September’s Digital Updates
Big Headline: Instagram Provides Insights Into How Recommended Posts Are Selected
To end years of speculation, Instagram released new information on how 'Suggested Posts' are selected. There are 2 categories that each user falls under: 'Connected' and 'Unconnected'. Here's how they work:
The algorithm takes into account a user's behavior and also the behavior of the accounts they follow. (i.e., you and your friends, and brands.)
In turn, Instagram will show users content that is similar to what they already interacted with.
For brands, this is an opportunity to produce similar content that is working for competitors so that those users end up receiving your brand's recommended content.
Audience's Perspective — This is a great step for greater transparency and a good read for those who want to dive into the details. That said, we wish their algorithm actually delivered on the “feels like home” promise. They have some tuning to do there.
TikTok Tests a New ‘Nearby’ Content Feed
Soon, TikTok may showcase locally relevant updates which relate to users’ interests. Here’s how this could benefit your brand.
According to Google, 40% of young people refer to TikTok or Instagram for places to eat and shop.
If your For You page often displays restaurant recommendations or must-see museum exhibits, the Nearby feed should show you content relevant to those locations.
Location tagged content will automatically appear in the ‘Nearby’ feed.
Audience's Perspective — Localization is the holy grail. Many have tried and failed. That said, TikTok is so hot right now, maybe they will crack this code. This is one to watch carefully.
BeReal Reaches 10 Million Daily Active Users
The startup is increasingly gaining popularity. So what is BeReal, anyway?
The trending app sends out a prompt to its users at random times of the day, asking people to share a photo of what they’re doing.
This app is focused on unedited, in-the-moment content— going against Instagram’s focus on quality.
The app is geared toward building connections with friends and does not focus on growing followers.
Audience's Perspective — Is Be Real the next big thing? According to Adam's teen, it is a cool app, but what makes it great makes it less engaging. So from a brand perspective, we are recommending it grows to 100 million followers before you consider jumping in.