As a content marketing agency in Essex, we understand the struggles that come with trying to keep up with ever-changing algorithms. Honestly, it can be kind of exhausting! Nevertheless, it’s vital that you’re consistently researching and adapting your strategy if you want to maintain the relationship you’ve built with your followers.
Instagram has been transformative when it comes to effectively marketing brands. This platform has enabled us to assist many of our clients with their long-term growth, giving them a voice among the masses. Working with us on your Instagram campaigns means you can be confident that you’ll see a growth in brand awareness, greater credibility, and improved customer loyalty.
What is the Instagram algorithm?
An algorithm is a set of instructions that run in the back end of a programme or app. These can be used to solve problems. In Instagram’s case, it is used to determine what content each individual user sees and the order in which it appears. With the platform reportedly attracting 95 million new uploads every day, Instagram would be a very different place without their algorithm.
Algorithms are trained to monitor activity and are used by Instagram to build up a profile on each individual user. The app collects thousands of different pieces of data. These include:
- Trends in the genre of content a user is responding well to
- The type of content they interact with the most (e.g. Reels, photos, stories etc.)
- What typically grabs their attention
- Who they are following
- And much more!
Why do Instagram need an algorithm?
Instagram is a free app for people to download and use. As such, the way they make money is via ads. Millions of businesses are using this platform to advertise and are seeing incredible results, our clients included! The longer people keep scrolling, the more ads Instagram are able to show them. As a result, brands continue to see a high ROI and more businesses begin using this style of promotion, generating more income for the platform.
For obvious reasons, Instagram allow brands to tailor the ads they produce so they reach a specific audience. This helps them to improve their performance. In order to do so, Instagram need to have built up a good picture of the kind of person you are and your hobbies/interests. They do this using the data collected by their algorithm, hence it’s importance.
Recent changes to the algorithm
The algorithm is constantly changing and improving over time and as a business, you need to keep up with the latest criteria. The algorithm affects both organic and non-organic posting. As such, if you aren’t aligning your approach with the new updates, you’re likely going to see a dip in your post reach. As a content marketing agency in Essex, we are always adapting our client strategies as we go, to ensure results are the best they can be.
Below, we’ve summarised some of the recent key changes…
Healthier balance between video and images
For a long time now, Instagram has desperately been trying to compete with TikTok. In August 2022, the platform launched their ‘Reel’ feature following the nations newfound love of short-form video. Over the last few years, it’s clear that the algorithm has been trying to push this kind of content, with videos reaching far further than a standard grid post. However just as organisations (our content marketing agency in Essex included) get into the swing of creating regular Reels to promote their brands, the algorithm changes yet again. It appears that in 2023, Instagram are working towards a more equal divide between image and video.
The relationship between users
Instagram’s algorithm is more likely to show us posts from those that we commonly interact with. This is because we clearly have an interest in the content they are producing and putting out there for all to see. As a business, this makes the quality of your followers even more important.
When carrying out regular engagement within your community, it’s advised that you stick to following and interacting with smaller accounts. Moreover, ones that don’t tend to follow too many other people. Competing for space on someone’s feed is hard enough, let alone if that person is following thousands of people. By targeting smaller accounts, however, you increase your chances of that person consistently interacting with the content you put out.
Time using the app
It appears that the newest version of Instagram’s algorithm has begun rewarding those that spend more time on the app. As such, the longer you are engaging with other accounts and scrolling on the platform, the more visible your own content will be for your followers. A clever ploy by Instagram to keep everyone on their site for longer!
Why you need a content marketing agency in Essex
If social media isn’t your forte, it can be tricky to know where to begin with the mammoth task that is running your own Instagram account. There’s a lot more to it than just simply sharing the odd photo here and there. In order to do well, you need to make sure you’re doing all of the following:
- Regularly sharing engaging stories
- Creating a mixture of regular content in different formats (e.g. images, Reels, and graphics)
- Utilising the right hashtags
- Keeping your grid neat and tidy
- Engaging with your community and following new people
- Responding to your direct messages and comments promptly
- Keeping up with algorithm changes and updating your strategy as you go
When you work with an agency like VerriBerri, you benefit from a team of individuals that do this job day in, day out. With this in mind, you can be confident that you’ll see great results from your online presence. What’s more, it will also take the burden off of your shoulders, allowing you to focus your energy on what you do best.
Contact our content marketing agency in Essex
Interested in working with our Essex marketing agency? To schedule in a discovery call with one of our experts, get in touch today by clicking here. You can also reach us on 01376 386 850.