4 Factors Affecting the New Instagram Algorithm And How To Keep Up
The Instagram algorithm has changed many times over the past few years in order to optimize the preferences and interactions of its users. Here are a few critical factors affecting the probability of a post to appear on top of a users’ feed.
1. Relationship: The Accounts You Interact with
Instagram favors posts by accounts considered to be “family and friends.” Tech Crunch reports everyone gets a personalized feed based on his or her interaction with certain accounts. With the 2019 Instagram algorithm, it comes down to the relationship between an Instagrammer and their followers.
Influencers are not real-life friends, so they need to build sufficient trust and reputation with their followers. A good example of an influencer whose built a strong relationship with their followers is Claudia Padgett, who regularly interacts. She posts photos, videos, stories, and responds to her followers’ comments regularly. Instagram takes note of that and prioritizes her posts in her followers’ feed, making them more noticeable.
2. How Long Users Spend Looking at Your Post
The Instagram algorithm takes note of how long users spend looking at your posts. When Instagram notices users spending more time than usual engaging with your posts, it will show your posts to more people.
The captions are consumer’s first introduction to your brand so you need to create compelling captions. Users can quickly look at your photo, but it takes longer to read an interesting caption. You need to make them count by encouraging your followers to leave a comment. They need to be interested in your captions and click the “More button” that will add to the time spent on the post.
3. Timeliness: How Recent Your Posts are
Freshness is the main factor in how Instagram fills the feed with posts that are recent and more relevant. The relevance of the post is as important as is the timeliness for ranking higher. Instagram is more likely to show recent posts rather than older posts even if they've received significant engagement.
Take advantage of every feature Instagram offers (story, video, carousel, Boomerang, IGTV) if you want Instagram to put you in its favor.
4. The Engagement a Post Receives
The higher the engagement your posts receive, the higher the probability that Instagram will boost it higher on your followers’ feed. If your posts usually demonstrate higher levels of engagement, Instagram will expect your new posts to also receive quality engagement, and so will give all your posts a push.
The Instagram algorithm notices and rewards influencers who make highly engaging posts that perform well. It ranks their future posts at the top of their followers’ feeds. Instagram's algorithm rewards Instagrammers who bring about rapid engagement. A good example of this is the Instagrammer Maria Taylor, who uses strategic hashtags that result in rapid engagement. Posts with a popular hashtag typically always have higher engagement.
The Biggest Instagram Marketing Trends for 2019
Brands need to stay up-to-date with the latest Instagram trends so they can effectively use them. Some trends are already here and will continue to grow this year. The following trends will help brands know where Instagram is headed and how they can improve their Instagram game in 2019.
1. Instagram Engagement Moves from Likes to Stickers
400 million users watch Instagram Stories daily in recent years. If you aim is to increase Instagram engagement, engage with your followers through Instagram Stories stickers instead of focusing only on getting more likes on your posts.
Instagram Stories stickers provide a fun and easy way to get your followers invested in your content, products, and brand. In 2019, Instagram will introduce more widget stickers as the Poll stickers, Countdown, or Questions.
You can give your brand cute, related stickers. A good example of this is the luggage brand Calpak that created attractive travel-related stickers. They engage Instagram users and their followers with their brand through their fun Instagram Stories.
2. Video Content
If you want to create useful content and build on authenticity, video is the perfect choice for your brand. You and your influencers can create impactful video content for your viewers. You can convert your offers, product reviews, tutorials, etc. from images to short videos and add extra value to your followers.
80% of users prefer live video from brands than reading blogs. 82% prefer live videos to post. People get the feeling that they are with an influencer when they watch their videos. Thus, create videos to increase engagement and keep your followers happy.
3. Micro-Influencers will Dominate the Platform
Followers are becoming tired of seeing pitchy content from influencers. 2019 is all about working with people whose opinions are trustworthy. Micro-influencers are more relatable than macro-influencers since they are like everyday consumers. Micro-influencers exist in every marketing niche and they are considered experts in their niche since they are very engaged. They have fewer followers, but most of them are genuinely interested in their posts.
Take Jackson’s Honest for example. They collaborated with Jenn, a lover of food to promote their chips. Aligning their brand with an influencer who truly loves their product and is excited to share with her followers will build an authentic relationship on Instagram.
4. IGTV for Driving ROI
IGTV is the newest long-form option that allows users to post 10-minute videos and 60-minute videos for verified users. IGTV is an amazing tool for providing longer form content to your followers, which is otherwise hard to do on a story or post. It connects followers with meaningful and comprehensive video content.
When you add IGTV video, your followers will be notified so this is an ideal opportunity to reach your audience and gain new viewers as well. IGTV makes mobile video sharing and viewing a more pleasant experience that helps drive impressions, brand visibility, and click-through rate.
At In/Spree Brands, we match brands with the right influencers who will help you stay ahead of all future trends. Schedule a demo with us here.
