Instagram is Implementing reposts, so you see even less of your friends.
Instagram users are more critical than ever of the platform in light of its algorithm-based feed. The “riot” started back in July when users heavily critiqued the new “full-screen” feed, which was a prime example of an unnecessary, and unwanted, change to the app. “Stop trying to be TikTok, I just want to see cute photos of my friends.” was a phrase shared by millions, including Kim Kardashian (328M followers), and Kylie Jenner (367M followers).
Instagram has now confirmed that they are going to be testing a “repost” option allowing users to re-share posts to their followers. This will inevitably lead to more spam in the user’s feed. But what does this mean for businesses using Instagram as a marketing tool? We did some research, so you don’t have to!
Let's take a look at the repost feature in more detail. How does it work, and what is it? This is what Instagram said about the feature in a press release:
“We’re exploring the ability to re-share posts in feed – similar to how you can re-share in Stories – so people can share what resonates with them, and so original creators are credited for their work. We plan to test this soon with a small number of people.”
This will lead to a "retweet" mechanism similar to Twitter, where people will share posts they find inspiring.
This feature opens many opportunities for brands looking to get their brand out there. Brands receive tremendous value from re-shares, as a single re-post can reach hundreds of people at once.
It however also comes with a downside. While reposting exponentially increases your reach, the difficulty lies in getting people to repost your content. The benchmark for a repost is probably going to be a high-quality, fun, or relatable post. This means marketers really need to step up their game and make their marketing extremely entertaining to watch.
This change again shows quality is becoming king in the social media world. And you and your brand need to adapt to this to stay ahead of your competition.
But let’s not get ahead of ourselves. Instagram is yet to start testing this feature and with the backlash of the community, it might not end up in Instagram at all. The social media world is a fast-moving space with changes getting added and removed every single day. Stay patient, and keep producing great content!