The value of Instagram followers is declining

Last week a lot happened again in the field of AI. But not only in terms of AI, there are also significant changes going on on social media platforms that can have a big impact. In this article, we discuss the major algorithm changes within Instagram. How the value of followers is decreasing and how you can respond to these changes within social media. Got curious? Then read on below.

Major algorithm changes at Instagram

Instagram is going to make major changes to its algorithm in the coming months. As a result, published content from both accounts with many followers and accounts with few followers will have an equal chance of being shown to users of the platform. Each post will initially be shown to a small audience. This can be both followers and non-followers), which, according to the algorithm, is likely to find it interesting. If this proves to be the case, the best performing content will be shown to a slightly wider audience. Next, the best performing content will then be shown to an even wider audience.

Original and relevant content is most likely to gain visibility.

If the algorithm detects copied content, it will make only the original visible in the recommendations. So it doesn't really matter anymore how many followers you have. The idea that all your followers get to see all your content is outdated.

In order for your organic content to be visible at all in users' timelines (in between ads), it must at least be very relevant and original. In addition, it is important to make each post so that it is relevant to both non-followers (who may be seeing you for the first time) and followers (who already know you). It is important to keep a close eye on the reach, impressions and engagement of your Instagram account in the coming period and anticipate these changes in a timely manner. Read more about these changes here and watch CEO Adam Mosseri's announcement here. 

How do you anticipate social media changes?

The changes by social media platforms are part of the trend whereby they are trying in many ways to keep users within their own environment for longer. These include discouraging the use of (unpaid) external links to other platforms, such as your website. They do this by limiting the reach of these posts, such as on X, Facebook and LinkedIn.

With TikTok and Instagram (with the exception of Stories), external links are not even possible at all. As a result, they are becoming more and more content distribution platforms, than a place to build a "private" group of followers that you can reach how and when you want. Reaching people regularly on social media will become increasingly difficult. One thing is certain: because of changing algorithms, you have zero control over it.

Here's how to avoid dependence on social media to reach your audience

If you don't want to rely too heavily on social media to reach your audience, consider the following:

Focus on own channels

Build your own channels that you have control over. Think of your own website, a member environment or community, app and a newsletter.

Develop sustainable content and content programs

Consider a podcast show, webinars, online training or courses, event recordings, research reports, books, offline events, etc. Publish your content basically on your own channels and use parts of it on social media.

Provide PR

Try to be mentioned in others' posts (and mention others yourself in your posts). Participate in others' podcasts or webinars, get articles and interviews in other media, etc. Be continuously visible in a relevant wide network on many different channels.

Conduct active external community management

See that someone else's post is trending and reaching a lot of your audience? Then become part of the interaction to become visible.

Temporary no-click content

Create social media content that is timely and urgent to prompt people to take an immediate (non-commercial) action, without having to click on anything. Make sure this content is appropriate for both people who already know you and people who don't yet know you.

Personal touch

Make your content as personal as possible in a way that is very relevant to your audience.

Refer people to your own channels

Use social media and other external channels as much as possible to direct people to your own channels, where you can better reach them directly.

Invitation to the webinar: Develop valuable GPTs in 4 steps

The GPT-4o, announced by OpenAI last week, will become largely available to all users for free. This will also allow users to start using the custom GPTs. This makes it much more attractive to now develop your own GPTs and offer them to your colleagues and (potential) customers. Compare it to your own app in the App Store. 

Want to know how to use custom GPTs to make your content available in innovative ways, generate leads and improve your services? Join our webinar and discover in 4 concrete steps how to develop valuable custom GPTs. We'll provide you with both strategic insights and practical examples that will get you started right away.