Instagram Changes, My Instagram Theory, And Tips (July 2021)

WHAT WAS THE ANNOUNCEMENT?

On June 30^th 2021, Instagram CEO Adam Moserri stated “We’re no longer a photo-sharing app,” Adam said in the video he posted to Twitter. “The number one reason people say that they use Instagram, in research, is to be entertained. So people are looking to us for that.”

The Instagram app which has been primarily used to share square photos with friends and possible consumers is now taking steps to evolve into a platform which influencers establish themselves by also sharing video and live content.

Moserri acknowledged YouTube and TikTok as strong competitors and a supporting reason for this Instagram change. Moserri mentioned 4 new areas that Instagram will be focusing on moving forward.

• Creators
• Video
• Shopping
• Messaging

With creators, Instagram wants to give more traction to individuals and entrepreneurs versus large companies. For video, they are going to be pushing Reels & IGTV more. In November 2016 Instagram started testing a shopping feature and since improvements have been made but that’s not enough. The final section, messaging, is their attempt to keep up with WhatsApp, Facebook messenger, WeChat, and text.

On the DL, they also announced that Instagram will be offering more desktop features in effort to push long form video and to assist creators who prefer content creation on an old-fashioned desktop.

WHAT’S MY OPINION & GOSSIP?

I personally prefer Instagram to stick to photo sharing. I think Facebook and Instagram pretty much suck at longform video content and this is their attempt to keep up with YouTube. Instagram short form content hasn’t done too hot either and has struggled to keep up with TikTok.

Instagram seems to be stepping away from feed & story products and pushing more IGTV. I feel that Instagram will be navigating away from the square photo and start pushing the 9:16 aspect ratio with that narrow vertical format like TikTok. Possibly a phase-out of the square format entirely.

You’ll notice that your discovery feed is already saturated with video when it once was compromised of all or mostly photos. There are rumors flying that the Reels feed will eventually take over and become the normal feed. One thing I find completely annoying is the amount of shopping taking over both Instagram feeds.

I counted 15 shopping posts within this 28-second scroll of my Explore feed. I want to see more animals, scenery, and food. Less makeup and clothes. Fewer Reels too. Half of them are pushed from TikTok anyways. Maybe I’m an outlier though. 

I feel a small percentage of business owners relying on photos will not take the leap into the video and will go elsewhere and move on. Watching long form video vertically is also the last thing I want to do. By adopting desktop features it’s another way for Instagram to compete in long form video. YouTube has always been king at this and even recognized Instagram’s attempt and in return created shorts as a nice little jab back to Instagram. YouTube shorts are basically TikToks and Reels for YouTube.

WHY SHOULD YOU CARE?

Instagram is leaning more towards video and so should you. If you have yet to implement video into your marketing strategy now is the time. Don’t do it just because Instagram is transitioning. Video has been and I believe will always be the number one content consumed over the next few years.

Expect an engagement roller coaster as changes are being tested. As a reminder, if you adopt new features early your chances to see a benefit in terms of reach or engagement usually increase.

WHAT DO YOU DO NOW?

Start practicing. If you have yet to try out video, start with your personal social accounts and start getting comfortable with the tools and video options. Attempt a Facebook Story, something clever on TikTok, an IG Story, IG Reel, and IGTV video. Go live! Plug a video onto YouTube Shorts. If you don’t start now, you’ll get left in the dust. If you are camera shy, start by filming yourself and getting comfortable in front of the camera.

Repurpose content. Take a video you have already created and reformat it specifically for other platforms. A single video concept can be placed on multiple platforms. To name a few; Facebook, Instagram, TikTok, YouTube, and even Google business page. Think of all that extra exposure!

Don’t sweat the quality. To start out, it is perfectly okay to post phone videography if it’s well thought out and of decent quality. The phone in your pocket can sometimes even achieve cinematic quality! You have to start somewhere.

Follow similar brands or influencers in your niche. Find out what content they produce that is achieving the best engagement and worse and improve on their attempt or message.

Update your social media apps often. This is important so that you can receive platform updates quicker and also decrease some of the bugs that come with these changes.

Brace yourself for Facebook’s rebuttal. Surely IG, TikTok, and YouTube can’t have all the video fun

Want to learn more about how video marketing can help your brand? Follow us on Facebook! If you’d like to meet up to chat video ideas I’m all for that. Zoom or in person! Call or contact me here.