4 April 2016
On the 15th March, Instagram announced that they will be updating their feed from its current chronological format to a more personalised feed in order to surface content that users care about most.
There is no official release date in Australia yet although we expect to see testing of this new format in the coming months.
As a result of the platform’s huge growth, it is reported that Instagram users miss around 70% of the content they follow.
By presenting content at the top of the feed that is personalised, rather than chronological, users are more likely to see content they care about, including content from brands.
Instagram’s algorithm will determine what users see based on:
This is a huge positive for advertisers, as it will ensure that high quality content is shown to the most relevant users. Rather than focusing on what will happen to organic distribution in the long run, brands should be putting their efforts in ensuring they have a strong content approach that follows creative best practices – this is how they will get the most out of paid, owned and earned reach on Instagram, regardless of how the feed is ordered.
“We aren’t changing anything for a few months and we’ll give warning of when the date is set for the switch over. Before then we have a lot of testing to do with very small percentages of our user base globally over the coming weeks and months. Given this we don’t know what the impact will be for accounts and their organic distribution.
At this point in time, the proposed changes do not remove anything from a users feed, we are just re-ordering it to surface the most relevant posts first. All posts are considered equal so there is no weighting based on if an account is a user, a celebrity, a business, etc.” Sophie Blachford – Head of Instagram AU.
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