I’ll be the first to admit that I haven’t been on board with all of the Instagram updates that have graced our perfectly curated feeds over the past year. I don’t want to harp on Instagram too much because, despite the constant changes, Instagram remains my favorite social network. This post is going to outline the benefits of the three major Instagram updates from a brand’s perspective.
The updated Algorithm is a huge benefit for brands and influencers alike. In case you’re late to the party (no judgment) Instagram’s feed is now sorted by a predetermined algorithm, similar to Facebook’s. It works by utilizing a ranking system which uses three key metrics in establishing when/where your posts will appear. The metrics involved are timing, engagement, and previous engagement. In theory, the Instagram algorithm is going to put your brand’s photos in front of the people who are more likely to engage with your brand’s content. This update is definitely an advantage for any brand playing in the space.
The next big update on Instagram was the reveal of Instagram Stories. I think we can all admit this was Instagram essentially copying Snapchat’s entire platform. But after using Instagram stories for a few months, I would 100% recommend this function for brands instead of Snapchat for 3 reasons. 1.) Your brand doesn’t have to build an entirely new following. 2.) Your brand will get increased visibility because Instagram stories are displayed at the top of the page and the order refreshes based on whose story has the latest update. 3.) You can tag other accounts in your Instagram story. This feature alone is a major win for identifying and connecting with influencers who already know and love your product.
A few weeks ago, Instagram launched their latest platform update, Instagram Albums. The new feature allows users to upload 10 photos in one post. Gone are the days of choosing the one perfect image to use for your daily post. The best use of this tool for brands is the ability to give consumers more information about a product. For example, a clothing line can showcase the fit of a shirt from different viewpoints, a CPG brand can feature different flavors, or an influencer can utilize the album feature to highlight different components of one outfit.
Whether you like it or not, Instagram has been a platform of evolution. And I can only assume we will continue to see it grow in capabilities.