Meta almost never announces when an algorithm change happens. In fact, Meta almost never announces anything about its platforms, aside from Zuckerberg’s latest passion projects.
Which means it was odd when Head of Instagram, Adam Mosseri, started sharing “Instagram tips” from his professional account that reiterated dated information about the platform or shared “algorithm insight” that marketers were quick to debunk.
So, is Instagram having an identity crisis?
Background
As it stands, Instagram engagement is next to zero, and often, your followers don’t see your content until days after it was posted. That’s because Instagram put more focus on large accounts, showing content from accounts you’re not following rather than showing content from people you follow and actively engage with.
To quote Mosseri, “Historically, Instagram has done too much for large creators and not enough for you small guys out there.”
The platform even started demoting hashtag usage, often flagging as spam, and quietly took away hashtag search pages.
It’s not all Instagram’s fault. The app has over 2 billion active users; it can’t be easy to rank that much content.
The Big Update: Instagram in May 2024
Read it here if you want: Instagram algorithm update from Meta.
In broad strokes, this is what Meta wants us to know about the algorithm. This, of course, isn’t everything that will be changing– strategy marketers usually figure out the details by testing content and analyzing data.
Original content takes center stage: Instagram wants to cut back on the endless stream of reposts and repurposed content. This means not reposting memes or TikTok videos. Now, it’s all about authentic content and your original ideas. This is a great opportunity to post your personal take on industry knowledge and showing the behind-the-scenes of your business, its successes, and its people.
A level playing field for smaller accounts: Mosseri says he wants to help creators with small accounts. No longer will mega-influencers and established brands automatically dominate the feed. This update opens the door for smaller business pages to get in front of new audiences. If true, this is the best time for smaller accounts to shine.
Make sure you’re posting consistently. A strategy will be the best way to show your audience and potential audience what your business values, how you can help solve their problems, and build brand loyalty.
A seismic change for the platform: You can read more on how specifically Instagram is doing away with reposted content (like memes or TikTok videos). In making this change, large aggregator accounts, like Barstool Sports, will have to fundamentally change what content they post and how they post.
While this doesn’t seem like it will affect small businesses, it absolutely will. With over 16 million followers, Barstool will have to find a way to pivot and make money. In doing so, they’ll change the culture of Instagram by finding innovative ways to use the platform, which ultimately trickles down through influencers, creators, and eventually small businesses.
(You know that scene in The Devil Wears Prada when Meryl Streep explains why Anne Hathaway was wearing a blue cerulean sweater? Same concept.)
The Good News
This change levels the playing field and offers smaller businesses a chance to reach new audiences with authenticity. Invest time into developing a content strategy that showcases your unique value. Think outside the box, be authentic, and find new, creative ways to engage with your audience.
We’ve said it once, but we’ll say it again: authenticity reigns supreme. By staying true to your brand and offering content that adds genuine value, you’ll not only navigate algorithm changes with confident steadfastness but also cultivate a loyal following that stands the test of time.
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