What Happened
Instagram is ch-ch-ch-changing. The Facebook-owned, photo-sharing social network has started testing an algorithm-based feed. Instead of showing posts in reverse-chronological order, the posts will be rearranged based on their importance and popularity determined by an algorithm. The new feed is expected to roll out to all users in the coming weeks.
In related news, Instagram is also extending its video length from the previous 15-second limit to 60 seconds, giving users and content creators more space to showcase their videos. Previously, the company increased the length limit of its video ads from 30 seconds to 60 seconds.
What Brands Need To Do
It is likely that this change to Instagram’s feed will have the same impact on reach for brand posts as similar changes have meant to Facebook’s News Feed. Those changes at Instagram’s parent led to lower organic reach as Facebook further monetized their platform. While brand posts on Instagram can be as popular and successful as any other, it appears that we may have reached the peak of organic reach. Brands can encourage users to turn on post notifications for their accounts to stay informed, as many influencers have been doing. The increased video length can help familiarize users with longer videos on Instagram, which should be a good news for brands trying to engage viewers with video ads on Instagram.