Trending from G/L: Engagement is key to Instagram’s new algorithm

Melissa Ross
Digital Content Producer

Trending from G/L: Engagement is key to Instagram’s new algorithm

Back in March of 2016, the world flipped upside down when Instagram put an algorithm in place to change how our content was delivered to us. Previously, posts were shown in chronological order, but with the new algorithm, content became prioritized based on the likelihood that you would engage with it.

Since then, Instagram has been continuously tweaking the algorithm, especially after they found that about 70% of posts were being missed due to an increasingly massive amount of content. Their goal was and still is to bring increased likes and comments to posts, but a lot of brands started seeing a decrease in activity – which bring us to today.

Though Instagram doesn’t publicly release exactly how the algorithm works, they have released key influencing factors on how content is delivered to the end user.  These factors include: how much engagement you’re getting on posts, how long your content is viewed, the time when you post, the type of content, who searches for you and how often, and if your posts are shared via direct messages.

Putting it in layman’s terms

All of these factors revolve around engagement. Engagement = more engagement – it’s a continuous cycle. Once a user engages with a brand, it is more likely that that user will be fed the brand’s other content too.

If you’re not at the point of getting engagement on your brand, then you’re negatively impacted by this algorithm. But we’re here to help with that. Of course, better content will help immensely (don’t know how to take your content to the next level? Let’s talk.), but so will a couple of additional key focuses. AdWeek lists 5 ways of ensuring that your posts are hitting these engagement marks.

  1. Schedule posts for optimal times: When your engagement happens is important. According to studies, photos that receive immediate likes shortly after posting perform better in the long-run.
  2. Call-to-action before the line break: Later, an Instagram marketing platform, suggests that the caption to the photo is almost as important as the photo itself. Be sure you’re prompting both your followers and new visitors to take further action from the get-go.
  3. Hashtags are important: According to Adweek, posts with at least a single hashtag average 12.6% increase in engagement. But don’t go overboard!
  4. Use the newest features: Take advantage of Stories, videos, carousels, Boomerangs, etc. Distribute your content creatively to gain more interest.
  5. Utilize paid advertising: With a successful paid ad strategy, you will be able to build a targeted audience that will ultimately build better engagement.

Don’t go at Instagram marketing alone. Our team can help build your brand a strategy for optimal results. Give us a call.

Climbing the Mountain of Interactive Infographics

Tim Leon
President/Brand Strategist

Climbing the Mountain of Interactive Infographics

I’m a Mount Everest Freak! I’ve read all the survivor books including Into Thin Air and Left for Dead. While my chances of getting to Everest anytime soon are slim (like a snowball’s chance in hell…pardon the pun), I came across one of the most engaging infographics I have ever encountered, called Scaling Everest. It’s an interactive infographic published online by the Washington Post that takes you on a virtual climb up to the peak of Everest – all from a simple click or swipe of your mouse.

In addition to serving up interesting factoids and visual eye candy, the infographic incorporates sound. Three different Everest explorers Lydia Bradey, Pete Ahtans and Suze Kelly were interviewed, and sound bites of their interviews are interspersed throughout your “climb”. Hearing these voices makes your virtual ascent even more memorable and authentic.

I found myself scrolling to the top and absorbing interesting information forgetting that I was staring at a computer screen, engaged in the moment. I finally came out of my trance to rush to an agency meeting (where I was already 5 minutes late – but hey, I was climbing Everest so it was an acceptable excuse).

What I loved about this interactive infographic is that you could “climb” Everest at your own pace. You were in control of the experience. Interactive infographics are starting to appear more often, and I think this particular infographic demonstrates the experiential nature and engagement power of this digital medium.

While video has its place in the digital space, the interactive infographic brings that same engagement, but it isn’t passive. You are more of a participant in the experience. I’m looking forward to bringing this medium to all of my clients, but in the meantime, let me share this awesome Everest experience with you!

Enjoy your climb…then get back to work!!!

Want to talk infographics? Or how about creating meaningful content that engages your audience? Let’s chat. Fill out the form below, and we will get back to you within 48 hours.

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