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This Is How Instagram's Algorithm Works
June 5, 2018
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Like all social platforms, what we see in News Feeds and Timelines is dictated by code set in place to memorize our behavior; what we view, share, comment on, etc...and then based on that behavior, the code predicts and serves content we should like.
For example - if you view more videos than the average person, Instagram will distribute more videos to you specifically based on those actions - not based on favoring photo or video - it does not do that.
What you see more of is based on your behavior.
Algorithms are basically designed to try and create individual experiences.
And for brands, it can make the use of social challenging.
But what's nice is Facebook has opened up a bit with how their algorithm works.
And while it changes often (you may recall how they tweaked it earlier this year to favor conversations and shares), at least they give us some intel to design our strategy around.
Last week, Instagram followed suit and revealed how their algorithm works.
The three main factors which dictate what the audience sees in their feed:
Interest:Instagram's Feed Ranking determines how much we'll care about a post's topic from our past actions (or lack thereof).
Relationship:Posts by people and brands receiving higher ranking in our feed are based on how much we "like" and comment on their content.
Recency: Current posts are shown more than posts over a week old. However, if you're always seeing old posts, it may be due to how little you open Instagram.
This insight should offer better direction when using Instagram. Think this out:
Care In The Content
Be critical about what you post. Would Instagram's Feed Ranking really predict the audience will care about it?
The answers are in front of you. What content makes the audience react, meaning they care - work from that.
Every Person Counts
Be generous with interactions; make people feel good.
Does your station account have a relationship with the audience by "liking" and commenting on their content? Or is it all about your content for their "likes?"
Show Us What It Feels Like To Be There
When we appear in News Feed with photos of our prize wheels and remote setups, you can understand why the audience is left unimpressed and underwhelmed by us, right?
Focus on content that elevates our image like this from KLOS/Los Angeles:
The best thing about social is at any time we can do a reset and refine our approach.
And no matter how much algorithms change - when we are real and respect the audience, we are using social to build a more memorable brand.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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