A brief overview of some of the strongest social media trends and strategies from 2021 to boost engagement and be prioritized by Instagram's algorithm.
Wondering how to be favored by the Instagram algorithm? You’ve heard this question being posed by influencers and businesses alike. The truth is, the only thing predictable about Instagram marketing is that it’s always changing. This means you have to adapt your strategy to stay on top of the most recent trends, internal changes to the platform, and cultural changes of the users.
The good news is that the Instagram algorithm is always evolving to prioritize genuinely good, organic content and human connection, so they say. This means that past hacks like massive giveaways, excessive hashtags, buying followers, and the like are recognized by the algorithm and deprioritized. All in favor of emphasizing genuine content with authentic engagement.
The bad news? You’re going to have to continuously evolve your strategy and roll with the punches. Because Instagram is a social platform centered around people and culture, Instagram must answer to the ebbs and flows of both of these volatile forces of nature.
According to Hootsuite’s Annual Trends Report and Later’s Trend Predictions for 2021, these are some of the top trends for Instagram marketing to try in 2021. Check it out!
Video Content Over Everything; moving images for the win.
Video is [still] KING on Instagram. We’re talking GIFs, reels, or just a plain old video post. Moving images are IN. Why? Simply put, they are more engaging and people prefer them. The fact that people prefer videos translates to viewing video posts longer, and the algorithm takes note. One way the Instagram algorithm works is by noticing how long each user looks at which pieces of content. By using video posts, you can automatically have a user looking at your content longer than a still image, and it can help boost your rankings and engagement. Have you ever posted a reel? If not, try it. You’ll quickly notice how Instagram favors Reels and you can get a wide reach fairly quickly. This is in part to encourage users to use this newer feature, as it benefits the company and makes them more competitive with platforms like Tik Tok. This brings me to another point; stay aware of how the app wants to grow to know what the algorithm will favor.
GO LIVE or Go home; Host Digital Events.
People are out less and home more and craving human connection like never before. Now is the time to step into your hosting shoes and consider hosting the space for digital events. This can include panels, interviews, classes, and discussions. Holding digital space for your audience is a great way to provide value to your following and grow grow grow.
It’s Quality Over Quantity; Focus on content quality, not just engagement.
Passive audiences are still consuming your content. Passive consumption can be as valuable as active consumption (reach + reaction vs. engagement). Long gone are the days where you get clear-cut ROI from looking at engagement alone. Keeping a consistent and frequent posting schedule, and a killer content calendar goes further than just likes. They say it takes 10 touch points to convert a consumer, so whether or not your followers are fully engaging with all of your posts, you’re still leaving an impression and staying top of mind. Additionally, liking and commenting aren’t all that matters. Users are saving, sharing, and screenshotting content that speaks to them. Yes, it’s harder to measure but cannot go overlooked. Bottom line: focus on the quality of your content above all. That way, you can’t go wrong.
Instagram or Instashop? The New Digital Marketplace.
With new features like shopping through Reels, consumers are using Instagram as their one-stop shop. Instagram combines all their favorite brands and influencers, so shopping on the app is a no-brainer; the ultimate digital window shopping experience can now seal the deal.
It’s Personal; Personalizing Storytelling with Data.
We’ve all seen Spotify’s annual personalized playlists + year in retrospect that our friends and family eagerly share onto their IG stories. But this approach to storytelling doesn’t have to stop with music, or even be about your audience. It can be about your brand. Showcase your brand’s top-liked posts in a carousel or a GIF of your most loved products of the year. There are so many ways to get creative with it!
In conclusion, even in the year of polarizing politics, social distancing, and staying home, human-centered content is winning, again, and again, and again. Stick to it!