Post by account_disabled on Nov 29, 2023 4:33:00 GMT
In February this year they shut down IGTV, and during the rest of 2022 they have been testing functions like,
Changing the C Level Executive Email Lists layout with full-screen vertical home feeds
Changing its ranking algorithm to benefit original content
And soon, the possibility of posting 60 second-videos on Stories.
All in less than a year! Pretty crazy, huh?
And though I believe these are all radical decisions that could compromise their brand identity, they have good reasons to worry.
TikTok became the most downloaded app of 2022. Also, it passed Youtube, Facebook and Instagram’s records for time spent in 2021, and it’s expected to grow up to 325% year over year.
Globally, they have over 1 billion monthly active users, and it is expected to hit 1.5 billion by the end of 2022.
As you can see, this is not easy to beat. But does this mean that Instagram’s offer is not relevant anymore? In my opinion, both platforms may share audiences, but users behave differently. And that’s the essence of social media!
You don’t go to Facebook to share the same content you find on Instagram. Even as users, we follow different accounts depending on the platform. If I want a quick tutorial, I don’t go to YouTube anymore, I put a hashtag on TikTok and voilá.
User behavior data must be the pillar of any strategic decision. And hopefully, Instagram is considering that.
All these changes in the platform leave many users in doubt.
If Instagram’s objective is to improve the experience of content creators, how will these changes benefit them?
Without a doubt, the adjustments in the video formats for Reels have complications. That’s why companies, brands, and creators will need to prepare to work with vertical video only. Pretty much anything that isn’t a Reel won’t fit on the deck (literally). Also, this will definitely impact the user experience, just like the vertical home feeds they are also testing.
This whole scenario reminds me of a great quote by Bonnie Gillespie:
“When you try to be everything to everyone, you accomplish being nothing to anyone”.
I believe with all these changes, the platform is overlooking something very important: brand essence.
Changing the C Level Executive Email Lists layout with full-screen vertical home feeds
Changing its ranking algorithm to benefit original content
And soon, the possibility of posting 60 second-videos on Stories.
All in less than a year! Pretty crazy, huh?
And though I believe these are all radical decisions that could compromise their brand identity, they have good reasons to worry.
TikTok became the most downloaded app of 2022. Also, it passed Youtube, Facebook and Instagram’s records for time spent in 2021, and it’s expected to grow up to 325% year over year.
Globally, they have over 1 billion monthly active users, and it is expected to hit 1.5 billion by the end of 2022.
As you can see, this is not easy to beat. But does this mean that Instagram’s offer is not relevant anymore? In my opinion, both platforms may share audiences, but users behave differently. And that’s the essence of social media!
You don’t go to Facebook to share the same content you find on Instagram. Even as users, we follow different accounts depending on the platform. If I want a quick tutorial, I don’t go to YouTube anymore, I put a hashtag on TikTok and voilá.
User behavior data must be the pillar of any strategic decision. And hopefully, Instagram is considering that.
All these changes in the platform leave many users in doubt.
If Instagram’s objective is to improve the experience of content creators, how will these changes benefit them?
Without a doubt, the adjustments in the video formats for Reels have complications. That’s why companies, brands, and creators will need to prepare to work with vertical video only. Pretty much anything that isn’t a Reel won’t fit on the deck (literally). Also, this will definitely impact the user experience, just like the vertical home feeds they are also testing.
This whole scenario reminds me of a great quote by Bonnie Gillespie:
“When you try to be everything to everyone, you accomplish being nothing to anyone”.
I believe with all these changes, the platform is overlooking something very important: brand essence.