It's not the Instagram algorithm... it's you

Working within digital marketing means I get to look at trends and common practices associated with different social media platforms. While I do have some doubts about the future popularity of Instagram (mostly due to Facebook’s ownership of it), I still see it as a valuable platform.

There’s a very specific trend I’ve seen starting to grow over the past year. When people are posting about growing your Instagram, whether on Instagram itself or their own website, they often claim to have the algorithm figured out. It’s a little like people who say they know Google’s algorithm. It’s a shady practice that should be looked at with caution.

These blog posts, Instagram posts, and videos are trying to tell you they know something you don’t. They know the secret that’s keeping you from growing and making money from your influence. You know what, it’s hard to resist the urge to click those kinds of posts. We all want to know the secret. There’s got to be a secret ingredient that we all don’t know, right?

Another commonly spoken idea is that Instagram’s algorithm keeps changing. As a result, the content you’re reading or watching might not be useful anymore. This is quite a cheap cop-out for those who are saying they know how the algorithm works.

It’s saying:

“Follow my advice, but if it doesn’t work, it’s not my fault. It’s just the algorithm changing. To avoid this happening again, sign up to my newsletter and get my content sooner next time.”

What this tells me is that the idea of an algorithm is something people can use when creating content about Instagram, when they don’t know what they’re talking about. It’s a way to create clickbait content and present yourself as an expert without actually being one. And you can use it to also cover yourself if anybody says otherwise.

The algorithm is used as a common entity that all marketers want to understand. We’re all looking for a secret ingredient and by reading content about the algorithm, you think you’re going to find that ultimate solution. This kind of thinking brings about almost addict-like behaviour, where you read blog after blog about the algorithm. You find strange new techniques that are a sure-fire way to beat the algorithm.

Unfortunately, you’re just a bit too late each time. You try the technique, but the algorithm has already changed. So you move on to the next idea. That’s most likely why you are here. So here’s my idea for you: The algorithm is an excuse. Stop worrying about it. Even if it does change constantly, what’s the use in trying to understand and control something that would have changed by the time you’ve finished reading this sentence?

The thing about Instagram is that it makes money from advertising. Due to this, the app wants you to stay on the app for as long as possible, so you can be shown more ads. That’s what the algorithm is designed to do: Show you the content you like the most so that you’re entertained. If you’re entertained, you’ll stay on Instagram longer, meaning you can be shown more ads.

Every change the algorithm makes is designed to refine that exact same process. They just want to show you content that you’ll engage with. And that brings us to how the algorithm decides whether your content should be shown or not.

The formula is very simple: The more engagement your content has received, the more you are considered relevant and engaging. As a result, you will be shown more to more users who have similar interests to your content. It really is that simple. There is no secret ingredient. Just create engaging content that is relevant to your audience.

It’s not about posting at a very specific time or day of the week. It’s not about the number of hashtags you use, either. I’ve seen plenty of posts out there using just one hashtag that received over 20% engagement rates. Similarly, I’ve seen posts with 20 hashtags that received a similar level of engagement.

The truth of the matter is that social media is about being social. Your content needs to have a social aspect to it. By that, I mean you should start conversations. If you don’t ask, you don’t get. Therefore, you should start asking people questions on social media in order to get that engagement. If you get engagement, you will be shown to a larger audience.

As a simple rule-of-thumb to follow, look at your content before posting it. If it doesn’t encourage people to be social, then it shouldn’t be on social media.

Re-thinking your approach to creating content

I was once chasing the holy grail of social media success, just as you are or were. It’s easy to believe that there’s a secret to growing your presence on Instagram.

Once upon a time, I used to believe that influencers on Instagram possessed a secret formula that us normal people don’t understand. The reality, however, is quite boring. To grow your audience, you need to show value in order to earn their decision to follow you and engage with your content. If you want to engage with your audience, start having conversations with them.

How you can start having conversations with your audience

Below are three ways in which you can start to get into the mindset of creating content on Instagram that is engaging and starts conversations.

1. Plan your content and follow the 80/20 rule

Before you even start posting, you need to come up with a content strategy. I personally follow the 80/20 rule. This approach splits your content into 80% being of value and entertaining your audience and 20% being more about you or your brand.

You need to have posts that are intended to give your audience something. You don’t always have to ask something from them, like a purchase or a website visit. If you do that in every post, you’ll just come across as pushy. Who wants to be bombarded with sales pitches every day?

Your content on 80% of the posts should aim to provide as much value possible, to make you the go-to profile in your industry. Provide resources, information, and advice that your competitors are charging people for, for free.

There are many arguments around doing something like this, with many reading this probably thinking that offering stuff for free de-values what you’re offering. This is a conversation that deserves a whole other article, which I’d like to do one day, but the shortest answer is that giving something away for free is like an investment. People appreciate free resources and those who are serious will purchase later.

If you think your audience would not pay for the content you’re about to post, don’t even bother posting it. Find something else to post.

2. Have some quality control for your content

After you’ve created a piece of content, start thinking about the engagement you want to receive from the post. As an exercise, try thinking of ten different comments people might leave. If those ten ideas came easily, then your content is probably good enough to share. If you struggle to think of ten comments, or if they’re all too similar, you need to edit your content or ditch the post entirely.

3. Interact with your audience

This is the easiest, but most forgotten part of creating engagement. If you expect people to comment on your posts, you need to comment on theirs, too. If you can build a real relationship with people within your audience, they’re going to feel a stronger desire to interact with your content. Just think about how often you comment on a post from a friend compared to one from a stranger.

When you do post something and you get a comment, be sure to leave a genuine reply. Don’t just say “thank you.” Be genuinely interested in what they have to say. If you can’t think of an interesting reply, take a quick look at their profile and refer to their previous posts.

That takes a simple “thank you,” which ends a conversation, to something more along the lines of: “Thank you so much, I’m glad you liked my photo. Your holiday snaps in France look amazing. Did you get to see Chateau de L’yeuse?”

Which one of those replies do you think will get an extra response from the original commenter? And which one of those replies do you think will make that person remember you?

One of the best comments somebody can leave on a post is when they ask a question. You can choose to either reply publicly or send a direct message. It depends on how private the question or reply is. Take the time to think about your response. Don’t just answer the question, but instead think about how you can keep the conversation going.

If they’re asking for your opinion about something, ask them what they think about your views on the subject, or if anybody else they know has an opinion. You could even push the question out to the rest of the audience, to get more people involved. Soon, you’ll have a full debate going with multiple people rather than just you and the person who asked. Make it inclusive.

Responding to a question will mean a lot to the person asking. You’re not just proving your expertise and your social side. You’re also reinforcing your brand. That’s what Instagram is all about.

Final thoughts

This advice is intended to improve your engagement rate over time. This is regardless of any algorithm changes or whatever. It’s simple human interactions and valuable content - that is what Instagram wants from you.

By improving your engagement rates, more people will want to follow you. If your profile is the happening place, people will want to follow you.

I hope I’ve managed to convince you to stay away from posts that talk about beating, hacking, or gaming the algorithm. It’s clickbait rather than high-quality content. A conspiracy theory to get you hooked.

Instead, you need to focus on your content and audience. Provide value and they will appreciate it. And as a result, you will grow. If you fail to do this, you won’t grow. It’s not the algorithm, it’s you.

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