SOCIAL
Instagram’s Chief Explains the Latest Changes in the App Following User Backlash
As we noted yesterday, when the Kardashians talk, social media apps listen.
After both Kylie Jenner and Kim Kardashian shared their support for a campaign which calls for Instagram to ‘stop trying to be TikTok’, in response to its latest algorithm and feed changes, today, Instagram chief Adam Mosseri has posted a reply, in which he explains several aspects of concern among the IG community.
Mosseri covers three key elements in his update:
- The full screen feed – Mosseri reminds users that this is currently only in test mode, and that it’s ‘not yet good’, and certainly not good enough to get a full rollout to all users at this stage (you can read more about the test here)
- The shift to video – Mosseri says that while video has inevitably become more of a focus for the app, photos remain a key element, and ‘part of our heritage’. Photos are the key focus of the Change.org campaign which Jenner and Kardashian have supported in their posts, with users calling for Instagram to revert back to putting more focus on photo posts from friends in the main feed
- Recommendations in-stream – Mosseri also addresses the increase of recommended posts in your Home feed, which are posts from people and pages that you don’t follow, interspersed between the posts that you’ve directly chosen to see. Mosseri says that Instagram’s committed to showing people more content that they might like as this is ‘one of the most effective and important ways to help creators reach more people’. I don’t know that anyone buys this – the change is clearly a push by Instagram to maximize user engagement by taking on a more TikTok-like content approach, but that’s the one Mosseri is sticking with
It’s interesting to see the Kardashian Effect once again, with Jenner previously prompting Snapchat to reassess its UI update through her public comments about the change.
The Kardashians have huge influence, with Kylie and Kim having a combined 686 million followers on IG alone. Indeed, since endorsing the Change.org petition to ‘Make Instagram Instagram Again’, more than 70,000 more people have signed on, which has prompted Mosseri to respond, and explain the changes in more specific detail.
But the bottom line, however, is that Instagram is pushing ahead with its changes, in response to user behavior – whether people say that they like them or not.
In his further comments on the updates, in the replies to his video post, Mosseri notes that most of these shifts are happening anyway, regardless of any algorithmic or UI updates, while also suggesting that the loudest critics on Instagram and Twitter are not reflective of broader community sentiment.
Which is pretty much always the case, and Instagram would have the engagement stats, it knows whether its changes are popular and are driving user activity or not. So while many people may be voicing their angst over these updates, the internal numbers tell the true story, which Mosseri says will logically be the guiding light here.
Mosseri also notes that while some are asking for more content from their friends in their main feed, ‘all the growth in photos and videos from friends has been in stories and in DMs’.
Friends post a lot more to stories and send a lot more DMs than they post to Feed. If you want to make sure you never miss a feed post from a friend, add them to your favorites and they’ll show up at the top.
— Adam Mosseri (@mosseri) July 26, 2022
That’s another behavioral shift that Instagram needs to contend with – so again, while people may not seem overly happy with the updated display, the numbers show that it’s likely the most effective approach, even if it is a departure from what they’re used to.
Mosseri also says that they’re working on a new process that will prioritize what content to show users based on what they engage with. So if you engage with photos more, you’ll see more of them, same with Reels, Stories, etc.
In essence, Mosseri’s saying that the changes have been driven by broader usage and behavioral shifts, which have, of course, been influenced by TikTok, at least to some degree. But that’s not the primary driver of IG’s strategy.
So while it may feel like Instagram’s losing its differentiation, and becoming more like TikTok every day, the truth will lie in how that relates to ongoing engagement, and whether people end up spending more time in the app as a result of these shifts.
If people really don’t like these changes, and stop going to Instagram as much as a result, then it may be forced to revert back to something like what your main feed was before.
But if it goes the other way, you can expect Instagram to continue pushing ahead with its gradual reimagining of the app.
Also, a PSA for social media marketers:
PSA for all social/data folks: when Instagram merges all videos into Reels you will lose metrics like Video Impressions and Video Views which are being replaced with Plays and Reach. This means your 2022 reports will have to be readjusted. Be prepared now so you’re not surprised.
— Nick Cicero (@nickcicero) July 26, 2022
Worth noting in your approach.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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