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I have an opinion which is going to be quite unpopular with my fellow content creators, and that is that I am a fan of the Instagram algorithm.

As a digital marketer who specialises in content marketing, I bring a unique point of view to table – I believe that the algorithm, similar to Google’s infamous algorithm, is designed to force users to create better content, therefore creating a better user experience for everyone.

When content on Instagram was ranked chronologically, it meant that pages could flood your feed with content. They could have a posting frenzy with dozens of images that you’d have to sift through to get to anything else. Now, Instagram takes into account your past engagement, favouring types of content and posts from pages that you have liked or commented on in the past.

From the content creator’s point of view, the algorithm acts in a similar manner to Facebook’s algorithm, and pictures or posts which receive engagement will gain more momentum and be shown to more users.

So, from the perspective of an Instagram user, the algorithm means that I am seeing more of the content that I find interesting, and less of the content that I generally tend to scroll straight past.

From the perspective of a social media manager and content creator, I am being forced to consider my posts and message more carefully, and to create one great post rather than posting 20 pictures of my cat and hoping that one sticks.

In other words, we are trying to achieve the same level of likes and comments for one single post as what we previously received across multiple posts. Gone are the days where brands need to post hourly just to stay relevant and in people’s feed – one really really good post could continue to get engagement all day.

In my opinion – and again, probably going to receive some hate mail for this opinion – the only people who are throwing their arms up in the air, having a hissy fit, and making a scene over these changes are the people with crappy content.

The people who put minimal thought into their content and post willy-nilly are the people who are going to notice a severe drop in reach. The people who have used bots and dodgy tactics to amass big followings full of fake and inactive accounts are going to notice a big shift in their reach.

But those of us who post good, meaningful content that is relevant to our target audience and following – we will barely notice any difference at all.

A Note on Instagram Reels:

This opinion flows through to reels as well.

Reels are a pain in the butt to make, especially when you compare it to the ease of posting a single image or series of images.

But your audience loves them.

Audiences prefer video content in the form of short clips and reels. They would rather hear your information in video and audio format rather than a handful of pictures and caption so long, you’ve had to split it up into three additional comments.

A big part of content marketing is meeting the needs of your audience. You’re giving them entertainment and education for free, and in return, they are following your company page and agreeing to be advertised to.

Social media is a two-way partnership between a content creator and an audience member. If you want people to follow you, you have to give them what they want. And at the moment, that just happens to be reels and videos, not images and text.

I see a lot of people posting things like “I turned this photo into a reel because Instagram wouldn’t show it otherwise”. But I really think that is the wrong perspective to see it from.

Instagram is giving people what they want to keep them on their platform. And that just happens to be reels. Instagram has adapted to the wants and needs of their audience – and if you’re grumbling about reels, its because you haven’t adapted to the needs and wants of your audience.

Marketing is not easy. Social media is not easy. If you are taking the ‘easy route’ when it comes to content creation, it is your own fault – not the Instagram algorithm’s – that you aren’t seeing results. #DropMic.

The Relationship Between Instagram and SEO:

Ok so this might seem like a bit of an odd subject transition – to go from talking about Instagram’s reels to talking about SEO – but hear me out. 

In 2023, the importance of having a multi-channel marketing campaign cannot be understated. You cannot have all of your eggs in one Instagram feed, and it is important to make sure that you have multiple digital marketing channels established.

Furthermore, it is important that those multiple channels interact with each other. The more you understand the relationships between your various marketing channels – and how one can affect or contribute towards the performance of another – the stronger your digital marketing campaigns will perform.

The intersection between social media platforms like Instagram and SEO is an intriguing aspect of digital marketing that’s often overlooked. While Instagram itself may not directly impact your search engine rankings, the activities and engagement on this platform can certainly influence how your website performs in Google.

Here’s how:

  1. Content Sharing and Visibility: When you share valuable content on Instagram, it reaches a broader audience. If your posts include compelling SEO copywriting, they may be shared across various platforms, increasing visibility and potentially driving more traffic to your site, particularly if you’re targeting local SEO Brisbane.
  2. Brand Mentions and Engagement: Engagement on Instagram, such as likes, comments, and shares, increases brand awareness. The more your brand is talked about, the more likely it becomes a topic of interest online. This can lead to more brand searches on Google, which in turn can boost your SEO.
  3. Link Building Opportunities: Though Instagram links are ‘nofollow,’ using the platform to share blog posts or other content can lead to others linking to your website. Collaborating with an SEO company Brisbane can help leverage these opportunities, aligning your Instagram activity with your overall SEO strategy.
  4. Local Engagement for Brisbane SEO Services: For businesses focusing on Brisbane, Instagram can be a valuable tool for local engagement. By promoting local events, collaborating with local influencers, and incorporating local hashtags, you can enhance your local SEO Brisbane efforts.
  5. Reputation Management: Positive engagement on Instagram can boost your brand’s reputation. Positive reviews and testimonials can be used as part of your SEO strategy, and SEO service Brisbane can assist in leveraging this content to improve your search engine performance.
  6. Enhanced User Experience: Instagram provides a platform to showcase your brand’s personality and values. A cohesive and engaging Instagram profile can create a positive impression, encouraging users to explore your site further and interact with your content.

While Instagram and SEO might seem unrelated, the synergies between these platforms can significantly impact your website’s performance in Google.

From SEO copywriting to local engagement, using Instagram as part of your broader SEO strategy can lead to increased visibility, brand awareness, and overall digital success. Whether you’re managing this yourself or working with Brisbane SEO services, understanding this relationship opens up new opportunities to grow your online presence.


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