but now it will be more important than ever. For brands, users who heart your content will see more of your content; and users who don’t, quite simply, won’t.
This was originally posted as published content on LinkedIn.