The Instagram story is a pretty good one. Launched in October of 2010 (yes, over a decade ago now), the photo and video-sharing social media application took only eight weeks to develop. In less than two years, Facebook (FB) acquired the company for $1 billion in cash and stock. It is one of the more legendary examples of “tech” being at the right place, with the right idea, at the right time.
Since its introduction, Instagram has stayed true to its roots and purpose, remaining a predominantly visual social media platform. And, although there have been a few bumps (remember when they wanted the rights to the posted images of all users?) the app has had incredible growth. Currently Instagram is 4th in most-active-users of any mobile app, outranked only by Facebook, WhatsApp, and Facebook Messenger.
In 2019, video became the #1 form of media used in content strategy, overtaking blogs and infographics. To ensure its leadership in the visual space, Instagram entered the short video arena the following year, launching Reels first in Brazil, Germany and France and India. In August of 2020, Instagram released Reels in over 50 countries, including the US.
The all-powerful algorithm
So, how can brands take advantage of this established yet evolving platform? A 2020 study by Wyzowl reported that 84% of people were influenced to purchase a product or service based on the brand’s video. But simply posting a video on a branded Instagram account isn’t going to do a lot to advance a brand’s reach or influence unless done the right way. Like most digital marketing vehicles, Instagram has a complex algorithm that decides which content gets seen by whom. Every time a user starts the app, the algorithm immediately assesses available content to determine which posts to prioritize in the newsfeed and which posts to feature on the “Explore” tab. Knowing the algorithm methodology can help to understand how to post more effectively.
According to Instagram
First, not to complicate the matter, but there isn’t just one algorithm … there are several. As explained by Instagram, “we use a variety of algorithms, classifiers, and processes, each with its own purpose.” That said, there are some common steps you can take to try and work within the established algorithms. In fact, there are four key factors that influence the Instagram algorithm for feed posts (video or otherwise). Yep… these have been confirmed by Instagram:
- Information about the post: Is it a photo or a video? When was it posted? How many likes does it have?
- Information about the poster: How connected are the user and the poster? Are they friends? How often does the user engage with their content?
- Activity: Does the user watch a lot of videos? What type of content do they typically engage with?
- Interaction history: Does the user typically like or comment on the poster’s posts?
Based on this information, Instagram’s algorithm calculates how likely someone is to interact with a post, known as a score of interest, which ultimately determines the order in which posts are displayed in their feed. These five important interactions are considered based upon past performance.
- Time spent: How likely is the user to spend time on the post?
- Like: How likely is the user to like the post?
- Comment: How likely is the user to comment on the post?
- Save: How likely is the user to save the post?
- Tap on Profile: How likely is the user to tap on the profile after seeing the post?
Knowing the make-up of the algorithms is interesting, but how can a brand shape content to work within the algorithm and deliver branded content to the right audiences? While you can’t really fool or hack the algorithm, here are a few ideas we think might help a brand reach the right Instagrammer.
Post carousels
While the Instagram algorithm doesn’t formally give preference to carousels, it does acknowledge that posts earning more engagement are rewarded with more reach. Carousel posts make up 17% of feed posts, and according to Hootsuite research they pull 3x the engagement and 1.4x the reach of other post types. These posts should provide a means to leverage algorithm triggers and provide post access and engagement opportunities.
Post consistently
Establishing a consistent posting routine is one of the most important steps a brand can take to advance platform reach, engagement, and follower growth.
On average, businesses post 1.56 posts to their feed per day according to a Hootsuite study. As that is an average, certainly some do more, and some do less. Our recommendation is to plan on posting per week, depending on the voice and needs of the brand. As another point of reference, although he didn’t reference algorithms specifically, Instagram head Adam Mosseri has stated that a posting cadence of 2 posts per week and 2 stories per day is ideal for building a following on the app.
Be authentic
According to Instagram, the algorithm can tell when an account is inauthentic or trying to design posts that “cheat” the system. So instead of spending time trying to figure out how to get more likes, focus on what you can control: authenticity, relationships, and telling great stories your audience will identify with and appreciate.
One more thing, Instagram has confirmed that creator profiles, business accounts, and verified accounts don’t get a boost from the algorithm, though they do have their own benefits (like analytics) So, you are not handicapped by the type of account you have.
We hope you found the information here helpful. If you have any questions or want to discuss your approach to Instagram or social media in general, drop us a comment or an email. We are always ready to talk about marketing.