Just when you think you’ve finally got a social media platform’s algorithm all figured out, it seems to change things around. You can’t just ignore such changes, however, since knowing what drives algorithms is crucial for content creators, professional communicators, and marketers whose work depends on using social media successfully. 🤔
In her two-part livestream and Twitter video, Zoetica Media founder Kami Huyse talks about the headline-making news concerning Instagram’s recent algorithm shift and what we can expect to see in the future.
It all began with the viral Change.org petition Make Instagram Instagram Again that asked the social media giant to revert back to its chronological timeline and photos rather than inundating users with a stream of Reels. It’s a move Instagram is believed to have undertaken to compete with short-form video host TikTok.
Referencing the Washington Post article Instagram knows you don’t like its changes. It doesn’t care, Kami notes that despite user pressure, it’s extremely unlikely that Instagram will make the requested changes because the most “sticky” type of content is videos. And that matters because social media platforms are businesses, with Time On Platform + Interaction = Big Advertising $.
Addressing user pushback, Instagram CEO Adam Mosseri acknowledged the company is “hearing a lot of concerns from all of you.” Nevertheless, he predicted that “more and more of Instagram is going to become video over time,” and that people “will have to lean into that shift,” while promising that photos would continue to be supported. He also noted that people should expect to see recommendations in their feed, which he explained was Instagram’s way of helping creators, especially small creators, “reach a new audience and grow their following.” Finally, Mosseri said that everyone will have to “evolve, because the world is changing quickly and we’re going to have to change along with it.”
Given all this, Kami argues that short-form video is the future of social media. It’s also why nearly all other platforms, not just Instagram, are trying to duplicate TikTok’s short-form video success, including Facebook, YouTube, LinkedIn, and even Pinterest.
Video is here to stay – everywhere
The downside of a heavy video focus is that it’s likely to increase the amount of sensationalistic content found online. After all, it’s easy for people to get pulled in by content that pushes their buttons, especially when it’s easily digestible.
However, there’s a way to increase the chances of your content being seen without going all tabloid. Focus on content that elicits a strong emotional response without being manipulative or taking advantage of people. Help people feel energized, happy, or empowered when they look at your stuff, make them laugh, or offer them a positive solution to the problems they’re dealing with.
Short-form video is here to stay, so learn how to use it to benefit you and your business in a good way.