The Instagram update: Something’s gotta give, right?
By Ann Stricke
It’s no secret that Instagram is Gen Z’s favourite social media platform, ranked highest among global internet users aged 16-24. [1]
For years, Instagram has been the top image-based platform and there was a lot to love. You could keep up with your friends, curate your page, and get inspo from other users. A single image could go viral overnight simply because of its aesthetic appeal. It was never the perfect platform, but it was unique because it allowed users to build a personal or professional profile to their liking.
And then Facebook/Meta started updating the app.
Gone are the days of the chronological timeline, decent algorithm recommendations and easy usability. Hello advertising, single images as videos and the same content you saw yesterday on your ‘For you’ page.
The July/August Instagram update saw massive backlash from users. Influencer Tatiana Bruening started an online petition to ‘Make Instagram Instagram again,’ which currently has over 310,000 signatures and it’s still growing.
It’s not the first time Instagram has faced backlash from users. The before-mentioned loss of the chronological timeline in 2016 upset a lot of users. In response to complaints, Instagram brought back a more complex version of the chronological timeline in March 2022 [2]. Again, not what users wanted.
So why does Instagram keep experimenting?
In the simplest terms, money. The longer users are on the platform, the more advertising Meta can feed them.
As the digital world continues to evolve, users are constantly looking for something new and fresh. Video content, specifically short-form video, is the current trend. Easily digestible and more fun, it provides messages to viewers within seconds. With the latest success of the video-based platform TikTok, it’s no wonder Instagram wants to replicate this success in the form of “Reels.” After all, that’s what Instagram did with Snapchat and Instagram “Stories” [3].
With the July/August update, Instagram was all about making the platform more “immersive [4].” Video content was a massive part of this. Video “Reels” started taking up more of the home feed, encouraging the endless scroll. The only problem, it’s just not as good as TikTok. Privacy issues aside, TikTok has always been a video platform, with an algorithm that has always been incredibly good and arguably the most targeted.
On the other hand, Instagram’s algorithm seems to have no idea what it’s doing. My ‘For you’ page is a mess of my interests, influencers I don’t care about, and the same reposted memes. If I spend 10 seconds on any new video, the themes of that topic will become the new focus of my ‘For you.’ In the end, Instagram is focused on recommending me content over showing me what I’m interested in, it often leads to me clicking off the app.
Many users have complained about the same thing, but Instagram has never really seemed to care [5].
The effects on creators
Arguably one of the most frustrating things about this ‘immersive’ experience is that it encourages that endless scroll. This isn’t necessarily that important to the casual everyday user. However, if you’re building a brand organically on Instagram, your engagement has probably taken a nosedive.
Cayla Ajaye, or @caylaajaye on Instagram, relocated to Sydney to model. Just last month, Cayla decided to restart her Instagram in hopes of beating the Instagram algorithm. I had a chat to ask her about her experience.
“I use Instagram as my modelling portfolio for brands and agencies to see,” Cayla said. “On my old account, I had almost 8,000 followers and used to get paid to post branded content. So, in a way, Instagram is a part of my modelling job.
“The algorithm changes really screwed me over. Even with 8,000 followers, the algorithm changed, and my engagement plummeted. Creating a new account in June was a hard decision to make, but it’s doing well so far. I’ve kinda figured out the new algorithm.”
It was a bold move from Cayla, but it’s working for her. Cayla’s new Instagram only has 650 followers, but engagement is much better. Unfortunately, it’s not necessarily a long-term solution.
As “Reels” become the go-to, content creators will have to switch to video to survive. Large creators will be able to transition easily, as they will be able to afford high-quality content creation.
However, if you’re a smaller company or content creator, it may be almost impossible. Constantly creating high-quality video content to beat the algorithm will only take you so far before you experience burnout. It’s something I’ve seen happen to some of my favourite creators, many of whom have stopped posting altogether.
In trying too hard to be TikTok, Instagram is losing its unique selling proposition. It’s no longer the photo app user signed up for. Instead, it’s a mishmash of other apps, feeling more desperate with every update.
It’s hard to say what the future of Instagram will be. Video content will definitely play a large role, but can Instagram pull it off? Users are already tired of the constant changes. Perhaps we’ll be saved by a new image-based platform, or Instagram may even revert some changes. Whatever happens, something must change. Something has to give.
Check out Cayla on Instagram @caylaajaye.
References:
[1] McLachlan S (2022) Instagram Demographics in 2022: Most Important User Stats for Marketers, Hootsuite, https://blog.hootsuite.com/instagram-demographics/, [accessed 15 October 2022].
[2] Today (2022) Instagram brings back chronological feeds – with a catch, https://www.today.com/news/news/instagram-chronological-feed-back-default-catch-rcna21356, [accessed 13 October 2022].
[3] Meriel Thomas H (2022) Instagram Sucks Now, Sorry, VICE, Instagram Sucks Now, Sorry (vice.com), [accessed 13 October 2022].
[4] Business Instagram (2022) Get the latest from Instagram, Meta, <https://business.instagram.com/blog/instagram-feed-recommendations-changes-announcement> [Accessed 13 October 2022].
[5.a.] Meriel Thomas H (2022) (See [3]).
[5.b] Chevlen D (2022) Who is Instagram for Anymore? Slate, https://slate.com/technology/2022/07/instagram-tik-tok-kylie-jenner-social-media-terrible.html, [accessed 13 October 2022].
Image references:
Instagram (2022) Tatiana Bruening (@illumitati) Instagram post [screenshot]
Instagram (2022) Cayla’s Instagram profile (@caylaajaye) [screenshot]