by Google
Instagram CEO Adam Mosseri has been trying to convince creators to focus on reach, not on the number of followers or likes, for some time now. According to him, reach is what every creator wants. Why?
Instagram has changed its algorithm to prioritize content that users interact with. Posts with high reach have the potential to quickly expand beyond your existing audience, thus increasing your visibility. Also, followers and likes can be easily purchased, so reach is a more authentic metric.
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Instagram is changing its analytics and you will see "Views" as the primary metric, for all types of content - Reels, Live, Photos, Carousels and Stories. These views will show how many times your Reels was played or replayed. For other formats, it will show how many times your content was shown on a user's screen.
Metrics like Number of Accounts Reached, Number of Accounts Engaged, Interactions, and Watch Time will still be available in Insights, but their placement will change. You'll also see Views as the primary metric here.
Instagram says these changes will ensure creators have the same metrics across Instagram to better understand how their content is performing.
Again...Why?
Once upon a time, people primarily viewed content from people they followed. Today, people have a feed filled with content that Instagram recommends to them, or spend time on the For you page. Meta recommendations are getting better and better, so users don't need to follow only selected profiles, but rather see what the algorithm recommends. Another change in user behavior is that instead of clicking "like", we send the post to our friends. Therefore, such an interaction increases the reach much more than a "like". And what do people think?
The comments under the post from @creators or from Adam Mosseri are not the most positive. People are complaining in particular that the most shared content between friends is memes, and they are afraid that this will destroy creators who are creating something meaningful.
Other complaints are that creators' followers are not seeing their content due to the push of high-impact content, or content that is purely entertainment or commercial focused.
What do you think of these changes?
