Social media marketing

Instagram is planning changes, social media marketers need to be careful

Instagram plans to updating the feed (the main way users see posts from everyone they follow) to include three options: home, following and favorites. (Nopparat Khokthong / Shutterstock)

Over the past 12 years of my career in social media marketing, I’ve learned that “the only constant in life is change” is a very true statement.

When I first started teaching for the Sonoma County Office of Tourism, I taught an hour-long class on how to connect with others through Twitter and Facebook.

After that, they added images to both platforms and Facebook pages became the norm instead of brands having a regular profile.

Then Instagram came a few years later and became one of the biggest platforms for hotel brands to connect with their audience.

Whether it’s a restaurant talking about new menu changes, breweries and wineries promoting their latest releases, or business owners sharing information and entertainment with their community – Instagram is become the go-to visual place for consumers to learn about new brands and for brands. to connect with their audience.

Creating social media content for Instagram was pretty simple: plan ahead, check your promotional calendar and events, then create posts based on that. (At least, that’s what social media marketers should have done.)

But just recently, Adam Mosseri, the head of Instagram, announced that he would be updating the Instagram feed (the main way users see posts from everyone they follow) to include three options:

1. Home: This will be the default feed, a combination of people you follow and what the algorithm thinks you’ll like. Let’s be honest: that’s exactly how the TikTok FYP works, and Instagram “borrows” it.

2. Next: This will be the chronological feed of the people you follow. (Yes, it’s back! And from the sound of everyone on an Instagram reel I shared, this is going to be an exciting feature that users will welcome with open arms.)

3. Favorites: This will be a chronological feed of all the accounts you don’t want to miss. You can make your list by promoting your friends, competitors, influencers or fun accounts. We’ll probably see a lot of CTAs from brands on Instagram asking people to favorite them.

Mosseri said Instagram will test these new features first, so not everyone will get them, but we can expect the new Instagram feeds to roll out in the first months of 2022, if they don’t. have not already done.

I’ll be sure to keep an eye on this and see how it affects the way we all use Instagram.

But remember: engaging, fun and educational content – *coughing* videos – will always be essential for connecting and growing – maybe even more so in the future.

If you haven’t started with Instagram Reels, now is the time to get started by taking a look at some of your frequently asked questions and creating a short 30 second Instagram Reel answering one of those questions. For some examples of how video can help your brand connect with your social media audience, see “5 Ways Social Media Videos Can Help Generate More Business.”

If you haven’t already, reach out to your internal team or outsource some of the social media help (learn more about deciding what’s best for your business: Should my business integrate digital marketing or outsourcing it?Try a combination of both).