Have you ever wondered what makes Instagram tick? How some posts go viral while others barely get noticed? Instagram’s head honcho, Adam Mosseri, recently revealed some eye-opening insights into the platform’s algorithms and how we can make the most of them.

The rise of video

First, we need to understand just how important video is: the transformative impact it has on content engagement is unmatched. According to Mosseri, in most countries over half the time spent on Instagram is via watching videos.

Interestingly, more than 50% of video impressions are viewed with the sound off. Whether you’re in a silent waiting room, next to a sleeping baby, or simply prefer silent viewing, this trend means marketers are missing out on a huge number of potential viewers who skip videos because they can’t understand the content without sound.

The solution? Captions and subtitles! This not only aligns with best practice but makes video accessible even to those who are hard of hearing, thereby maximising video completion rates.

Sharing behaviours

Forget likes and comments – shares are the new currency on Instagram. We spend far too much time focusing on garnering likes, comments and other interactions but not enough time considering how our content resonates with the audience to make them want to share it. Perhaps it’s time to include ‘sends per reach’ in your metrics.

So, how can we boost shares? A quick win is by including clear CTAs — prompt people to share content with friends. It’s worth thinking about content that will get shared more often, too, such as motivational posts or inspirational quotes.

Prioritising private engagements

Mosseri hinted at Instagram’s efforts to rank content based on its potential to foster healthy, positive interactions among users. This includes deprioritising polarising topics and prioritising content shared in a private context.

As content creators, how can we adapt? By producing content that encourages private sharing; think inside jokes, personal anecdotes and relatable stories that foster genuine connections.

Opportunities for small-scale creators

Instagram has updated its support for smaller creators by shifting its algorithms to prioritise emerging talent over established influencers. Now is the time to shine if you’re a small-scale creator. Focus on producing high-quality content and engaging with your audience in an authentic way.

Key takeaways:

Understanding Instagram’s evolving algorithms and user behaviours is crucial if you want to maximise the impact of your content. Here are 4 key takeaways from Mosseri’s insights:

  • embrace video: it’s the dominant form of content so ensure your videos are engaging and accessible by using captions and subtitles
  • boost shares: focus on creating shareable content and use clear CTAs to motivate your audience into sharing your posts
  • encourage private engagements: tailor your content to foster private sharing, an approach now favoured by Instagram’s algorithms
  • support for small-scale creators: take advantage of Instagram’s shift towards the promotion of emerging talent by producing high-quality, authentic content.

By implementing these strategies you can enhance your Instagram presence and connect more effectively with audiences.

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