Millions of people launched businesses during the pandemic and successfully grew them using Instagram. We learnt 'tried and tested' methods for marketing our products and services using the app, but now those same methods just don't seem to be working, prompting many biz owners to: A tear their hair out, B: make the move to Tik Tok, and C: ask the question, is Instagram dead? We ask the experts what the hell is going on with Instagram right now, and how can we continue to promote ourselves on an app more fickle than the occupants of Casa Amor?
Abby Thomas, (@dirtyworkdigital) said:
Instagram is dead, that’s what every other person keeps saying right? But the thing is, Instagram was the most downloaded app in quarter 4 last year. It has over 2 billion monthly users to the app.(Stats from sproutsocial)
Personally, I don’t feel that it’s dead. But it’s DEFINITELY having an identity crisis. The app is evolving, it’s felt the need to evolve with the way that user experience has changed. We have spent the last 2 years scrolling on our phones whilst being locked down in our homes.
We’ve been desperate to find any kind of quick hit of dopamine and for a lot of us that’s been in the form of scrolling social media. We as humans lead fast paced busy lives, we want quick ingestible content that grabs our attention straight away or we’re scrolling on by.
We did that. And Instagram adapted. Yes I feel that other social media apps heavily influenced Instagram but they knew what the user wanted. I think right now Instagram is in a big testing phase and they’re confused.
But I don’t necessarily feel it’s a bad thing, we’re all in the same boat with it, we can start to release this need for the vanity metrics, and create from a place of testing, and having fun again. There’s always been this constant need to reach new eyes on Instagram, but what about the eyes you have on you already? Your audience, focus on creating community and nurturing the people that are already there for you. Start creating from a place that doesn’t feel super polished and feels more documented and more well, real LIFE.
Your audience are there for YOU, Adam Mosseri of Instagram has mentioned the app is pushing original content, whilst we don’t know the details of this just yet, what we do know is that this gives businesses a time to really step into their own voice and think outside of the box when it comes to their content. It’s a time to start thinking about what makes you and your business unique, and finding a way to put an original spin on your content in a way that feels good. Because that’s what people want to see, more life, more originality and less of the perfect.
Alice Benham, Business & Marketing Strategist (@alice_benham) said:
‘Instagram changing isn’t a new topic – it’s something I’ve seen people moaning about since I stepped into business 6 years ago. And I get it, when a platform rely on to grow your business changes it can feel frustrating, confusing and overwhelming in equal measure… but surely our energy is better spent focussing on the solution, not the problem?
Whenever we feel panicked about our businesses we’re being shown one of our weak spots, so if Instagram changing has got you feeling worried, that tells me you likely haven’t got a diverse strategy… aka you’re solely relying on one platform and one approach. It’s an easy trap to fall into, but it’s also one that’ll set you up for short term and unsustainable success.
The reality is one marketing strategy will never work forever – the way people use social media is constantly evolving so, whether we like it or not, our approach needs to follow suit. We’re only human for feeling a little bummed out that things are changing (I often let myself have a little pity party at first!) but it’s important to choose to to see it as an opportunity to try something new, diversify our approach and ultimately, learn.
Social Media Expert Mazarine Ayina (@strategieswithcare) said:
‘My top tip to business owners marketing on Instagram is remember that people always want to know more! A great way to share value is carousels, carousels are super underrated and personally provide me the best engagement and most saves, because people always want to know more, people are nosy lol. Reels are great but I always recommend converting your most engaging videos and carousels into 3-5 slide carousels. I would recommend businesses to have more videos where they are talking to their audience, as the algorithm has shifted again and Instagram wants us to post more original content. I always tell my clients to use the 60/40 rule when it comes to video content, 60% should be original, 40% should be trending sounds. Having that variety is very important.”
Social media expert Ella Gilchrist (@sociellauk) said:
Instagram has been going through a million and one changes recently so it’s no surprise that business owners are feeling fatigued with the platform. If you’re feeling the pressure and find yourself wondering ‘WTF is going on?’ then I recommend taking a step back. It’s so easy to be continually working IN our businesses, that we sometimes forget to pause, reflect and reset.
Go back to basics and write down what your goals are for Instagram. Remind yourself of what you are trying to achieve.
Don’t make it complicated for yourself and keep it simple with questions like:
Who are you trying to target?
What are you offering? What will the transformation be if people choose to buy from you or work with you?
Why should people buy from you/work with you?
How are you going to share this with your audience?
Remember that Instagram is favouring ‘original’ content so have a think about how you can share your personality, your individuality and what makes you, YOU!
