Distribution for Smaller Creators

A new ranking input now prioritizes smaller creators, enhancing their reach. Eligible content is initially shown to a small, targeted audience, with high-performing content gradually reaching wider audiences based on engagement metrics. This change aims to level the playing field, giving emerging creators a better chance to be discovered.

Prioritizing Original Content

Instagram will now recommend original content over reposts. Reposted content will be labeled with links to the original creators, providing credit where it’s due. Both original and reposting accounts have the option to remove these labels if desired. This initiative encourages originality and rewards the effort put into creating unique content.

Removing Content Aggregators

Accounts that frequently repost content without significant modifications will be excluded from recommendations. These accounts can regain eligibility after 30 days of not posting unoriginal content. Licensed publishers with explicit permissions are exempt from this rule, allowing them to continue their practices without disruption.

Algorithm Adjustments Across Different Features

Instagram Feed Algorithm

The feed algorithm now emphasizes:
* Interest: Predicts user interest based on past behavior.
* Post Popularity: Considers likes, comments, shares, and saves.
* Poster Information: Evaluates the poster’s past interactions and frequency of posts.
* Interaction History: Looks at your interaction history with the poster.

Instagram Stories Algorithm

The Stories algorithm prioritizes:
* User Engagement: Accounts you engage with frequently.
* Viewing History: How often you view an account’s stories.
* Closeness: Overall relationship with the poster, focusing on friends and family.

Instagram Reels Algorithm

For Reels, the algorithm considers:
* User Activity: Past engagement with similar reels.
* Author Interaction: Previous interactions with the poster.
* Reel Information: Audio track, video length, and caption text.
* Poster Information: Relationship with the poster.

Instagram Explore Page Algorithm

The Explore page algorithm focuses on:
* Post Information: Popularity and interaction rates.
* Your Activity in Explore: Past actions on similar content.
* Interaction History: Relationship with the poster.
* Poster Information: Recent popularity of the poster.

Top Ranking Factors and Other Changes

Overall Ranking Factors

The three most important factors influencing Instagram’s algorithm are:
* Relationship: Between the creator and the viewer.
* Interest: User’s typical interaction with content types.
* Relevancy: Timeliness and alignment with trending topics.

Restricted Content for Teens

To promote a safer environment for young users, teens are automatically placed in the most restrictive content control setting, limiting their exposure to sensitive content such as violence, self-harm, and explicit material.

Shift Away from Reels

Instagram is reducing its emphasis on Reels, instead giving more weight to Stories and regular posts. This change comes in response to user feedback regarding feed saturation with reels.

Replayed Reels Count

All views, including replays, now count towards a reel’s view count, potentially increasing view metrics for creators who produce engaging content.

Paid Verification

Meta Verified allows users to pay for a blue checkmark, enhancing visibility and providing additional features. This controversial change aims to offer higher visibility for verified accounts.

Lower Ranking for Reels with Watermarks

Reels containing watermarks or word marks, such as those from TikTok or other video editing platforms, will be ranked lower in the algorithm. Original content created outside the Instagram app without watermarks will not be affected.

Chronological Feeds for European Users

In compliance with the EU’s Digital Services Act, European users can now view Stories and Reels in chronological order from accounts they follow. Additionally, Search results will no longer be personalized based on previous activity.

Conclusion

These changes by Instagram are designed to create a more equitable platform, encouraging originality and adapting to user preferences and regulatory requirements. Fashion and luxury brands should adjust their social media strategies to leverage these updates, ensuring their content remains engaging and original to maximize reach and impact.

Article Images: Instagram Creators Blog, April 2024

Cover Image Courtesy: Photo by Alexander Shatov on Unsplash