In this post, I talk about the change in the Instagram algorithm and how it’s going to drastically effect business’ reach.
At least, that’s what I predict. Last week, tech media outlets everywhere reported that Instagram was testing out new business profiles that will provide social media managers with analytics or “Insights,” similar to Facebook. And while we’re all happy about having that data, websites like PRDaily, TheNextWeb and even TechCrunch missed a major red flag – now that the Instagram algorithm will be able to tell regular profiles from business profiles, it’s only inevitable that they’ll make changes that affect brands. Think about it. Right now Instagram really has no idea if you’re a brand or a real boy.
Sure, they can tell individually but the creepy-crawly algorithm that has (for lack of a better word) castrated brands on Facebook can’t do the same on Instagram. Until business profiles roll out. If Facebook’s drastic decline in reach circa 2014 wasn’t enough of a red flag, the fact that they’ve already made changes to the feed is. Previously, the Instagram feed was in reverse chronological order, showing you the most recent photo – no matter whose it was or how much engagement it received. Now because of the recent Instagram algorithm changes, you see posts that are 11 hours old, and if you scroll long enough, bloggers freaking out about their readers needing to turn on post notifications for them.
So what exactly are these awesome new features that have social media managers, writers and Instagrammers totally blind to the fact that Facebook is about to ruin everything? First, analytics!
Now, managers will be able to see increase (or decrease) in followers down to the hour; gender, age and location breakdown; impressions; reach and view-to-follow conversion rates. These stats are admittedly helpful to marketers. (But are they worth the price?)
Second, your Instagram business profile will have a contact button, a clickable location and a category (in case all your gym selfies and #mealprep photos didn’t give your “Health / Wellness” status away).
Third, well, there isn’t a third. That’s basically it. Some numbers and a minor profile change is the lure in what’s sure to be a bait-and-switch rollout thanks to the Instagram algorithm.
For now, we can only hope that we’ll be more successful than Indiana Jones was here, but in reality – we’re probably going to be crushed by the giant boulder that is the Facebook / Instagram algorithm. Cheers!