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Usage Trends on Instagram
Mosseri pointed out that there is a change in the way through which users use Instagram. He noted that more photos and videos are posted in the DMs and on the stories than on the feed. This trend indicates that the Feed is becoming more of a public domain, particularly for creators who reach a wider audience:
- DMs and Stories Lead Engagement: Regular users prefer sharing content through DMs and Stories over the main Feed.
- Creators’ Advantage: Creators benefit from higher reach in the Feed, making it a crucial tool for expanding their audience.
In order to make the Feed more relevant and to enable users to discover new creators and accounts they might not know about otherwise, Instagram is introducing recommended content in the Feed.
Algorithm Changes
Mosseri stated that the changes in the algorithm are not frequent. Instead, Instagram makes changes on a daily basis, but the changes are minimal in order to improve the performance gradually. If you experience a large change in engagement, it is probably due to other factors, such as holidays or other seasonal activities.
- Daily Tweaks: The algorithm is refined daily with minor updates.
- External Influences: Major fluctuations in engagement are often caused by external events rather than algorithm changes.
Improving Content Visibility
To improve the recognition of videos and captions, Instagram is working on the improvement of the content analysis technology. The goal of this improvement is to boost content visibility not only on Instagram but also on search engines like Google. Mosseri noted that TikTok has better visual recognition tools that make its algorithm very addictive.
Instagram vs. TikTok
Mosseri said that the two platforms have different goals, which sets them apart. TikTok is more focused on the time spent by the users, while Instagram is more focused on the social interaction of the users and the entertainment they get from the platform.
- TikTok’s Focus: Prioritizes longer videos and user engagement time.
- Instagram’s Approach: Combines entertainment with social connection, focusing on short-form content that allows users to engage with friends.
Even though Mosseri stated that social interaction is a major difference between the two apps, the fact that half of the feed is from accounts the users do not follow indicates that there is a significant emphasis on the recommended content.
Myths and Features
Mosseri addressed common myths among creators:
- Posting Activity: Engaging with users when posting can increase profile visits, but there’s no direct correlation with the algorithm.
- Hashtags: No longer a primary way to boost reach.
- “Shadow Bans”: Instagram penalises certain content but informs creators about these actions.
New Features for Creators
Instagram is planning to introduce a “Blend” feature that will allow creators to collaborate more effectively. This feature aims to enhance content reach and collaboration among creators.
