New age of Instagram


Wednesday, November 6, 2019 3:20 pm | min read

Remember the time when we would just take our photos, put down the camera and continued enjoying the view? Yeah, neither do we. If you don’t receive valid feedback regarding the picture you made, it’s like you haven’t even made it. We’ve all become a little too addicted to the opinions of our virtual friends.

On the other side, addiction could be cured, but dependency is one tough cookie. And brands know what we are talking about. About that special place called Instagram, where all the beautiful imagery is sleeping waiting for all those likes and favs that are coming their way.

Brand haven

Instagram is a network where so many people had found their place and particular spot under the sun. 71% of all US businesses use Instagram for the promotion of their own brands. There are more than 25 million profiles registered as businesses that are communicating with their target audiences utilizing this channel. Among them, 2 million are advertising their services using this ad platform.

Giving the nature of this network, it does seem like this is just a small percent of brands that are actually using the full capabilities of Instagram. And still, they are all having great results only by interacting with their users and followers and being in the loop with current trends and affairs.

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The tides are shifting

Well, Instagram is aware that you are using its features to make a profit, so now it wants to show you that not all is meant for you to improve your brand. Actually, its meant for people interacting with each other, connecting and making friends.

Or is it?

Instagram is, by default, a social network. This means that its purpose is to make connections between real persons who decide to use it. It isn’t about the number of likes or spying on your friends. It’s about socializing.

It could be that that was one of the reasons why Instagram is testing killing of the number of likes under the posts. And people are not happy.

Influencers have even tried to make hashtag #InstaBoycott viral, but with no luck. And it is really not surprising given that this is something that is earning them monthly salaries. If brands can’t see how many likes they have, what would be a valuable metric for them to determine if reaching out to influencers would benefit their business?

Instagram stated that they wanted to shift people’s attention from likes to the real content that is going to be shown. What this means is that they want to add value to the photos and not the people that are posting them.

Privacy issues?

Not long after that, this social network also decided to cancel the “Following” tab. To be fair, it actually didn’t have real value anymore, given that its original idea was to provide insights about what your friends are liking, so you could maybe follow the same accounts. In the same time, the tab “Explore” gave you the equal or perhaps even stronger value by refining the content you would most probably like based on… well, on what you have already liked.

Also, many users used this tab just to stalk on their friends, or (khm) exes, so Instagram decided to put an end to it and give users some privacy. Why would anyone know what you like?

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What stands behind?

In the light of many phishing scams, over sharing of private information and general privacy policy irregularities, it is understandable why is Instagram doing this. But could be that something else stands behind these radical decisions?

You must have noticed a sudden rise in the number of influencers during the last couple of years, who have started to make really large amounts of money using this network, mostly in old fashion organic way. So now, after Instagram hiding likes, they will have to promote their ads, using this platform so they could stand out of the crowd. And when all of them start investing, the CPC will inevitably begin to rise. So, more ads, more money for… well, not Influencers.

Still, if a brand wants to check the viability of their potential influencer, they can do it using some of the external tools, such as easy2know platform. By setting up research in two steps, you can see if your targeted persona is even on a radar talking about the topic you would like to promote. If not, you will see who is and based on real, precise results you will connect with them and make an arrangement you could really benefit from.

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