Have you noticed your Instagram engagement going down over the last couple of months? It might have something to do with this update from Adam Mosseri, Head of Instagram.
In the post he shared to Instagram in June 2021, Adam declared that the social network was “no longer just a square photo-sharing app” and that Instagram would be focusing on four key areas going forward: Creators, Video, Shopping and Messaging.
Put simply: start shifting towards creating more video content for your Instagram account.
Video content on your Feed and on Reels is what will be prioritised by the algorithm. Instagram will reward accounts for keeping users on the app - video content naturally encourages this as it takes longer to view. And the longer your users spend on your account, the more likely it is that Instagram will prioritise your content.
You’ll notice that Adam identified messaging as a key focus for the social network too. So, make sure you’re replying to comments and also replying to direct messages. This indicates that your account has an engaged connection with its followers. Saves and shares are also now prioritised over likes or comments, so make sure your calls-to-action in your descriptions reflect this!
In light of the new algorithm (and based on advice from the sources we've linked to at the bottom of this blog), you might want to try some of the following tactics:
Low on time and resource? You work in marketing, of course you are! Here are some suggestions for you to make the most of the algorithm update without needing extra budget or content:
If you’re doing all of the above already - like the trend-following marketer you are - try investigating some of the following...
If you’re still scratching your head over Instagram and how to boost your engagement, perhaps its time you revisit your buyer personas. Download the free template below which will help you refocus your marketing content and attract more relevant followers to your brand.
Special shout out to Dani The Explorer who has written a super comprehensive blog on the 2021 algorithm update: https://dani-the-explorer.com/2019-instagram-algorithm/
The following sources also informed the creation of this blog:
Saving clients from bad marketing and design is Andy's MO. He writes helpful blog content on all sorts of marketing topics so that you get the advice you need to take your job by storm.
Subscribe to our blog
Get monthly digital marketing tips sent straight to your inbox want to know what you expect before you subscribe? You can preview the monthly newsletter right here.