We were already talking about it in this article with the arrival of the new immersive feed, the year 2022 is definitely under the sign of the great transformation for Instagram.
The platform has undergone many changes lately, no offense to some users. The social network is taking a new turn. It’s time to take stock.
The digital environment and social networks are constantly changing. Almost 12 years ago Instagram was born, today, it is a staple platform. However, the arrival of new big players and the recent success of TikTok, announce what could be called a decline for the social media network.
In 2020, users spend about 53 minutes on Instagram per day. Two years later, they only spend 30 minutes a day on the platform. This decrease is explained by an increase in the time spent on TikTok. Overall, we notice a drop in engagement rate on static posts. The figures are not very encouraging, but above all we can draw conclusions and explore new perspectives.(source: Forbes and Statista)
To adapt to the threatening competition of TikTok, Instagram made the decision not to completely stand out. But rather, chose to adapt its content to the trend.
Video, the star of formats :
Originally, Instagram was a sharing tool reserved for photo content. But the arrival of the Reels in 2019 changed the situation. Directly inspired by the TikTok format, the Reel is now favored by the Instagram algorithm. We already talked about it in this article. Therefore, it becomes essential to create them in order to shine on the platform, as much for visibility as for engagement. To give you an idea, in 2020 the average engagement rate for Reels was 1.28%. This year, it is 9.09%. Moreover, Instagram also encourages users to create Reel directly from their stories.
These new similarities between the two platforms are likely to accentuate the competition. However, there are still interesting opportunities to be exploited on Instagram. The platform continues to grow, with the number of Canadian users increasing from 12M to 18M in one year.
These new similarities between the two platforms are likely to accentuate the competition. However, there are still interesting opportunities to be exploited on Instagram. The platform continues to grow, with the number of Canadian users increasing from 12M to 18M in one year.
Instagram shopping
Instagram is more and more business-oriented and aims to become a leading shopping platform with Instagram shopping. This is an advantage for brands. News feeds are flooded with sponsored content and recommended posts. This offers the possibility of reaching a new audience.
Collaborative publications
In recent features, there are also collaborative publications that optimize impressions and engagements. This type of post is published on the two feeds of the collaborating profiles, so the publication affects the two groups of subscribers concerned.
Prospects of opportunities, but keep in mind that a significant number of brands have an Instagram account. It is therefore necessary to be able to adopt a strategy that does not rely only on organic content, because the organic reach is decreasing. But above all, you have to stand out and surf on the trends.
Speaking of trends, we’ll give you a short list of good and bad practices on Instagram:
What’s IN on Instagram:
What’s OUT on Instagram:
Conclusion : To conclude, Instagram has not said its last word. To continue to perform on Instagram, you have to adapt to new features. Make the most of it by focusing on creative and original video content.
Photo Credits : Unsplash – Gabrielle Henderson
