In a recent announcement, Instagram revealed significant changes to its algorithm, aimed at leveling the playing field for creators of all platform sizes. Historically, the platform’s algorithm has favored accounts with large followings and reposted content aggregators, often leaving smaller, original content creators in the shadows. The term content aggregators refer to accounts that frequently repost content from other creators without adding significant value or originality.
To address this imbalance, Instagram is rolling out four key changes:
- Giving Smaller Creators More Distribution
Instagram is introducing a new input to its ranking system, designed to amplify the reach of smaller creators. This change ensures that every piece of eligible content, regardless of the account’s following, is given an equal opportunity to be seen by a wider audience.
- Prioritizing Original Content
In a move to reward originality, Instagram will now replace reposted content with the original in recommendations. This means that creators who invest time and effort into creating original content will receive proper credit and distribution, even if their content is reposted by others.
- Labeling Reposted Content
When reposted content is identified, Instagram will add a label linking back to the original creator. This ensures that followers of the account reposting the content are aware of its origin, fostering transparency and giving credit where it’s due.
- Removing Content Aggregators from Recommendations
To discourage the proliferation of reposted content, Instagram will make content aggregators ineligible for recommendations. Accounts that frequently post unoriginal content will be excluded from recommendation surfaces, promoting the discovery of authentic and original content.
These changes come as Instagram aims to uphold its recommendation guidelines and maintain a high standard for recommended content. While certain categories of content may not be eligible for recommendations, such as sensitive or low-quality content, these updates aim to create a more equitable platform for creators of all types.
Adapt Your Nonprofit Social Strategy for Instagram’s New Algorithm
Nonprofits can adapt to the new Instagram algorithm by prioritizing the creation of original content that resonates with their audience. This includes sharing authentic stories, behind-the-scenes glimpses, and impactful visuals that showcase their mission and impact. Additionally, they can engage with their followers by responding to comments, hosting Q&A sessions, and actively participating in relevant conversations within their community. By focusing on quality over quantity and building genuine connections with their audience, nonprofits can leverage the new algorithm to increase their reach and engagement on Instagram.
Stay Updated
With Instagram’s recent algorithm changes, nonprofits have an opportunity to enhance their presence and impact on the platform. By understanding and embracing these updates, organizations can effectively reach and engage their audience, amplifying their message and driving meaningful change. For the latest insights and updates straight from the source, consider following Adam Mosseri, Head of Instagram, where you can stay informed and gain valuable tips to maximize your efforts on the platform.
