Recently, the head of Instagram Adam Mosseri revealed that Instagram uses a variety of algorithms, classifiers, and processes, each with its own purpose to make the most of your time and personalise your experience on Instagram. He said that, ‘each part of the app – Feed, Explore, Reels – uses its own algorithm, tailored to how people use it. We rank things differently in different parts of the app, based on how people use them’.
To break it down: People tend to look for their closest friends in Stories. When they want to discover something entirely new in Explore.
So, there are a few things that your business should be doing to work with these algorithms and processes.
It’s important for your brand to create content that is valuable, timely and engaging for your users because this will come into play with where your posts will appear in the feed. Ultimately, the higher and more regularly your content appears in the feed the more engagement your account will see.
In order to reach new accounts, generate good engagement and create engaging content your brand needs to be showing up with all the features Instagram has to offer (which is A LOT). But, before we jump into all the features here are the newest Instagram updates you might not even know about yet!
‘Add yours’ sticker to Stories: This new feature is a sticker that creates a public thread of images. Ultimately, you would respond to other users’ Stories with your own image based on a certain topic which creates a chain of images from a variety of users. This feature allows you to collaborate with other users and discover new accounts.
Ability to delete single images from a carousel post: this feature is extremely useful if you just want to delete one or two images from a carousel and not the entire post.
Link stickers: is an option to add a sticker with an external link on an Instagram Story, when a user taps on the sticker, they’ll be redirected to the link. No longer does an account need 10K followers to have the swipe up feature as link stickers have completely replaced them. This feature is amazing for driving traffic, generating conversions and sales to your website.
Collab posts: A new feature that allows users to collaborate on feed posts and reels, this allows creators to send an invite to other users to create posts mutually, the post will then appear on both profiles. These posts will feature both account names, be shared to both sets of followers, live simultaneously on each profile grid and share the engagements! This feature is a huge opportunity for brands to partner with influencers and creators, leverage their following and reach new audiences.
Scheduling lives: this new feature allows users to notify their followers up to 90 days prior to going live and give them the opportunity to test their setup with ‘practice mode’ in advance. This feature gives users the ability to set reminders and countdowns to their lives directly to stories and posts!
Now you know what’s new in the world of Instagram, here’s your friendly reminder of features you should be incorporating to make the most of your Insta presence:
Posts: We know that video is HUGE on Instagram right now, but that doesn’t mean there’s no place for single photo or carousel posts. When using this feature, don’t forget to add a location, tag relevant people, incorporate a variety of generic and specific hashtags (3-5 total), tag any shoppable products and add a killer caption with emojis!
Stories: Stories have a larger reach than a static post but it’s still important to make them engaging to continue to appear. Make sure you post a variety of photos and video and add clickable links, stickers and GIFs to make it engaging for users. Don’t forget to save your stories to a highlight on your profile so they live on after 24hours!
REELS: It’s no secret that Instagram reels are sending accounts viral but the secret seems to be how to master them. Reels are the perfect feature to help brands create fun and engaging content. From trending audio, to transitions, to text, there are so many features you can incorporate into your reels to increase engagement. Just remember don’t overthink it, be authentic, add value through education and HAVE FUN!
Guides: Think of Instagram guides like a cross between a carousel post and a blog, they give users the opportunity to share recommendations, tips and group posts. There are three different types of guides you can create;
Places: Allows you to share recommendations such as cities, restaurants or cafes.
Products: Are the perfect way for you to recommend your favourite products or your own shoppable products.
Posts: allows you to share your own posts you have created or saved to create a thread with custom headlines and captions. This is the perfect feature to share stories, inspiration, group products/similar content or share tips and ideas.
Video: Instagram has recently ditched IGTV and combined it with feed videos and saved lives to create one tab called ‘Instagram Video’. Along with the changes comes the ability to watch in full screen mode and continue to watch other videos from the same creator. Video makes it even easier to tell your brand’s story, connect with your audience, and reach more people so make sure you incorporate this feature into your strategy!
Between the continual updates, new features being released, algorithm changes and well your day-to-day tasks it’s easy to get left behind. There are so many helpful resources out there to help you stay on track and up to date, phew!
But if you just simply don’t have time to prioritise your brands social media presence and content creation anymore then it’s time to call in the pros. At Zimple Digital we have a dedicated social media team who work WITH you (and the algorithm) to achieve real results.
Sign up to be the first to hear about the latest in digital and what we've been up to.