Monday, 21 March 2016

The death of Instagram for brands

Earlier this week Instagram updated its news feed algorithm. Posts will no longer appear in chronological order and instead be sorted “based on the likelihood you’ll be interested in the content, your relationship with the person posting, and the timeliness of the post.”

 What this means is that Instagram will choose what to surface and when – essentially mirroring Facebook’s news feed.

This change is being spun as a way to optimize a user’s feed, when actually it grants Instagram the power to control ad content. “On average, people miss about 70% of the posts in their Instagram feed,” says Kevin Systrom, the co-founder and CEO of Instagram. “What this is about is making sure that the 30% you see is the best 30% possible.” While this certainly is true, make no mistake, Instagram is about to do this for monetization.


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