Instagram is revamping its recommendation algorithms, a move that industry observers see as an effort to capitalize on the ongoing troubles of its competitor, TikTok.
The platform is altering how it suggests content, particularly for Reels—its short-form video feature—to prioritize original content and level the playing field for all creators. This strategy mirrors TikTok’s approach, which has become a thorn in Instagram’s side, especially as TikTok faces potential bans in markets like the U.S.
However, the reception among Instagram’s creator community is mixed, with some expressing frustration over the platform’s continuous modifications to its Reels feature.
Instagram announced that it would correct its previous approach, favouring accounts with large followings and content aggregators who repost other creators’ work. According to a company blog post, this overhaul will be implemented over the coming months.
Jasmine Enberg, a principal social media analyst at eMarketer, noted that Instagram’s objective is clear. “The battle for TikTok creators is on,” she said, pointing out that TikTok’s personalized recommendation system has made it the preferred platform for emerging creators looking to gain visibility.
Meta, Instagram’s parent company, aims to attract these creators by enhancing its platform’s ability to promote viral content, mainly when TikTok’s future in the U.S. is uncertain.
“Instagram wants to become the go-to platform for those creators if TikTok were banned,” explained Enberg.
However, past changes to Instagram have only sometimes successfully retained creators or their audiences. Katy Cowan, who runs Creative Boom, a platform for design creatives, described the updates as “a kick in the teeth” for smaller creators and expressed scepticism about the timing of the changes.
Many users share Cowan’s sentiment, feeling exhausted by the platform’s constant changes. “I love Instagram, and it’s where I built my audience, but the constant fluctuations in reach and stifled growth have made it not worth the investment in time,” said filmmaker Travis Meadors.
Under the new changes, Instagram will penalize “aggregator” accounts by excluding them from recommendation areas like Explore or Reels feeds if they post content they did not create or significantly edit. Additionally, Instagram plans to “reward” original creators by prioritizing their original videos in recommendations when duplicates are detected.
The platform will also start attributing original creators to reposted content to ensure they receive proper credit for their work.
Meta is not alone in revamping its social media offerings. Twitch, owned by Amazon, recently introduced a TikTok-style short video feed on its mobile app to enhance content discovery and help streamers attract audiences even when they are not live.
As platforms evolve, some creators are turning to alternative platforms like LinkedIn or even traditional marketing methods such as in-person events to connect meaningfully with their audiences.
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