EdgeRank

Instagram is shaking up its feed with an algorithm: what brands need to know

Brands could find that their efforts to market to users on Instagram are about to get more complicated.

On Tuesday, the popular social photo and video sharing service, which Facebook acquired in 2012, announced that it will be moving away from chronologically-ordered user feeds.

Instead, it will start employing an algorithm that aims to determine which content is most likely to be of interest to each user.

Why are retailers’ Facebook news feed posts reaching fewer fans?

In February of this year Facebook turned 10, and what a wild ride it has taken all of us on.  

Retailers, brands and celebrities (for the sake of this article these three groups will be referred to as ‘retailers’) quickly realised Facebook was the go to social media channel, stimulating brand buzz and developing direct consumer relationships. Facebook was the social golden child. 

Now, these very same Retailers are accusing Facebook of intentionally reducing ‘organic reach’ purely for commercial gain. 

While the retailers’ accusation of Facebook is convenient, there are two sides to this story.