Social Change: Media Managers Prepare for New Instagram Algorithm

By Brus, Brian | THE JOURNAL RECORD, April 22, 2016 | Go to article overview

Social Change: Media Managers Prepare for New Instagram Algorithm


Brus, Brian, THE JOURNAL RECORD


OKLAHOMA CITY - A change in Instagram's algorithm means companies with social media platforms will need to re-evaluate the quality of their consumer outreach efforts, local public relations agencies said.

"I think this could be a good opportunity for many clients, particularly as we're posting more relevant content, to connect with more followers," said Kym Koch, president of Kym Koch Communications.

At the end of March, the graphics-sharing network Instagram announced it would soon adjust its method of sorting content, pushing more popular photos and videos to the top of feeds based on each user's history of engagement. The change is meant to make the browsing experience more personal instead of forcing users to sort through a comprehensive history of updates posted by every agency or person they follow.

That's obviously good for consumers, local PR company representatives said, and happy consumers make for happy companies. But the change will require a little more self-awareness and effort on the part of producers who use social media as a branding tool.

"This means brands are needing to make a deliberate effort to put well-made content that leads to high engagement numbers if they want to reach their targeted and built-in audiences," said Chip Carter, vice president of corporate communications at Jones Public Relations.

"As social media managers, we keep our brands and businesses we manage current on social media trends. With this change, as with previous ones, we have adjusted our efforts and focused on high- quality imagery and thoughtful captions to really encourage engagement and interaction," he said. …

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