THE INSTAGRAM TEST TO HIDE THE “LIKE” ON THE POST OFFICE HAS BEEN EXTENDED TO SEVERAL MARKETS AROUND THE WORLD.
For influencers, or for people who work with brands to promote services or products on social media, this will likely mean a continued abandonment of “vanity metrics” – such as the number of likes or followers – and a focus on actual sales.
Facebook-owned Instagram said it would start testing in April to create “A less oppressive environment”. Test users can see who liked their post, but not others. One way, according to Adam Mosseri, to make Instagram feel less “a continuous competition”.
A healthier environment could actually be the result of a change like this. But marketers say the changes could also give brands more incentive to step up advertising and focus more on Instagram stories, videos and photo posts that are shown temporarily. The potential change could also mean that influencer content will need to get higher quality, as users won’t be able to count on the number of likes their posts receive, and businesses will be more scrupulous about a lot as well. under vanity metrics.
The initial spread in Canada allowed influencer marketing agencies to run tests. With a little over a hundred influencers, the test allowed us to understand their reactions, which were generally positive. 62% said they spent the same amount of time on content and cited testing as a trigger to improve content quality.
STOP THINKING ON I LOVE IT
Ryan Detert, CEO of renowned marketing firm Influential, said the change could have the effect of draining the economy for fraudulent Instagram “likes” as they would no longer be useful in showing engagement. Influential has worked with major brands such as Pepsi and McDonald’s.
“It’s been an educational process for a year and a half,” he said. “Customers have almost completely given up on the idea that engagement rates are the most important thing and it has become fun.”
Some other companies have embraced the change fully by focusing on measuring the actual online or in-store conversions generated by influencer posts. There are many tools that can help brands determine what happens after they click on the Instagram post and understand whether the Instagram post was directly or indirectly involved in the actual online sale. In addition, the advertising space will be larger because it is certainly more traceable and controllable both in terms of targeting and measurement.
Bob Gilbreath, Managing Director of Ahalogy, a leading company in the social sector, said brands and agencies will be able to penetrate deeper and deeper into the minds of consumers through the sponsorship of influencer marketing. In fact, he said: “If people slowly move closer to this influencer marketing model supported by adv, Instagram will grow dramatically economically.”
THE VIDEO IS GROWING… ALSO ON INSTAGRAM.
Founder and CEO of Social Native, David Shadpour, said the test to hide likes is in line with Facebook and Instagram strategies that push users to Stories. According to him, the goal of Facebook and Instagram is to get users to create stories, because they speculate that the future is made of short videos, with a substantial decrease in static images or news. For this reason, the involvement of video markers becomes essential to increase the return on investment.
“By reducing the focus on likes as an indicator of success, creators will have better creative control, focusing on content and the transition from their content to video,” he said. “With this change, the settings will also have to change. Time spent on the platform, engagement, opinion, and other metrics will prevail as a KPI. “It will also improve the quality of the content.
Some users may lose interest in Instagram without the dopamine spike in “likes” and some viewers wonder if this could affect the time users spend on the site. Others argue that it will change the relationship people have with the app. Oliver yonchev, CEO of social media agency The Social Chain, instead speculates that people will post a lot more than before and says, “One of the main reasons people post less is that every time you post something, you feel at the mercy of a similar metric. Stating: “Once the likes are removed, many people will no longer feel this bad pressure, with the result that they will post more, to the benefit of the platform and the time spent.
A DEEP RELATIONSHIP
Quynh Mai, founder and CEO of the digital agency Moving Image & Content, launched a provocation by assuming a future without Instagram. He believes Instagram’s engagement falls short of YouTube, and this decision to remove likes will force brands and influencers to build stronger communities. Hence better quality and a deeper and more prosperous relationship.
After listening to several entrepreneurs in the sector, all that remains is to embark on the new Instagram by updating the strategies (provided there is no Rollback …), including those of Adv, which will surely become the cornerstone (including videos) of the new influencer marketing.