Instagram Changes Cause Backlash Amongst SA Youth

In Trends

Another day and another change to social media that the youth needs to keep up with! Instagram recently announced an algorithm change that will affect how content will appear on your feed, putting avid posters in a frenzy! Their Instafame is said to be in jeopardy as followers are set to miss out on content with their social media feeds dictated by their interests and subscriptions, kicking any irrelevant information to the curb. This week, we take a look at how Instagram’s new algorithmic changes will affect brands and their ambassadors and what Afrillennials™ have to say about it!

So What’s The Big Deal?

Instagram explained to users that people are missing “on average 70 percent of their feeds.” Because the app has grown so much, it becomes harder to keep up with videos and photos that people share, meaning that Afrillennials™ might miss out on content that interests them.  The switch to an algorithm-based feed is designed to ensure that users see more of what they care about and less of what they don’t.

Who’s In Trouble?

Popular IGers are going as far as dubbing the upcoming change as “The Instagram apocalypse” and there’s a “Keep Instagram Chronological” petition that’s doing the rounds, which has garnered support from around 329,430 supporters. Dramatic much? Not really.

 

South African TV and Radio Personality, Pearl Thusi, who boasts a following of over 662K is amongst hundreds of others who tried to convince their followers to keep hanging on to their feed and sign up to push notifications. Others on the other hand chose the high road, not pleading with followers and trusting they’re profiles will withstand this fateful test. The panic over this change is not only amongst celebs but also affects influencers in general, businesses and brands.

The Bad News

As with any change, there are some negative vibes from consumers who are very skeptical and unsure of whether they’ll like the new algorithm.

According to Reggie Rasodi, a devoted Afrillennial™ instagrammer, you’ll be missing out. “It takes away the variety that used to be there. I don’t just follow one category and like to discover new things. Certain people will lose coverage and the opportunity to appear on my feed which means I’m automatically limited in broadening my interests.”

On flip side, you can ensure you’re not missing out by subscribing to your favorite Instagram feeds but the irritation around subscribing to them is that you’ll be notified of every post made on these channels. As if multiple social media platforms don’t give you enough to keep up with.

The Good News

Because Instagram will only feed the user with content that interests them, their feeds will be decluttered and it will allow them to follow more accounts, allowing others’ following to grow.  Information overload will be a thing of the past and instabliss will be a grammers forte.

A young Joburg based Graphic Designer, Elizma Keyter, said “I’m happy that I won’t have to see every Tom, Dick and Harry’s spammy, self-obsessed posts.”

Engagement Is Key

With over 165 consumable brands appearing in SA female res rooms alone, you can imagine students wouldn’t bother following brands on Instagram unless they are actively pursued by them. Unfortunately, organic reach will be far more difficult, as your followers won’t pack the same impact they once did. So, needless to say, it’s no longer the following you need to worry about but rather the engagement you garner. This will ensure your feed remains on Instagram’s popularity hit-list and continues to reach your market.

Bring On The Moolah

By restricting organic reach, Instagram will open up new revenue opportunities as brands will start seeking ways to gain greater access to their audience and sign up new followers and subscribers. With a mixture of quality engaging content, paid advertising and tweaking your influencer marketing game, “The Instagram apocalypse” could actually end up being a win for all. Perhaps now Instagram can take its place as a social media platform that marketers take seriously in their social media strategies?