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.

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