It’s one of those times when quality wins over quantity. I have a long-term strategy that’s designed to survive any “social media crisis”.
It’s official: Instagram’s upcoming algorithm changes have caused a global thirst crisis. Everyone and their grandma are asking their followers to “turn on post notifications”. By turning on post notifications, you’re signing up to receive alerts anytime the user posts. Because, you know, we don’t spend enough time on social media as is, riiiiight?!
My clients and friends have bombarded me with texts and emails in the last 24 hours. “To post or not to post?” That is the question.
On a serious note, if your business/work largely relies on Instagram, your fear of losing credibility and reach is very real. I hear you. But the truth is, until this new algorithm is in full swing (it’s still being tested), we don’t know what effect it’s going to have on our marketing efforts. For now, I have a few thoughts and tips on how to survive the global Instagram thirst crisis, aka the #turnmeon, or #letsstaytogether movement.
Earlier this month, Instagram announced that it will be restructuring the home feed from chronological order to “show the moments we believe you will care about the most. All the posts will still be there,” the company said, “just in a different order.”
Basically this means that the more you like and comment on someone’s posts, the more of their posts you will see.
We’ve all seen brand pages on Facebook that have 200,000 “likes” and near 0% post reach. As a brand, unless you “boost” as post, there’s a chance no one will see your content. For brands and influencers alike Instagram has been a safe haven, a place where great content can organically reach a huge audience, and where you curate your own feed (without being told what moments “you care about the most”).
We’re listening and we assure you nothing is changing with your feed right now. We promise to let you know when changes roll out broadly.
— Instagram (@instagram) March 28, 2016
When Instagram started introducing sponsored posts last year, it was clear that more changes were underway. Monetization became a big topic. It’s not quite clear yet how the new algorithm will affect digital marketing.
Some marketers say that you “now have to focus much more on content your followers will want to like or comment on”. I encourage you to not take that advice.
so apparently @instagram is changing tomorrow and I have noticed a lot of people asking their followers to turn their notifications on… but i am going to take like @blackwhitevivid and ask you not to turn mine on. like kati so eloquently stated, we already spend so much time glued to our phones. and while i do believe social media is such a great thing, so is living your actual life, and a notification will only give your brain another excuse to open up instagram. also, i dont think this algorithm is going to change things that much! ?? PS this photo is from when @trashisfortossers and i made #zerowaste smoothie bowls in NYC last year ?☺️
Even Instagram’s own head of fashion Eva Chen thinks you should keep it chill:
❗️thoughts on the meme of the day❗️: The interwebs is exploding with people urging other people to turn on post notifications… ? take it from me, unless you are dying for up-to-the-nanosecond posts about my nailpolish whims, you don’t need to turn it on tomorrow. #trustmeonthisonepeople. (PS This is @opi_products in Olive in Green, possibly my new favorite color!)
A photo posted by Eva Chen (@evachen212) on
It’s one of those times when quality wins over quantity. I have a long-term strategy that’s designed to survive any “social media crisis” and is more foolproof than putting up a “turn me on” sign (thirsty much?). Everyone already got the memo, and if they really want to get notifications from you, they know what to do without your reminder.
7 Ways To Survive The New Instagram Algorithm:
1. Focus on creating content that aligns with your vision, represents your brand (personal or professional), and adds value to the community.
2. Make sure every post is high quality: blurry won’t do.
3. Keep communication with your tribe a two-way street (interact and be nice!). If you catch yourself looking at your own page over and over, spend some time giving the love with someone else instead by liking and commenting on their posts.
4. Be consistent: create a look for your Instagram grid, and stick to it. Think of the bigger picture and how the posts will look next to each other for a more powerful, eye-pleasing impact.
5. Stay active: to keep your community engaged, keep them interested by posting at least once a day.
6. Be yourself: while there’s nothing wrong with spending time getting inspired by other people’s Instagram pages (I always say it’s a great glimpse into what’s possible!), don’t compare yourself to strangers on the Internet. Take what works for you, leave what doesn’t, and remember to infuse it with your own unique genius (because we all have it!). It’s easy-ish to replicate someone’s Instagram style, but it’s so much more valuable and special to create something that’s completely you. Take note of my friend Lucy Litman, who nailed it with her Pantone-centered Instagram. How to find “your thing”? Try things. Many different things. And see what sticks. And what comes to you so effortlessly, you want to continue doing it.
7. Be patient: while some Instagram accounts seem to blow up and get 100K followers in a matter of months, some take time to grow (Lucy did her Pantone thing for over year until it truly got picked up). Instead of posting about things you don’t really care about (but most people on Instagram seem to be obsessed with), just keep doing what you love, and your passion will shine through.
Scroll through these divinely arranged Instagram grids from the worlds of fashion, travel and wellness to help your imagination run wild.
Hit me up in comments below.