San Francisco, California – Instagram is making significant changes to its recommendations algorithms, aiming to capitalize on the struggles of rival app TikTok. The updates will prioritize original content, particularly on Reels, Instagram’s short-form video service, giving equal opportunity to all creators to gain visibility.
According to a recent blog post by Instagram, the platform will be revamping its approach to recommending content by moving away from favoring accounts with large followings and aggregators who repost content from other creators. These changes, set to be implemented over the next few months, are seen as a strategic move to attract TikTok creators amidst uncertainty surrounding TikTok’s future in the US.
Jasmine Enberg, a principal social media analyst at eMarketer, noted that Instagram’s latest algorithm changes signal a direct challenge to TikTok’s success in promoting viral videos and providing a platform for emerging creators to shine. With TikTok’s personalized algorithm and For You page, smaller creators have found a welcoming space to showcase their talent, something Meta, Instagram’s parent company, aims to replicate.
However, not everyone in the creator community is convinced that Instagram’s algorithm overhaul will address the frustrations shared by many users. Katy Cowan, founder of Creative Boom, expressed concerns that the changes may be too little too late for smaller creators who have grown weary of Instagram’s frequent platform and algorithm modifications.
Creators like film-maker Travis Meadors have echoed similar sentiments, citing Instagram’s inconsistent reach and stagnant growth as deterrents to investing time and effort into the platform. The upcoming changes will exclude aggregator accounts from certain recommendation areas, prioritize original content creators, and attribute labels to original creators on reposted content.
Meta’s move to revamp Instagram’s algorithms is not isolated, as other social media platforms like Twitch are also adapting to the changing landscape shaped by TikTok’s influence. Twitch recently unveiled a TikTok-style feed called the “Discovery Feed” to help users discover content quickly, aligning with a trend towards short video formats in social media.
As these platforms navigate the evolving preferences of creators and users, the future of social media remains uncertain. Some are exploring alternative platforms like LinkedIn, while others believe a return to traditional marketing tactics like in-person events may hold the key to engaging audiences in a crowded digital space.