4 Instagram Updates that every Marketer Needs to Know

4 Instagram Updates that every Marketer Needs to Know

Marketers have been heavily using Instagram to reach their target audience. According to a recent study done by Forrester Research, Instagram users are 58 times more likely to engage with a brand’s post than Facebook users, and 120 more times than Twitter users. This is because people want to visually share their stories and experiences, and as any other social media platform, Instagram is always changing with new updates that can affect your marketing.

Video Lengths

The 15 second limit on video length has finally been removed! Instagram increased the time limit for videos to 60 seconds. There are also new filters for the videos, the option to turn the sound off and you can choose the cover photo.

What does this mean for marketers?

This new update will allow you to share more video content and to re-use content from other networks such as Facebook while still maintaining important key messages

Video Views and Viewers

When we used to post a video we used to be able to see how many likes it got, but never really knew who actually saw it. With this new update, you can now find out how many people viewed your video on Instagram, and the number of likes with the likers’ accounts.

What does this mean for marketers?

Marketers struggled hard with Instagram to gain insight and analytics, and calculate reach and engagement. This new update gives you an idea of your reach vs engagement. Meaning if your video got hundreds of views but only a handful of likes, then you know this type of content did not go hand in hand with your audience.

News Feed Algorithm

This is the biggest change in Instagram, even a bigger change than the logo itself. It is no longer in chronological order (newest to oldest posts). Instagram is now ordering the posts based on what it thinks is most important to you, based on your previous engagement with other posts.

What does this mean for marketers?

This could mean that your audience might miss out on your posts. What you need to do is educate your fans about the new algorithm and advise them that if they do not want to miss out on your posts, they would need to ‘Turn On Post Notifications’. That way whenever you post they get a notification.

 

CTA on Photo Ads and Profile Click-throughs from Ads

When you tap once on a promoted ad, it brings up a CTA. This CTA can be linked to a website, other social media networks or an app. This is only for photo ads and not for video ads. Also if the brand account is linked to the ad, the profile on the sponsored post can be clicked on and when you land on the brand’s profile page, the CTA will be placed on the top.

What does this mean for marketers?

CTAs are extremely important as they direct users and get them to take a desired action, improve conversion rates and help your brand achieve desired objectives.