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Today, Instagram chief Adam Mosseri has announced that Instagram is making update to the way that it ranks content, in order to put more focus on original work.
In response to various questions on Twitter, Mosseri explained that:
In essence, the aim is to reduce the dominance of aggregator sites, and give more credit to original creators. That, ideally, will see fewer content farms or re-posters dominating the Explore feed, while Instagram is also now pushing more recommended posts into your main feed also, and these too should be more original moving forward.
But the system is not perfect, and no doubt some accounts will suffer unjust penalties as a result. But again, Mosseri notes that Instagram will continue to evolve its detection processes over time to better determine where content comes from, and who posted the original, in order to help amplify the true creators, as opposed to letting bigger, farm accounts take all of the engagement.
It could have a big impact, considering the amount of aggregator accounts in the app, or it could be minimal. It’s hard to say right now, but the basic principle will be to continue posting original content to the app – and if you are re-posting, maybe it’s time to lessen your reliance on that content.
For brands, that could also have implications for UGC, and re-using customer posts and updates, if they’re also posting them on their own profiles. UGC can be a great social proof option, and a good way to engage with your community, and really, it will come down to measuring the impacts of the change versus the benefits of posting.
With Social Media Today
Nina Alvarez is a writer and content producer. Her interests include writing, particularly about different forms of digital communication and the many ways it can impact the flow of information through varying demographics.
