Article

Stuart Sankey
Stuart Sankey 15 April 2016

What Does The New Instagram News Feed Mean For FMCG Brands?

Instagram is an important channel for FMCG brands. A couple of weeks ago, Instagram announced changes to the algorithm that determines its news feed- meaning that posts will no longer appear in chronological order. Instead Instagram will decide what appears in your news feed based on your interests.

This sounds fairly innocuous, doesn’t it? This tweak to the news feed means that the Instagram news feed will be like that on Facebook. Given that Facebook owns Instagram this is not a huge surprise; this change is a clear indicator that Instagram is attempting to monetize its platform.

What Does This Mean For Brands?

Organic Reach

Similar changes to the Facebook news feed algorithm meant that the organic reach of brands’ Facebook Pages significantly decreased. This is likely to be replicated on Instagram. A smaller percentage of your brand’s followers on Instagram are likely to see your posts in future.

New Advertising Options

Instagram is introducing more advertising options for brands including Instagram Pages for businesses. Similar to Facebook there will soon be a variety of options for advertisers to use.

What Should Brands Do?

Engagement

Brands should ensure that they are generating engagement and interaction with their audience on Instagram. To be successful brands should create content that starts conversations and builds relationships with customers as well as generating likes and shares. Greater engagement will help brands maintain some visibility on Instagram. Brands can create engagement with their followers by giving followers links to digital printable coupons or exclusive discounts.

Advertising

Brands should also consider joining the 200,000 active advertisers on Instagram if the platform meets their strategic objectives. It is likely that brands will be able to buy increased visibility in the form of sponsored posts and suggested posts via Instagram search.

Is your brand currently using Instagram? What will you do differently now that your brand’s visibility has changed?

Quotient Technology (formerly Coupons.com) is a leading digital promotions and media platform that connects FMCG brands, retailers and consumers. We have recently launched Shopmium in the UK, a mobile-first proposition that enables FMCG brands to win on mobile. For more information email me at ssankey@quotient.com.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
The New '4Ps of Marketing'

The New '4Ps of Marketing'

Neil H. Borden, in 1964, gifted the world with the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This concept has been a cornerstone of business marketing. However, there are new 4Ps of Marketing – just as powerful and just as game changing as Neil Borden’s.

Daisy Kent
Daisy Kent 18 May 2017
Read more
How To Calculate Marketing ROI

How To Calculate Marketing ROI

Calculating marketing ROI is an exercise in patience and accuracy. The formula to calculate basic, short-term marketing ROI is simple: ROI = (Incremental Profit – Campaign Cost) / Campaign Cost. But marketers know that the formula—while accurate—is far too often misapplied to their efforts.

James Loomstein
James Loomstein 16 May 2017
Read more
A Complete Guide To Help Sales and Marketing Work On The Same Team

A Complete Guide To Help Sales and Marketing Work On The Same Team

''Companies with dynamic, adaptable sales and marketing processes report an average 10% more of their salespeople meet their quotas compared to other companies.'' - CSO Insight

Michael FitzGerald
Michael FitzGerald 19 May 2017
Read more