Instagram has rolled out new updates to its algorithm, which has left many users scratching their heads, wondering why their posts aren’t getting the traction they used to. If your Instagram engagement has dropped, it might be due to some of these changes. Let’s break down what’s new, and how you can adjust your strategy to get your content seen.
1. Engagement Over Follower Count
Instagram’s latest algorithm shift prioritises user engagement over follower count. This means that even if you don’t have a huge following, you can still achieve wide exposure if your content is engaging.
Tip: Focus on creating content that encourages interaction. Ask questions in your captions, use interactive stickers in your Stories, and create polls or quizzes. The more your audience engages with your content, the more likely it is to be seen by others.
Example: A small New Zealand café might have only 500 followers, but by posting engaging content like “Which new flavour should we introduce next?” in their Stories, they could drive high levels of interaction, pushing their post to a wider audience.
2. Beware of Plagiarism
Instagram is cracking down on content that is reposted without proper credit or personalisation. If you’re sharing someone else’s content without adding value or crediting the original creator, Instagram may limit your reach.
Tip: Always credit the original creator and add your own twist or commentary to reposted content. Better yet, focus on creating original content that reflects your brand’s unique voice.
Example: Instead of simply reposting a popular meme, a New Zealand-based eco-friendly brand might create their own version that aligns with their sustainable values, ensuring their content is both original and engaging.
3. Avoid Overly Short or Long Reels
Instagram’s algorithm does not favour Reels that are either too short (under 10 seconds) or too long (over 90 seconds). The sweet spot is between 30 to 90 seconds.
Tip: Plan your Reels content to fit within this timeframe. Focus on delivering concise, high-impact messages that engage viewers from start to finish.
Example: A New Zealand tourism operator could create a 60-second Reel showcasing a stunning landscape, paired with a quick tip or fun fact to keep viewers engaged throughout.
4. Optimise Your Instagram Bio
Your Instagram bio is the first impression users get of your brand, so make it count. It should clearly communicate who you are, what you offer, and how users can interact with you.
Tip: Use a combination of text, emojis, and links to make your bio both informative and visually appealing. Don’t forget to include a strong call to action (CTA).
Example: A Christchurch-based fashion boutique could craft a bio like this: “🌿 Sustainable fashion for every Kiwi 🌏 Shop our latest collection 👇 #EcoFriendlyFashion,” followed by a link to their online store.
5. Utilise Story Highlights
Story Highlights are a great way to showcase key aspects of your brand, products, or services. New visitors to your profile can quickly learn about your offerings by browsing through your Highlights.
Tip: Organise your Highlights into categories like “About Us,” “Best Sellers,” and “Customer Reviews” to make it easy for users to find the information they need.
Example: A Wellington-based artisanal bakery might have Highlights titled “Our Story,” “Daily Specials,” and “Customer Faves,” making it simple for followers to explore their offerings.
6. Maximise Image Quality
Instagram’s algorithm now favours high-quality images. To ensure your posts look their best, you need to upload them at the highest quality possible.
Tip: Go into your settings and enable the “Upload at highest quality” option. This ensures that your images are sharp and vibrant, which is crucial for catching users’ attention.
Example: A Queenstown-based adventure tourism company should upload stunning, high-resolution images of their activities to captivate potential customers and stand out in the feed.
7. Create Content That Reflects New Zealand Culture
If your target audience includes New Zealanders, incorporating Kiwi culture and references into your content can boost engagement. Whether it’s celebrating local holidays, using Kiwi slang, or featuring New Zealand landmarks, making your content relatable can increase its appeal.
Tip: Research upcoming events or trends in New Zealand and create content that ties into these themes.
Example: During Waitangi Day, a New Zealand brand could create a post that honours the day’s significance, tying it back to their brand values or products in a meaningful way.
8. Leverage Instagram Shopping Features
If you’re selling products, make sure you’re using Instagram’s shopping features. Tag your products in posts and Stories, making it easy for users to purchase directly through the app.
Beginning on April 24, 2024, existing shops in the US without the checkout method On Facebook and Instagram enabled will no longer be supported. Learn more. This feature is only available to businesses in these markets using checkout on Instagram. Know more.
Tip: Regularly update your product tags and ensure they link to the correct items. Showcase your best-sellers and seasonal items in engaging ways.
Example: A New Zealand-based skincare brand might post a short video of their best-selling product in action, with clickable tags that take users straight to the product page.
Conclusion
With Instagram’s latest algorithm changes, it’s crucial to adapt your strategy to ensure your content gets the visibility it deserves. By focusing on engagement, original content, optimal Reel length, and leveraging Instagram’s features effectively, you can maximise your reach even in a competitive landscape. Remember, Instagram rewards those who stay authentic, engaged, and consistent—so keep these tips in mind as you navigate the ever-changing world of social media marketing.