Author: Tony Colangelo
I will start this article with a confession: I only opened up my first Instagram (IG) account just recently. Yes, this makes me an IG late-bloomer to say the least! I'd been feeling increasingly self-conscious about my lack of IG presence because, over the past few weeks, it's seemed that almost all my friends and family have asked me why I wasn't using it. The exclamation point on this came just a few days ago, when I received a very-pointed bit of feedback (to put it politely!) from a colleague, which included a stern chastisement regarding my lack of presence on IG.
In my own defense, the primary reason for not using IG has been that I’ve been very fortunate in my marketing, in that I’ve been able to sustain a healthy and growing business without much attention given to social media. My growth has been completely organic--i.e., either word-of-mouth or from a new client calling after visiting my website. Fortunately, this has kept me quite busy. That said, I’ve taken this recent barrage of questioning/criticism as a sign from the universe that it was time to step into the IG-world. So I've opened an account and, while I haven’t had the time to upload photos and do the hashtag thing with each of them, I feel good that I've at least taken a step forward with it.
Interestingly enough, while scouring the internet for relevant “Instagram-for-dummies” type resources, I stumbled across an article that reported a very alarming trend in engagement rates regarding IG posts. The article cited an increasing number of users reporting that, over the past couple of weeks, they'd seen “a reduction in impressions and engagement”. The article went on to quote Stephen Davis, a London-based online brand strategist and communications consultant, who speculated: “It seems that the Instagram algorithm is going the same way the Facebook page algorithm did in 2014. The golden age for engagement is over and they’ll be ramping up the monetisation from now on.”
So, if you're a big-time IG user/fan, and you start seeing that IG has, in fact, changed its algorithms, thus negatively impacting engagement and reach, will you still use it? Also, speaking on behalf of other newbies, I'm curious if there are other features/elements within IG that you will continue to utilize and would suggest?