How the New Instagram Algorithm Can Help Small Businesses & New Creators
On April 30th, Instagram announced that they were updating it’s algorithm for recommending Reels (short video) content to users. Previously, the algorithm favored accounts with large followings and reposted content over smaller creators of original content. However, Instagram has adjusted the algorithm to give more exposure to original content creators, regardless of their follower count.
The key changes are:
When a new Reel is posted, it will be initially shown to a small audience, irrespective of whether they follow the creator or not.
Based on engagement (likes, comments) from this initial audience, top-performing Reels will be recommended to a wider audience.
The algorithm now prioritizes original content over reposted or reshared videos, giving credit to creators who put in effort for original material.
This update has implications for businesses and influencer marketing on Instagram:
Companies may need to reevaluate partnerships based not just on an influencer's follower count but on their ability to create engaging, original content.
Reposting content may become less effective, and companies/influencers may need to focus on driving engagement through creative original Reels.
The changes currently only apply to Reels, but similar adjustments could be made to other Instagram content formats in the future.
Overall, the algorithm tweak aims to level the playing field for smaller creators and incentivize the creation of fresh, innovative video content on Instagram Reels. If you haven't dipped your toes into Reels or even Instagram - now is the time to start.