[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

Instagram Reveals “Recommendations” Best Practices To Boost Organic Discovery 

Instagram has been following TikTok’s lead when it comes to AI-led discovery for some time now, but it’s yet to release guidance for brands and marketers on how to make the most of that (which it calls Recommendations).

Well, now we’re all in luck because Insta’s Head, Adam Mosseri, has shed some light on the matter via one of his famous videos.

What is Instagram Recommendations and why does it matter?

But before we dig into the nitty gritty, a quick overview of Recommendations and why they matter is required to provide context to the news. Let’s hand over to Instagram for that one.

Instagram For Creators

“To create more opportunities for discovery, we’ve been adding recommendations (content from accounts that you don’t follow) to more places. This includes feeds where, like within Reels and Explore, recommendations are personalised to your interests.”

Basically, Recommendations is a big rip-off of TikTok’s For You page, where artificial intelligence serves up video after video from accounts you may not follow, but it has determined you will like. It’s the whole reason the app is taking over the world.

The good news is that if you create some content that really strikes a chord with your audience, the chances that it’ll be discovered organically and shared are a whole lot higher – which is a brilliant outcome for marketers.

What’s the point of Recommendations?

Instagram wants people to discover more creators on Instagram and to do that, it’s developed Recommendations. 

Adam Mosseri, Head of Instagram, via Twitter

“You’ll see (Recommendations) in Feed, Explore and Reels tab. The idea behind recommendations is to help people discover amazing creators on Instagram that they don’t even know about yet.”

As always, Instagram’s decisions aren’t driven by charity. The hope is that people will spend more time on the platform due to Recommendations and that the reach for the average creator will increase. If that happens, it can claw back some ground it lost to TikTok.

Mosseri also said he wanted to shift reach from content aggregators to creators and particularly small creators and that Instagram wants to be a platform where more people can make a living in the long run.

If that all comes off, marketers could find that Instagram becomes a place worth investing in – in terms of partnerships with brand ambassadors and owned content. Engagement, reach and return on investment could all go up, so keep an eye on how things develop.

This is how Instagram recommendations work

Recommendations are based on a number of signals from each individual:

  1. How many and how quickly other people are liking content.
  2. How many shares and saves a post has.
  3. A person’s interaction history with the account that posted the content.
  4. Other posts a person has liked or commented on.

There will also be controls extended to individuals, who can tell Instagram if they’re not interested in someone or if they’d prefer not to see sensitive content.

Get eligible for Recommendations now!

For a start, only public accounts are eligible for Recommendations. Once you’ve ticked that box, you need to make sure you follow Instagram’s Recommendation Guidelines (content in violation of them includes violence, content that promotes regulated products like tobacco and sexually explicit content). 

Next up, make sure you adhere to Community Guidelines. You can read what they are here, but in a nutshell:

  • Only share content you own or have the right to share.
  • Post appropriate photos or videos.
  • Follow the law.
  • Respect other Instagram users.

Here’s Instagram’s Recommendations best practices

Okay, now we’re on to the good stuff. Here are Instagram’s best practices. Follow them and your chance of being recommended will increase.

  1. Post original content and avoid re-uploading your Reels or aggregating content. If you’re working with someone else, make sure to use the Collabs feature or enhanced tags. In his video, Mosseri warned that Insta will come down firmer on aggregators and will be more generous with original content creators.
  2. Be engaging! Keep your Reel short (under 90 seconds), make sure your video is made for full-screen and vertically, pull the viewer in within three seconds and do not recycle content.
  3. Use relevant keywords. Make sure your handle or profile name is related to your posts and use the right hashtags (yes they still matter, but only a couple!) and keywords in your caption. According to Mosseri, captions are key and accounts that add context to your photo or video will do better in the long run.
  4. Don’t ignore Insta insights. These can tell you where you’re going right and where you’re going wrong, so you can make data-driven decisions that help you hit your targets.

Learn with SMK through Sept 2022

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally

Sept SMK Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Techical Labs: LinkedIn Pages, Ads, Campaign Manager, Pixel Tracking, & More on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

YouTube Marketing: Organic & Paid Video Mastery on Thursdays from 10 am – 12 pm AEST

  • Module One: 2022 YouTube Marketing Trends, Opportunities & Challenges
  • Module Two: YouTube Channel Optimisation, Analytics & Video Engagement
  • Module Three: Understanding YouTube Video’s Algorithm & Content Marketing
  • Module Four: YouTube Video Ad Campaigns & Influencer Marketing

LinkedIn & B2B Social Media Marketing on Fridays from 11 am – 1 pm AEST

  • Module 1: 2022 LinkedIn & B2B Social Media Marketing Opportunities
  • Module 2: LinkedIn Content Marketing, Engagement & Brand Building
  • Module 3: Thought-Leadership, Employee Advocacy & Personal Branding
  • Module 4: Creating High-Performing LinkedIn Ads Campaigns

 

Leave a Comment