On March 15, Instagram announced that it would be adding an algorithm to display news feed posts according to what users “care about most,” rather than streaming posts in chronological order. After receiving a negative response from some Instagram influencers and brands, the social network has replied to the uproar.
“We’re listening and we assure you nothing is changing with your feed right now,” Instagram stated on March 28. “We promise to let you know when changes roll out broadly.”
However, the development of the algorithm hasn’t stopped users from protesting. In fact, a petition has been created on Change.org, titled “Keep Instagram Chronological.” It has a growing list of more than 333,000 supporters, and it encourages users to voice their opposition, assuming Instagram is listening to their feedback.
“After what happened when Facebook switched to algorithm-based feeds, it’s certainly not something that small business’ will want!” writes Sarah Heard, petition creator. “At the very least, shouldn’t the community be able to opt-in, rather than having it mandated that this is how we will now see our feed?”
The algorithm has not been officially recalled, which means that Instagram marketing professionals will need to work a bit harder to ensure that their audience stays engaged. That being said, this is no easy task, but influencer advertising can help.
The Instagram algorithm is making brands rethink the type of content they are putting out — is it engaging? What makes followers want to click and comment? Through influencer advertising, brands can work with individuals who are always creating content catered to their audiences. This inevitably drives engagement, and makes the investment worth it for brands.
In the end, the algorithm change may not negatively impact brands, assuming they adjust their marketing strategies accordingly. Brands also need to take a hard look at how they pay influencers. Performance-based pay models become more important because it incentivizes influencers to maximize creativity and create quality content their followers love.
To learn how you can team up with influencers to create a winning marketing strategy, contact Fullbottle for more information today!