Instagram’s unexpected algorithm change ??

Hey there,

Hope you’re cool with six more weeks of winter! ???Well, maybe not?too?cool. ???

In this month’s newsletter, I’m covering:

• Instagram’s identity crisis ??
• The future of finding accurate creator data ??
• Why Instagram is scaling back Shops ??
• Google vs. ChatGPT ??
• A TikTok Creator of the Month ?

1. Are Photos Making a Comeback on Instagram? ??

Photo credit:?Matt Navarra on Twitter

Buckle up — it looks like Meta is having another mid-life crisis moment.

Recent comments ?from Instagram head Adam Mosseri signal how the app might shift its focus (again). Here’s a rundown of what was said: ??

• Mosseri admits that IG “overfocused” on Reels and their rank in the algorithm
• The app will balance serving photos vs. videos based on users’ preferences
• Still, video remains a key focus of IG as it’s “driving overall engagement more"

So, are photos making a comeback? Does Instagram regret going all-in on Reels?

Reality check:?photos never went away. Despite Reels’ popularity,?research says ?Carousels get the most engagement. Photos remain a staple of Stories, too.

My take??Instagram is at a crossroads as TikTok booms. Short-form video is TikTok’s specialty. Photos put IG on the map and so it makes sense to circle back.

But fast forward to the present and short-form video is?marketers’ top priority .

Again, Instagram says that video drives engagement. Brands are?tripling down on Reels ?because they’re so strong for awareness and reach.?Reels are here to stay.

Brands should experiment with content to figure out what works and what doesn’t. No two accounts are the same. Your industry and audience are huge factors, too.

Rather than look at Reels and photos as either/or, brands should ask “Why not both?”

2. Meta's Creator Data Mining Crackdown is Here ??

No matter how your brand finds its creators, this story is a big deal.

Last fall,?Meta announced ?steps to deter?unauthorized?data scraping. Major influencer platforms pledged to remove convenient search features as a result.

Fast-forward to the present and those changes are going into effect.?

As reported by?AdWeek , scraped data is?“more likely to contain errors.”?Third-party data is mined from creators’ social profiles?without?permission.?

Meta’s API authorizes the collection of?limited third-party data. That said, this crackdown highlights how finding influencers is becoming tricky for brands.?

So what should you do?

• Brace yourself.?If you use a platform that relies on third-party data, be prepared to devote more manual hours to influencer searching and recruiting.
• Use platforms like Statusphere, that rely on first-party data.?As an influencer matchmaking platform, Statusphere was created to solve the pain points of tedious?influencer databases ?and endless searching.?
• Be prepared for more announcements like this moving forward.?Public concern over data privacy is at an?all-time high . Platforms are taking notice!

Does this update impact you??Schedule a time ?to chat with us about our solutions.??

3. Why is Instagram’s “Shop” Icon Disappearing? ??

Notice that your Instagram home screen feels a bit weird?

Well, this might be why!

Instagram?announced ?the removal of the “Shop” icon from the app’s navigation bar. A “Create” icon replaces it and the Reels icon will move to the right.

This design update will go live to accounts throughout February.

Important: Instagram Shopping is not going away!?

According to Instagram head?Adam Mosseri, ?the move is happening to "simplify Instagram" and "bring people together over what they love." He also reiterated IG's focus for this year: inspiring creativity, improving discovery, and focusing on connections - which the new nav seems set up to achieve.?

This change will make it harder to find storefronts. Still, Instagram hasn’t given up on Shops. The app is still investing in these features while making them less front-and-center.

It’s notable that Shops have underperformed despite IG being such a shopping hub. Fact: Stories and Reels are among?the top ways ?Gen Z likes to discover products.

So, what’s the issue??Consumers see Instagram as a place to find and research products. Shoppers are not looking for another checkout counter.

I’ll keep an eye on updates as IG continues experimenting with Shops.

But as illustrated by TikTok, the?modern buyer’s journey ?is?anything?but linear. There’s no straight line from social to checkout.??

4: Google’s “Code Red” Response to ChatGPT ??