How Micro and Nano Influencers Compare to Macro Influencers
Influencers with a macro following might not be the right choice for you. We have seen how nano influencers, with less than 2,500 followers and micro-influencers, with less than 100,000 followers, deliver excellent results for brands wanting to grow their customer base.
1. They have Built-in Authenticity
Micro and nano influencers, provide real customer advocacy being they are authentic voices. Since they like the brands they ultimately post about, their posts are word of mouth. These influencers develop personal relationships with their followers, resulting in followers who show genuine interest in their content. Micro and nano influencers are more relatable than macro influencers and their recommendations have value for their followers.
Statistically it's easier to relate to a micro or nano influencer that is promoting a product. That is the case with the food blogger and Instagrammer @recipesfromapantry. When a food blogger such as this one shares a photo of them enjoying some healthy and delicious breakfast, you don't question the organicity of such content.
2. They are Cost Effective
Both the volume of micro and nano influencers, in addition to their smaller following, makes their sponsored rate a more affordable one for brands looking to work with influencers as well as those wanting to increase their investment. Less investment is one of the many benefits of collaborating with micro and nano influencers. Brands can work with several influencers simultaneously and reach a more engaged audience over a sustained period.
Micro and nano influencer marketing is cheaper than traditional advertising and compared to macro influencer campaigns is far less costly.
3. They have Higher Engagement Rates
Posts from micro and nano influencers have higher engagement as compared to posts from macro influencers. A survey conducted by HelloSociety showed micro influencer campaigns drive engagement rates 60% higher than standard marketing campaigns. It also showed that their campaigns are 6 times more effective per engagement than campaigns of macro influencers.
The reason for such a high level of engagement is their big influence. Micro and nano influencers cater to a niche audience and their trust level is high. Even though they do not have as many followers as macro influencers, they reach deep into their niche market and help your business reach prospects more efficiently.
4. They are Easier to Work with and Easier to Recruit
Influencers with smaller audiences are easier to access compared with macro influencers. They are everyday people, and have time to maintain good communication with their audience and answer their questions. They are more open to a collaborative process that will produce content that will present your brand in an relevant way, while still feeling authentic.
The brand Sperry, worked with many micro influencers on Instagram. Sperry’s influencers are usually people who were already sharing photos of its products. One of these Instagrammers Alexandra Ford Hamilton, had a strong, loyal following. In her photos, she wears Sperry’s shoes in scenic and exotic locations.
5 Predictions On The Future Of Influencer Marketing
The future of influencer marketing is subject to changes in trends, technologies, and audiences. Below you'll gain some insights and future trends into the potential changes that will affect influencer marketing to help you execute successful campaigns.
1. Increased Demand for Authenticity
Influencers help brands to create authentic content, this content helps them in acquiring new consumers. However, with the increase of paid influencers who produce co-branded content and speak on behalf of brands, there will be an increase in demand for authenticity. Consumers will continue to watch carefully for signs of accuracy and sincerity.
Intimissimi is a good example of a brand that carefully crafts partnerships with authentic influencers. Instagrammer Tamara creates authentic content with trustworthy information that engages her audience, wins their trust, and drives them to the brand.
2. Brands will Integrate the Concept of Confluence Marketing
Marketers will shift away from direct sales targets and adopt a more socialist approach. Confluence marketing, which blends relationships of content and influencers, will be a top priority for SMEs and companies in digital marketing strategies.
Relationships with influencers and content marketing form a winning combination for organizations and businesses. The quality of the brands’ relationship with their influencers favors a better distribution and message reception with their targeted clients.
3. Video Content and Podcasts will be the Main Information Channel
Due to consumers using mobile devices more than ever, video content will promote storytelling and become the focus of younger generations. Leveraging the right influencers in creative videos is a good way to expand a brands reach to new consumers and build brand authority. It is advisable for brands to take advantage of live videos on Instagram as well.
In addition, podcasts will become the new blogs of influencers. Podcasts are both - content and influencer marketing. Podcasting will help brands build organic, powerful, and authentic relationships with important names in their industry.
4. Micro-influencers and Niche Influencers will Replace Celebrities
Brands see the great value of micro-influencers and niche influencers. While they do not have a huge following like celebrities, micro-influencers and niche influencers are more relevant as they are ordinary consumers with a more pointed audience. Therefore, their opinions and recommendations are a trustworthy source of information.
Even brands like Adidas have started implementing such influencers in their marketing campaigns. They worked with thirty players from English football academies.
5. Instagram will Remain a Crucial Influencer Marketing Channel
Instagram will continue to be the number one platform for influencer marketing, and its popularity is only going to increase. Since Instagram introduced Paid Partnership tag, they've become a great asset for transparency. Influencers include the tag in the sub-header of the sponsored post. In doing this, influencers maintain transparency about their campaigns and retain the trust of their followers. Their followers can easily click on the tag to land on your brand’s profile.
An example of this is Reiss and Inthefrow, who teamed up on a sponsored post and used the Paid Partnership tag.
At In/Spree Brands, we match brands with the perfect influencers who drive proven results and will help you stay ahead of all future trends. Schedule a demo with us here.
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