The entire year is 2022 and the planet is placed in the middle of a war between platforms. The main reasons for this? Attention, retention, and creation. Over the years, we saw how Instagram dominated the particular social media market and how this basically became the “official” badge to determine if a person could be considered an Changer or even a Content Creator. But , so much has changed through these last years, especially the rules of the content game.
As a strategy to keep people over the platform and value Creators, Instagram announced that they will update their rank algorithm to benefit unique content.
While this might seem to be exciting information, no details have however been released about what in fact these updates will be, just how or when we can expect any change. It’s unclear in case, by “original content”, Instagram is referring to rewarding creators for originality, or to encourage the creation of a lot more Instagram-exclusive content.
But we have some guesses about how exactly this new update may affect marketers and content creation on the social platform. Let us dig into that.
A war over short videos
After the COVID-19 pandemic, brands realized that, in order to keep customers consuming their content, it was necessary not only to have a useful interface and create good articles, but to do that in an unique way that catches and maintains the attention of the audience (and they also saw that certain of the best ways of doing that was working alongside creators), in order to make an impression on the increasing number of people consuming short videos for fast entertainment.
TikTok became a huge success not just for the short video file format, but also for the dynamic methods it provides to create content with responses and collabs, and for being well aligned with the music industry.
But even with everything that, Instagram still was the place to be recognized as an changer, so the most practical thing to do was to create content with all the tools from TikTok plus repost the content on Instagram. And what did Instagram do to avoid that? Limiting the organic reach of videos with watermarks from other platforms . This didn’t work out very well.
Because TikTok was becoming more and more popular as time passed, Instagram decided to take another phase to keep users inside the platform. It shut down IGTV . The results from that? Not much, actually.
But throughout the last year, we noticed Instagram attempting to become “more TikTok”, even claiming that it was no longer the photo-sharing app .
But what do all those actions have in common? None of them are really focused on the content creators nor their experience with the platform. It had been basically just doing what the rival does and using the brand name to stay on top. But we’re not in 2018 and this strategy doesn’t work any longer.
It took almost two years for the brand to realize that creators are just like customers plus brand promoters. If they do not feel comfortable or if they do not feel respected for their work, they will just leave for another platform. Finally understanding this, Instagram updated its criteria to favor original articles.
Originality is key
What can we, as marketers and articles creators, expect from that? Well, we can say that this is a small step for Instagram but a huge step for your market. As per Head of Instagram Adam Mosseri : “If a person create something from scratch, you need more credit than if you are resharing something that you found from someone else. [As such] we’re going to perform more to try and value original content more, particularly when compared with reposted content. ”
📣 New Features 📣
We’ve additional new ways to tag and improved ranking:
– Product Labels
– Enhanced Labels
– Rank for originality
Creators are so necessary to the future of Instagram, and we want to make sure that they are successful and obtain all the credit they ought to have. pic. twitter. com/PP7Qa10oJr
— Adam Mosseri (@mosseri) April 20, 2022
That doesn’t indicate content which was edited outside the platform before being published will be penalized, according to Mosseri, “The idea is if you made it, it’s original. ” And this is also a good thermometer to see if the majority of videos are edited outside the platform, it means that Instagram’s edit tools must be improved, and we can expect some future bulletins related to this new formula update.
For now, let’ h wait for what will really change on Instagram in the near future. If the social channel is really looking to create an engaged creators community, valuing their function is a good way to start.
Don’t forget that this update may also harm a lot of accounts which have their strategies based just on User-Generated Content , especially if their particular followers are also posting exactly the same content on their profiles. Yet we’ll have to wait for long term tests and tools to have an answer.
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