Photo credit:?NPR

Chances are your LinkedIn feed is full of marketers playing with ChatGPT prompts.

With all the momentum ChatGPT has gained, some have speculated that AI search could threaten Google’s search dominance. Microsoft made a?multi-billion dollar investment ?in ChatGPT, and there's a?Bing ?integration on the horizon.

But Google isn't going down without a fight. The company?just?announced Bard , its own conversational AI, to go head-to-head with ChatGPT.?

This news comes after Google announced?LaMDA AI ?back in 2021. Until now, Google has been slow to release the AI tool publicly, citing accuracy, safety, and Google's own reputation as reasons for proceeding with caution.

As noted by?The Verge , the company is reversing its original proceed-with-caution approach to a full-steam-ahead one.

A public version of Bard, powered by LaMDA, will be available within the coming weeks. Until then, it's open to what Google is calling "trusted testers"

To top it all off, Google's founders, Larry Page and Sergey Brin, have even returned to advise on and approve a rollout of?20 AI products ?in 2023, including: ??

• AI integrations for Google Search
• AI image generators
• Product prototyping tools
• AI-generated music

You can bet that Google is eager to capitalize on?concerns about ChatGPT ?and its accuracy. Maybe that’s why?Google ’s chatbot will focus on “getting facts right, ensuring safety and getting rid of misinformation."?

For now, it's a race to stay in the game. And Google is tapping in.?

5: "Will The Lashes Last?" Review Goes Viral ??

Photo credit:?@citycouponmom

I love it when beauty products go viral and this month’s creator didn’t disappoint!?

TikTok creator Rosie (@citycouponmom ) earned over 2 million views and 219.7k likes by reviewing Kiss imPRESS Press On Falsies.?

Taking viewers along on a Target run, Rosie filmed herself buying two styles of imPRESS lashes. At home, she walks through the application process.

And the entire time it feels like she's talking to a friend, not her smartphone.

Rosie tested two styles of lashes, one on each eye. She wraps up by asking viewers to pick their favorite style. Bonus points for encouraging viewer participation!?

Why I ?? this:

• The creator engages her audience throughout the video.?The video’s “to be continued” ending is a great touch. Rosie makes good on her review by?giving an update ?and honest feedback on how they wear. She cares about her followers and makes the product look even better.
• The creator helps viewers imagine the product in their hands.?From where to buy to how to apply, this video shows how TikToks can educate customers in a matter of seconds.?
• The creator’s video is stylistically simple (but super effective).?Rosie relies on her personality and quick delivery to hook viewers. No loud edits or music necessary. TikTok’s simplicity is its superpower.

6. Is Social Search Part of Your Brand’s Strategy?

Nearly?40%?of Gen Z are ditching Google search for TikTok and Instagram search.

As social apps become search-centric, you need to make your brand easy to find.

Ready to boost your brand's visibility? Tune into my next webinar to learn how shoppers use social search and how to get your brand to rank.

I’ll cover:

• How social search actually works
• Content types that strengthen your search presence on TikTok and IG
• Tactics for creating social content that’s optimized for engagement
• Social search features, algorithm changes and best practices

Seats are filling up fast! Reserve yours below! ??

Register Now

Snack-Sized Social News ??

Social news moves fast! Here are a few headlines to keep you in the loop:

• Secrets out! Looks like?TikTok has an internal “heating” button ?to make posts go viral beyond the algorithm. ??
• Can’t stop scrolling IG? The app’s new?Quiet Mode ?offers ways to unplug and control your Instagram activity. ??
• YouTube introduces?Short monetization ?and ends the Shorts Fund. ??
• IGs?dynamic profile pics ?let users show off an avatar. ???
• YouTube Shorts tests?location tags ?for in-person videos. ???

ICYMI

Check out these resources from Statusphere that you might have missed:

• TikTok Brand Guidelines: Dos and Don’ts
• How to Explain Influencer Marketing to Your Boss
• TikTok Campaign Ideas & Examples to Inspire You
• UGC Creators vs. Influencers (and Where to Find Them)

I'll be back next month with more tips to enhance your digital marketing strategy!

Best,?