Instagram Push Paid Ads – What Can Marketers Do?
Social media networks are pushing online businesses down the paid ad path. The latest convert is Instagram
, the Facebook
owned image sharing site. Following in the footsteps of its big brother, Instagram recently announced its intention to trial an algorithm feed.
So what does this mean for marketers?
What is an algorithm feed?
Algorithm feeds determine content users receive based on their previous behaviour. If your followers engage with your content they will receive your content more of the time.
However, they will not receive it all of the time. Presuming Instagram’s algorithm feed will mirror Facebook’s, your content will only appear in their feed on a percentage basis.
Instagram claim the reason for the switch is because users miss around 70% of the content in their feed because of the sheer volume of content brands publish. What they really mean is the free ride is over and online businesses have to buy paid ads if they want to be visible in the social network.
Ultimately marketers will have to adapt their social media strategy or jump on the train of evolving paid advertising trends
How to compete on Instagram
Brands that already have a strong following on Instragram have an advantage. They can reach out to their audience and personalise their marketing strategy. Many marketers have already sent their followers a message advising them to update their notifications to confirm they still want to receive their content.
New-comers will face a tougher challenge. The best way to be visible and get quick results will be to buy ad space. The slower route is to accrue as many followers as possible. The danger with option two is you don’t always get the right audience. And on social media, the quality of your followers is more important than quantity. You need followers that have a genuine interest in your brand and products.
Whichever route you choose to take on Instagram, there is an increased need for brands to produce high-quality content. Brands have to earn the trust and respect of customers before they offer their loyalty.