Instagram: Chronology and Engagement

June 16, 2018

Social media is something that I definitely have a lot of opinions on. For me, it's been a large part of the success of my career so far. I utilise Instagram and Twitter often in searching for new clients and connecting with the people I've networked with and they are essential tools within my business. Like most essential tools, when they fail business drastically declines.

In recent days I've seen my Instagram reach drop from an average of 1,500 (of my 4,000 followers) to roughly an average of 30. For those not familiar with the jargon of social media insights and analytics, reach refers to the number of accounts that my photograph has reached. Of course, this is making it increasingly difficult to a) grow as an account and b) reach potential clients.

These major changes in the Instagram algorithm began back in 2016 when they lost the concept of a chronological feed, which has since caused a significant uproar across the Instagram community and not only from those who rely on tools such as Instagram to fuel their business.

There are a number of reasons that we can gather as to why Instagram might have changed this vital aspect of their platform. By introducing this algorithm that shows popular posts at the top of the feed, it allows Instagram to manipulate what the users see and when. Naturally, the next step is monetisation, and this is perhaps the most obvious answer to why they altered the way their app worked. Instagram was taken over by Facebook around the time of this change and soon after followed in Facebook's footsteps of offering promotional/sponsored posts. Those who relied on Instagram for their business who were now seeing less engagement and reaching less of their followers would now be offered the option to pay Instagram to promote their posts to the people who already follow them.

But not all is pessimistic, another reason that Instagram have likely rid of this chronology might not be in such a selfish spirit but rather to increase the quality of the posts you are exposed to. This is an effort to tackle spam and defeat the idea of quantity over quality. However, algorithms are not humans and errors can be made. This is why it is essential that if you like what an account is posting then you interact and engage with it. Like the photos, comment on the photos. This is the only way to teach the algorithm what you want to see in your feed and whereby assist smaller accounts and businesses in growing.

Are you being affected by Instagram's algorithms? Let me know.

Below is a photo (which has been seriously underperforming!!) that I recently posted on Instagram from a shoot that I'll be posting about here in the coming days. Check it out, show some love. <3 

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