What the Instagram Algorithm Update Means for YouCategory
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This past weekend, Adam Mosseri, Head of Instagram, was so bold to claim that the app was no longer seeking to be identified as a “photo-sharing app”. Seeking to align themselves with the likes of TikTok and YouTube, the company is ushing in entertainment and video content as a favoured means of asset sharing.

As social media platforms continue to adapt and change to their users’ wants and needs, Instagram will enhance critical areas. These include:

  • Creators

  • In-app shopping

  • Messaging

  • Video

What changes are coming to Instagram?

Over the coming months, Instagram will integrate a variety of changes for users and creators, including:

  • Creating transparent opportunities for content creators to make a living through Instagram with affiliated content

  • Accelerating in-app shopping to compete with changes to the e-commerce industry

  • Revamping how users interact with messaging

  • Shifting from a photo-sharing app to an entertainment and video-based app

Who will these changes impact?

These changes will impact all Instagram creators and users as they will change how they interact with the app and the kind of content they’re shown through the algorithm. Currently, Instagram operates with a variety of algorithms, depending on what kind of content users are looking at. This means that each segment within Instagram has its own algorithm (Feed, Stories, Reels, Shopping, and Explore) that decides how content is ranked and served to users.


Users may find themselves interacting with more video-based content than they were previously, and depending on whether or not video-based content continues to resonate with them, users may find their feeds to be less desirable.


As a result of these changes, we could see photo-based creators post less frequently if they are unable or unwilling to take on video production. Adversely, we could see a mass exodus to TikTok where quality standards are lower and the chance of going viral considerably higher.


Similar to creators, photo-based brands may find themselves posting less frequently and they also may see a dip in impressions and reach, especially if they aren’t integrating video content into their overall strategy.

How will this impact brands?

This will impact brands differently, depending on their current content strategies, and some clients may see a decrease in their impressions and reach as these changes are tested and rolled out over the coming months.

However, for brands that are interested in breaking into the e-commerce realm, or integrating influencer marketing into their strategies, this may provide an easy way in, due to the added tools for creators on the platform. At the same time, brands who may be looking to utilize video-based content could see their current analytics maintained throughout this transition.

What is the impact on social media marketing overall?

The significant impact on social media marketing is the shift to video-based content and the implementation of added features for creators. Instagram is making a concerted effort to support the needs of creators (who they see as the main users) over those of institutions.

Another major impact on social media marketing is the rising popularity of eCommerce through Instagram’s Shop feature. This will allow brands of all sizes to easily sell their products within Instagram, bringing continuity to the shopping experience.

In addition to elevating brands and their products, the added eCommerce functionality will greatly benefit creators who are sharing products with their followers by earning commission within the Instagram app.

How Talk Shop is prepared?

At Talk shop, we continue to monitor week-over-week performance and pivot as needed. As part of this larger shift, we will review organic content strategies to align with these changes and consult with clients about integrating more video content into content calendars.

How can your business prepare?

  • Brands should review current content strategies and digital assets to ensure they can incorporate a higher volume of video-based content into future strategies.

  • Talk Shop recommends reviewing marketing budgets and projections to make allowances for an increased spend on video asset creation.

  • If you’re unsure as to how you can incorporate more video content into your social and content strategy, feel free to get in touch!