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What Will Instagram’s Timeline Change Mean For Your Business?

What Will Instagram’s Timeline Change Mean For Your Business?

On March 15th, Instagram announced that it will be changing the way posts are displayed. Instead of the familiar chronological timeline, which displays posts in the order which they were posted, content will now be prioritized according to an algorithm.

Instagram says it is making this change to ensure its users see the content they care about the most. In their announcement, Instagram said, “The order of photos and videos in your feed will be based on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post. As we begin, we’re focusing on optimizing the order — all the posts will still be there, just in a different order.”

The amount of content on Instagram has grown exponentially, due in part to the consistently high engagement Instagram delivers. Instagram says the typical user is now seeing only 70% of the content posted by the people and brands they follow. It’s unclear how changing the order of posts will address the issue of there being an overwhelming amount of content available. What is clear is that the switch to an algorithm driven timeline makes integrating an increasing amount of advertising content easier for the platform.

[Tweet “The typical Instagram user sees only 70% of the content posted by users they follow.”]

Marketers have known this was coming, according to Adweek. We’ve been down this road before, as Facebook and other social media platforms seek to monetize effectively. Users may complain – they certainly have been quite eloquent in their opposition to Instagram’s change but they’ve proven time and time again that they’re not going to abandon their favorite platforms when the ads start showing up.

What does this mean for you? Brands who have been posting content to Instagram may see the reach of those posts diminish; you’ll want to keep an eye on your engagement numbers. Connecting with acceptable numbers of customers will very likely require investing in advertising, so you’ll want to keep that in mind when looking at your marketing budget.

Industry observers are hopeful that the impact of this change won’t exactly mirror what we’ve seen happen on Facebook; that being said, there’s no doubt that the quality of creative content has declined once brands learned they can get the same number of views simply by paying for access. We believe truly creative campaigns will continue to shine on Instagram, so keep those thinking caps on. Your customers value what makes your brand special and unique. Keep giving them that, and you’ll be one of the things they care about most- on Instagram and elsewhere.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office