"Pay-to-Play" - Is Instagram Purposefully Suppressing Our Organic Reach? Here are 3 Tips To Still Grow in 2021.

Is Instagram suppressing our organic reach? This is a question we’ve asked representatives from Instagram & Facebook repeatedly over the past year and a half…and we’ve yet to receive a straight answer. However, from our own research through the digital assets that we own, we certainly believe that Instagram is suppressing reach for business pages.

In addition to the work that we do for our clients with social media marketing, we also run our own proprietary digital sports network, PlayMaker Network. Alongside this sports network, we run just about 25 different Instagram pages that target different niches within the sports community. Within the past 12 months, we’ve watched our organic reach drop from 25% of our total audience to about 15% of our total audience, with no changes in our content strategy. With the experience from running all of these different Instagram pages, we can certainly attest to the belief that Instagram is suppressing organic reach.

We’ve also had several of our social media marketing clients experience the same suppression with their organic reach. It is clear to us that Instagram wants us to now pay (via their ad platform) for the same organic reach that we used to enjoy. Gone are the days where you can simply post a video or picture and then watch it fly with engagement through your audience.

That said, how can you still employ cost effective growth strategies in order to still be an effective marketer on Instagram? We have three tips that you can utilize to still grow in this “pay-to-play” environment.

Use IGTV - this is an often overlooked aspect of Instagram that is too commonly avoided by small businesses, however to do so is a big big mistake. IGTV is Instagram’s long-form video competitor to YouTube, and whenever a social media platform introduces a new feature, it’s a good idea to lean all the way into it. Although IGTV has been around for a little while now, Instagram is still trying to figure out the sweet spot for it’s users, and as such it rewards the users of the tool by giving it quite a bit of organic reach. Instagram wants more users to post to IGTV, so it’s pushing it’s organic reach to get in front of more eyeballs. Implementing an IGTV strategy for your business with long-form video content will be a great idea to continue to get organic growth and engagement.
Implement an Instagram Stories Strategy - Stories is now one of the most active elements of Instagram, with over 500 million daily active users. Being that Instagram Stories is the first thing you see when you log into the app, it only makes sense that the tool is so heavily used. Implement a daily strategy with Instagram Stories by giving your audience a behind-the-scenes look at your process, offering time-sensitive deals, or by simply showing the more personal side of your business. Because users know that your content will disappear after 24 hours, they will more inclined to check your Instagram Stories, and keep on checking in the future if you are putting out cool stuff.

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Engage with your audience - I know that this sounds cliche, but the Instagram algorithm is still heavily dependent upon comments on your posts, so it’s important to encourage that activity among your users. Comments on others posts with relevant hashtags, and encourage your audience to comment on your posts with captions. If it makes sense, join an engagement group of like accounts that will comment on each other posts to support each others organic reach. Typically, the more comments that a most gets the more organic engagement that Instagram will give you.

These are just three simple tips that you can use to help get more organic reach in a time where it’s clear that Instagram is suppressing how many people see our posts. Don’t give up on Instagram as it is still one of the best platforms to build brand awareness and to drive traffic. Establish an IGTV and Instagram Stories strategy if it makes sense for your business, and don’t forget to engage with others in your niche!

Jason MaloneJanuary 5, 2020instagram, instagram stories, igtc, igtvComment

Recent Trends in Media Mergers and Acquisitions: A Strategic Shift in Digital Media

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How IRL Activations Can Drive Brand Awareness and Community Growth

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Integrated Marketing and Collaborations: A Strategy to Bolster Brand Awareness and Drive Sales

Lego, the iconic toy company known for its colorful building blocks, has seen a resurgence in popularity thanks to its strategic move to go digital. The company reported a 26% increase in first-half operating profit, setting a new record of over $1.2 billion. This remarkable growth is largely attributed to its popular partnership with Epic Games, resulting in the creation of Lego Fortnite.

Boosting 4Q Sales: Strategies for E-commerce Businesses Eyeing M&A and Exiting in the New Year

As the end of the year approaches, many e-commerce businesses are gearing up for one of the most critical periods in retail: the fourth quarter (4Q). With major shopping events like Black Friday, Cyber Monday, and the holiday season, 4Q presents a golden opportunity to maximize sales and bolster financial performance. For e-commerce entrepreneurs considering a merger and acquisition (M&A) or planning to sell their business in the new year, a strong 4Q can significantly enhance their business's valuation and appeal to potential buyers. Here are several strategies to boost 4Q sales and position your e-commerce business for a successful exit.

Navigating the Dynamic World of M&A in E-Commerce

The e-commerce sector continues to evolve rapidly, driven by technological advancements, shifting consumer behaviors, and economic conditions. As a result, mergers and acquisitions (M&A) have become a strategic tool for companies looking to expand their market presence, diversify product offerings, and achieve operational efficiencies. The e-commerce landscape is particularly ripe for M&A activities due to several emerging trends and factors that are shaping the industry's future.

Leveraging YouTube as a Top-of-Funnel Strategy to Grow and Scale Your Recommerce Business

In today's digital age, building a successful recommerce business requires more than just offering great products at competitive prices. It's about creating an engaging brand presence, reaching your target audience, and establishing credibility in a crowded marketplace. One powerful tool for achieving these goals is YouTube—a platform with over 2 billion logged-in monthly users and vast potential for connecting with potential customers. In this article, we'll explore how you can harness the power of YouTube as a top-of-funnel strategy to grow and scale your recommerce business.

The Rising Tide of Resellers: How an Industry Boomed and Continues to Surge

In the bustling landscape of modern commerce, a new breed of entrepreneur has emerged, wielding digital platforms as their weapons of choice and reshaping the retail landscape: the resellers. What was once a niche market has evolved into a thriving industry, fueled by technological advancements, shifting consumer behaviors, and the boundless opportunities of the digital age.