A Guide to Instagram’s New Algorithm
There are multiple algorithms at play on Instagram and they’ve just added a new one, but this algorithm update doesn’t complicate anything, rather it levels the playing field for content creators of all sizes.
“The Algorithm” Defined
If you’re unfamiliar with the term algorithm, it refers to a complex set of rules and calculations used to determine the content that users see on their feeds, search results, or explore pages. These algorithms analyse factors such as user engagement, relevance, timeliness, and relationships to curate personalized content for each user. They may also consider additional factors such as user behaviour, preferences, and interactions to refine and optimise content recommendations.
Original Content Reigns Supreme
The most significant update to Instagram’s algorithm will be a major focus on original content, with an increased distribution to smaller accounts. The platform's new recommendation system levels the playing field by showcasing content to a small audience based on relevance, rather than prioritizing accounts with the largest followings.
Cracking Down on Aggregators
This update takes a firm stance against “aggregators”, who are accounts that repost content without proper credit to the original creator. This finally addresses a longstanding issue of the lack of protection of creators' rights.
These reposts from aggregators will no longer show up as ‘recommended’ content in users’ feeds. Instead, the original content will be pushed, which restores fairness to Instagram’s ecosystem.
Another way that Instagram will do this is by adding a label and crediting the original creator of the reposted content; however, both the original creator and the account reposting the photo or video will be able to remove this label manually.
This update could impact brands whose strategy relies on reposting celebrity content and reels, like @ourcommunia. This is a popular strategy that brands use on Instagram.
Other Updates
Instagram has also announced increased support for creators - especially smaller and new creators. Previously Instagram favoured already established creators. This will be interesting to see if the “anyone can go viral” method will be applied to Instagram here, something that attracts new creators to TikTok. Joe Teo, CEO at Hey Orca, shared this handy simplified graphic of all the latest updates outlined by Meta.
Navigating These Changes
It goes without saying, that it’s time to focus on originality in your content. If you’re an account that reposts other content often, you might want to consider changing your content strategy and focusing on creativity. Here are some tips on how you can begin to do so:
Integrate storytelling through voiceovers, talking videos and/or vlogs
Film user-generated style content relevant to your industry to build authenticity
Offer a glimpse of the behind-the-scenes to humanise your brand
Create your own graphics for inspirational quotes, product comparisons and more
There are so many other ways you can infuse creativity into your content, depending on your brand, niche, goals, target audience and overall industry. In our IG & TikTok Audit, we give you multiple content concepts you can work with, using real-life top-performing examples. Book yours here.
SUBSCRIBE TO THE Z GAZETTE 🗞
Subscribe to our newsletter to receive all the relevant social media news as well as 3 FREE TikTok content ideas every Monday. Get your gazette below!
