Photo credit: Canva. Graphic Artist: Sarai Pak
By Alli Hartz and Jess LaPolla
Hey content creators! Have you ever spent hours trying to come up with the perfect idea for an Instagram Reel or have gotten lost in the process of trying to beat the algorithm? You may ask yourself these questions: How long should my video be? What audio is trending right now? Which hashtags do I use? And what happened to the good old days when filtered images of lattes or sunsets were able to generate thousands of likes?
Deep breath! Those days are gone but that doesn’t mean you should despair. It’s true that those who can afford to do so have shifted their content strategy to other platforms. As for the rest of us, we will continue to offer up free content to Meta because we don’t have a choice. We need likes, shares and saves to build brand awareness and keep our small businesses afloat.
Which is why it’s so frustrating when, after carefully creating your masterpiece, you release it out into the world and no one engages with it. Maybe you think you’ve finally beaten the algorithm gods, and then, your reel gets a whopping six views and all of your hard work seems pointless.
Whether it performs well or not seems totally random at this point, right?
Wrong. Well, sort of. At the very least, we have a few tips and recommendations that will help you keep your Instagram content strategy afloat.
In this article, we’re focusing on recent algorithm changes and how video content in particular gets ranked. We’ll take a look at the changes we’ve already seen on Instagram and how these changes are impacting content creators.
Instagram uses many algorithms for different segments of the app: Feed and Stories, Explore, and Reels. The algorithm recommends content that users might be interested in from accounts they’re not yet following. It also gives users the option to see more or less of the suggested content. The second area of change is around videos. Instagram stated it would be offering more full-screen, immersive, and mobile-first video experiences.
In 2021, Instagram announced further changes. To compete with popular video-sharing platforms such as Tik Tok, Instagram said that it would focus its growth in four key areas: creators, video, shopping, and messaging. With Instagram’s Feed and Stories, users see people and accounts they’re already following. Content in the Feed and Stories gets ranked in order of how interested Instagram thinks users are in that content, based on its topic or type. It factors in information about the person posting, like whether they're a friend or how often they post. The algorithm also ranks content based on the user’s activity and how the user interacts with the person posting. If a user consistently likes or shares an account’s content, they’ll see more of that content in their feed.
One of the most noticeable, and perhaps most frustrating, changes in Instagram's algorithms is the shift in emphasis from photos to Reels, leaving many creators feeling burnt-out or left behind while trying to keep up with constant posting. “Posting for every observance or holiday can feel performative and a lot of smaller organizations don’t have the capacity to make that content,” says Annette Diggs, Founder and CEO of EDGE OUTDOORS, who has experienced firsthand the uphill battle of Instagram’s changes.
On the surface, the everchanging algorithm is annoying, but there are many deeper implications that it holds for digital creators. Many influencers and groups that utilize Instagram as a platform are struggling to reach the same volume of people as they have in previous years. This affects not only the number of likes and followers they receive, but also the number of donations and direct support needed to keep non-profits and affinity groups financially afloat. Instagram’s latest algorithm changes have literally impacted the bottom line and the types of programming that some outdoor organizations are able to offer. The numerous affinity groups within the #DiversifyOutdoors space that have sprung up over the past six years are also feeling the financial squeeze.
“We’re watching as the communities we worked so hard to build are eroded by Meta’s desire for profit,” says Danielle Williams, Founder of outdoor diversity blog Melanin Base Camp. “It was hard enough when the requirement was to produce a constant stream of high resolution outdoorsy photos of socially acceptable bodies—light skin, loose curls, slender or athletic build, European features. That was the requirement before and many people in our community don’t fit that standard and didn’t have access to high-end camera equipment. Now we have to do all that, but on video, while dancing, or pantomiming African American Vernacular English (AAVE). It’s exhausting. We’re witnessing the erosion of outdoor communities that many low-income, queer BIPOC worked hard to build over the past few years.”
Whether the loss is a sense of community, a financial loss, or both, many groups are feeling the effects of these new changes and are scrambling to develop new creative skills, while others are considering leaving the app entirely.
Lettie Stratton of Wild Wanderer, a media company and community builder for LGBTQ+ outdoor adventurers, says she feels the pressure to produce more video content in order to continue building a community presence on Instagram. She points out that Instagram’s emphasis on video can feel particularly daunting to writers: “As someone who values and specializes in the written word, video content would definitely be outside my comfort zone and be a steep learning curve.” As a result, Lettie says she’s been less active on the app and is questioning how fully she wants to commit to building a social media presence for her brand.
So how can creators keep up with Instagram’s changes and continue to build their online communities and reach?
It can be tempting to create reels about many different topics you are passionate about, but it is important to narrow in on one topic. Creating original content on something you know a ton about will set you apart from everyone else. To grow your audience, whether you’re a content creator or leading an affinity group, having a clear understanding of who you’re speaking to, and what type of content they’re seeking will help you stay connected. Create content that’s specifically for them–whether it’s education, support, community, or inspiration. When you create a video, speak to them conversationally, as if you were sitting together in person.
Keep evolving your content to better meet your audience’s needs. Ask them directly what they’d like to see or hear from you, and then follow through on their feedback. If you’re showing genuine interest in your followers, they’ll want to engage with you. Drive more traffic to your Instagram profile by steering viewers to a link in your bio that takes them to your website, blog, or landing page.
Instagram’s algorithms will rank your content based on topic. Making the topic of your content clear will help ensure that it reaches relevant audiences. Try using text and closed captions; this adds value to your videos and makes them more accessible. Use a few specific-to-your-niche hashtags that will help categorize your topic and get more views.
Avoid re-posting videos from other apps if they have a watermark on them. Instagram deprioritizes videos that have been obviously recycled from other apps, like Tik Tok.
Instagram has stated that its algorithms factor in how often a creator posts. The app has also stated that high-quality video and audio will get ranked higher. Posting consistent, engaging content with sharp imagery and clear audio will help leverage the algorithm in your favor.
Do your research and stay up to date on the latest changes in the algorithms. Pay attention to how many hashtags you should be using (3-5) and how long your video should be (right now it seems like 8 seconds is best). Keep an eye on what audio is trending; reels with trending audio will have an arrow next to the audio title. Try to use audios that have only just started trending. Most importantly, find what works for you in a way that is sustainable.
It’s tempting to place a lot of focus on creating beautiful visuals, but this can come across as overly-produced and inauthentic. It can also add undue pressure to community builders who are simply looking for ways to connect. That’s why Hillarie Maddox, Founder of Black Girl Country Living, suggests approaching video creation like any other new endeavor. “It takes time to get comfortable on camera, but treat it as a learning experience and share that with your audience. I think audiences these days really want to connect more with creators authentically and video offers that. You don't have to be perfect–just provide them a window into your world.”
If you want to build real connections and a strong digital community, the algorithm changes and video ranking can help you do that. It’s a good idea to make a plan that plays to your strengths while leveraging what we know about the latest algorithm updates. At the same time, keep in mind that everyone’s learning as they go, and no one has all the answers. Use the app to find inspiration, be authentic in how you show up, try new things, and have fun!