Teri’s Take: Instagram Algorithm, Marketing to Gen Z, and Facebook’s Trending Section
Thu Jun 07 2018
Back for your weekly recap of what’s new in the world of social media and influencer marketing!
This week, it’s all about popularity. Every brand wants it (whether they admit it or not). But what makes something popular? Is it the brand itself, the consumers, or could it be the media who ultimately controls what we see? 🤔
The Article: Instagram Releases Official Details Amid Multiple Rumors Regarding New Algorithm Rollout
In the age of social media, “likes” and followers have become indicators of how popular brands are with their audience.
After news broke claiming that major changes had been made to Instagram’s algorithm, brands began to worry that their content would be seen by less people.
Well, ladies and gentlemen, Instagram has finally made an official statement to set the record straight.
Instagram feeds are still not in chronological order and are instead based on relevance.
Instagram denies that there is a “shadow ban” or algorithm rule that marks content with too many hashtags as spam.
Instagram says that business accounts “are subject to the same relevance-based showings and will be determined on your likes and comments”, according to the article.
We’re glad that Instagram has squashed the rumors, and we’re especially happy that brands won’t be deprioritized in users’ feeds. However, many brands have been seeing their engagement rates plummet despite Instagram's claims. I guess only time will tell?
The Article: How Instagram Threads Became the WikiHow for Gen Z
As someone who’s missed being a member of Generation Z by only one year, I will say that those young’uns have become very good at making their voices heard. The youth determine what’s hot—and what’s not. Therefore, if it’s appropriate, targeting Gen Z is a great way to generate popularity for your brand.
This article explains that Gen Z is no longer going to magazines, their friends, or even Google to find advice, how-to’s, and product recommendations. Nope, instead they’re going to Instagram.
These accounts post content in the form of threads that cover advice on topics ranging from acne, dating, weight loss/gain, coping with anxiety and everything in between.
According to the article, here’s what Gen Z is saying about Instagram threads:
- “The format is just a lot easier to read than stuff like Google... It’s not like reading this giant paragraph at once. No one wants to do that.” Sophie, 13
- “They are ... more reliable as you can check the comments and ask for advice from that account, so you get more of a personalized experience. Google seems formal normally, whereas threads ... have a more relaxed feel.” Grace, 15
Get in on this trend while it’s hot!
While these accounts don’t have the nicest looking content, and the advice itself may seem like common sense to anyone old enough to vote, you could partner with some of these thread accounts to create sponsored content, giving your brand the unique opportunity to get your brand or product in front of thousands, if not millions, of adolescents who are searching for product reviews, advice and solutions to their problems. It’s a great way to get exposure to a huge market.
Facebook recently announced that it was removing its trending section. Similar to Twitter, Facebook’s trending section was adjacent to the news feed and featured the most shared topics and articles in real time. While most Facebook users won’t miss the trending section, could the reasoning behind its removal be a cover up?
Here’s what Hubspot experts are saying:
- In recent months, negative news about Facebook was ending up on Facebook’s very own trending section. Obviously, not a good look!
- A lot of the trending news ended up being #FakeNews. It’s not a good idea to spread content that’s false and potentially harmful to companies or individuals.
- Facebook feeds prioritize content from friends and family as well as ads. Removing the trending section was removing potential distractions. Besides, the trending section only “accounted for less than 1.5% of clicks to news publishers on average."