As most of you are aware there is a lot of talk around Instagram and the way that content is being displayed and recommended to us. It has been a conversation that has been going on for a while, and I am here to give my view on it as a Social Media Manager for SLBPR.

Like it or not TikTok is influencing the way we use Instagram, and I am not surprised. Currently, TikTok has the highest social media engagements with an average usage of 26 hours a month. Why wouldn’t Instagram look to it for inspiration? Isn’t that good business practice, and what we all do with our own competitors on a regular basis?

I agree that Instagram is becoming more and more video, and less and less photos, however the insights are showing this is what we want as a user. For example, at SLBPR we can see that our clients are receiving higher engagement and visibility through a reel than they do for a still image. The argument that we want Instagram to return to what is was isn't coming through from the statistics and, honestly, I don’t blame Instagram for listening to the insights.

What we have to remember is the popularity of Instagram, and how adapting to a changing audience is changing is key to their success, and good business practice. I feel that sometimes we forget it is a business and not doing what it does for no ROI.

The app is still the most used for consumers with 39% of consumers usinh it every single day. TikTok is not far behind though at 29%, and I predict that TikTok will close this gap over the next 6-12 months with Instagram adapting in response.

What worries me is some of the incorrect information and attitudes I am seeing on Instagram now. An example of this is the Instagram boycott that has been encouraged for earlier this week. The idea of you as a business owner not going on Instagram all day is bonkers. What you are actually doing is allowing your competitors to dominate your audience and market. You disappear for the day, and they tap into your client base. Please don’t do this! There are so many other ways to react to something you don’t like on the app.

So, if you aren’t Kylie Jenner (jokes!), here are some suggestions to help you with the changes and developments on Instagram:

You could outsource to someone like me who can do it for you (shameless plug for SLBPR!)
You could engage in photos more than anything else on your feed. Let the insights do the talking so Instagram takes notice. If more do the same, they will have to. Mosseri isn’t afraid to backtrack, which is what we have seen this last week
Take the time to understand social media, so that you aren’t just posting without seeing the benefit
Did you know that scroll time has halved the last two years, but competition on the platform is triple what it was? August is a quiet month on social media. School breaks and holidays are butting into our social media plans, so use this time to up your knowledge and slow down your posting
Use a scheduling tool, so you can take a step back from posting and instead get a week, fortnight or month scheduled in for August

Most importantly, remember why these platforms are great for business. If you do feel that you have lost your passion then please get in touch. I promise to get you excited again; get you back on track; and make it work for you .

LJ x

Social Media Manager for SLBPR