For marketers, consistently creating high-quality, engaging, and relevant content across social channels can be difficult and time-consuming.
To address these challenges, most marketers rely on retweeting content from other creators and brands as an opportunity to fill out social calendars and deliver valuable content on a more consistent basis.
In fact, retweets are a very popular option for sharing information, funny memes or interesting trends with your own audience without having to reinvent the wheel – consider, for example, how Instagram’s #repost hashtag has more than 560 million posts.
But as of April 20, 2022, retweets will no longer be rewarded. Here’s what Instagram’s new algorithm update means for marketers.
What Instagram’s new algorithm update means for marketers and creators
Original content is preferred
Instagram head Adam Mosseri announced on Twitter on April 20 that Instagram now ranks based on originality.
As he puts it, “If you create something from scratch, you deserve more credit than if you re-share what you find from someone else. We’re going to do more work to try and value original content, especially It’s more republished content.”
On the surface, this seems like a fair deal. For example, if a marketer goes to great lengths to create a unique, original infographic, she should be rewarded because her post ranks higher in the algorithm than everyone else. Republish Her same infographic.
Also, it’s a great experience for the user. Instagram users don’t want their feeds filled with all the same content, reposted over and over again. Every time they scroll, they want to see fresh new posts.
However, “original” can be difficult to define. For example: if it’s a branded video, first posted on your YouTube account and then reposted to your Instagram Stories, is it still considered original?
Or – what if your CEO is mentioned in another brand’s post and you want to re-share it with your own audience?
AS Mosseri Answering a question on Twitter“The idea is that if you make it, it’s original. If you edit it outside of Instagram and bring it in through the gallery, that’s fine. But identifying ‘original’ is difficult, so we’ll go with it. Iterate over time.”
It looks like this decision is primarily about reducing the number of aggregated accounts on social platforms — accounts that focus on compilations of content from other creators, like @HilariousYouTubeVids or @CelebFashionInspo.
That’s not necessarily a bad thing for marketers. Getting your content to a new audience can be very difficult, especially when you’re competing with the same reposted TikTok videos from 50 different accounts.
It’s equally exciting for content creators. In the past, if you created a funny Instagram Stories video and someone reposted it to their Instagram feed and got a lot of following, you didn’t necessarily benefit from it – the retweeter got views, likes, shares.
Right now, Instagram is rewarding originality, so if you’re the first to create and share content, this new algorithm update should help you be the only beneficiary.
Also, as Mosseri wrote in Response to another tweetInstagram’s algorithm already Preference is given to original content, so this is nothing new. Photo-sharing apps are simply leaning more in this direction and re-evaluating the AI systems they currently use to detect raw content.
To recap, Instagram’s new shift to rewarding original content will:
- Severely penalize aggregator sites. So if your entire account is based on posting funny videos from other people’s accounts, you may see a drop in rankings. If the majority of your account is original content, you shouldn’t be affected.
- Iterate over time. Instagram is still trying to define what “original” means, and as Mosseri puts it, it will take time to properly understand what is truly original.
- Allows you to publish content you create and edit outside of the app. Post your own content that you’ve posted on other social channels, and anything you’ve edited outside of Instagram, you can post with confidence. Since you did, it’s still original.
- If you publish primarily user-generated content, reconsider your strategy. There’s plenty of evidence that user-generated content (UGC) is an effective marketing strategy, and it’s not going anywhere. However, if your entire feed consists of customer republished content, you may want to reconsider the ratio of UGC to original content. To address this, consider creating original branded content using quotes or short videos from customers and advocates.
Instagram’s algorithm update will also offer product tags and enhanced people tags
This is part of a larger Instagram algorithm update that will now also be available product label to everyone (they were previously only available to selected accounts), and Enhanced People Labels (This allows you to provide a short description below your name, which is displayed when a user clicks a tag in a post, such as “Caroline Forsey: Writer”).
answer this question, why now? , Mosseri said, “As we focus more on advice, it becomes increasingly important [we] Don’t overestimate aggregators, because it’s bad for creators and therefore bad for Instagram in the long run. “
Ultimately, Instagram’s goal is to make sure its users’ feeds don’t just become one big copy of the same few messages. That’s a good thing: it means your branded content will have more room to move forward to reach new audiences, and you’ll see the hard work of creating unique, one-of-a-kind content pay off.