Constantly creating high quality, engaging, and relevant content on social channels can be incredibly difficult and time consuming for marketers.
To combat these challenges, most marketers have relied on republishing content from other creators and brands as an opportunity to fill their social calendars and deliver valuable content more consistently.
In fact, republishing is an incredibly popular option for sharing information, fun memes, or interesting trends with your own audience without having to re-create the wheel; think, for example, how the #repost Instagram tag has over 560 million posts.
But as of April 20, 2022, republished content will no longer be rewarded. This is what the new update of the Instagram algorithm for marketers means.
What does the new Instagram algorithm update mean for marketers and creators
Priority will be given to original content
On April 20, Instagram boss Adam Mosseri tweeted an ad that Instagram now ranks based on originality.
As he says, “If you create something from scratch, you should get more credit than if you re-share something you’ve found from someone else. We’ll do more to try to value the original content more, especially in comparison. republish content “.
On the surface, it looks like a fair deal. If a marketer has trouble creating a unique and original infographic, for example, he or she should be rewarded by making your post higher on the algorithm than someone who is republish its own infographic.
Also, this is a good experience for users. Instagram users don’t want their channels to be cluttered with all the same content, to be republished over and over again. Every time they move, they want to see new and new posts.
However, “originality” can be difficult to define. For example, is it still considered original if it was a branded video that was first posted to your YouTube account and then re-posted to your Instagram stories?
Or, what if your CEO is mentioned in another brand’s post and you want to share it with your own audience again?
Com Mosseri he said on Twitter in response to a question“The idea is that if you did it, it’s original. It’s okay if you edited it off Instagram and then put it through the gallery. Identifying ‘originality’, however, is difficult, so we’ll repeat with the time”.
This decision appears to be designed primarily to reduce the number of aggregation accounts on the social platform, accounts that focus on content collections from other creators, such as @HilariousYouTubeVids or @CelebFashionInspo.
Which isn’t necessarily a bad thing for marketers. Putting your content in front of new audiences can be incredibly difficult, especially when competing against the same TikTok video republished from 50 different accounts.
It’s just as exciting for content creators. In the past, if you created a funny Instagram Stories video and someone re-posted it to their Instagram feed where it gained a lot of traction, you wouldn’t necessarily reap the benefits: the re-poster would get the views , I like and share.
Instagram is now rewarding originality, so if you’re the first to create and share content, this new algorithm update will help you remain the sole beneficiary.
In addition, as Mosseri revealed in reply to another tweetInstagram algorithm now prioritize original content, so this is nothing new. The photo-sharing app is simply leaning more in that direction and re-evaluating the AI systems they currently use to detect original content.
To recap, Instagram’s new change to the original content reward will be:
- Heavily penalize aggregation sites. Therefore, if your entire account is based on posting funny videos from other people’s accounts, you may see a decrease in ranking. If your account is full of original content, you shouldn’t be affected.
- It will be repeated over time. Instagram is still working to define what “originality” means, and as Mosseri says, it will take time to do well in identifying what is truly original.
- Allows you to post content that you have created and edited outside of the app. Feel free to post your own content that you’ve already posted on your other social channels, as well as any content you’ve posted outside of Instagram. Since you did it, it’s still original.
- Please reconsider your strategy if you are primarily posting user-generated content. There is a lot of evidence that user-generated content (UGC) is an effective marketing strategy that will go nowhere. However, if your entire feed is republished content from your customers, you may want to reconsider the proportion of UGC and original content. To avoid this, consider creating original branded content with quotes or short videos from your customers and advocates.
The Instagram algorithm update will also feature improved product tags and people tags
This is part of a larger update to Instagram’s algorithm, which will also be offered now product labels to everyone (previously they were only given to selected accounts) as well improved people tags (which allows you to provide a brief description under your name that will appear when users click on a publication’s tags, such as “Caroline Forsey: Writer”).
In response to the questionWhy now ?, Mosseri says: “As we rely more on recommendations, it is becoming increasingly important that [we] Don’t overestimate the aggregators, as this would be bad for the creators and therefore for Instagram in the long run. “
Ultimately, Instagram’s goal here is to ensure that its users ’feeds don’t just become a large replica of the same messages. And that’s good: it means there’s more room, moving forward, for your branded content to reach new audiences, and you’ll see a reward for the hard work of creating unique, unique content.