Instagram tweaks its suggested content feature

In an effort to make “Feed the best place to share and connect with the people and interests that matter most to you”, Instagram is testing a feature which will add recommended posts to your content stream from users you don’t already follow.

A similar feature was previously trialled but there are a couple of small differences to how the platform will behave this time around. When you have viewed new posts, you’ll see the familiar “all caught up” indicator and then you be presented with two options, to either view older posts from accounts you follow or to continue viewing posts from accounts you don’t follow “based on the people you follow and the photos and videos you like”.

This type of feature is present across various social platforms, so this won’t feel intrusive to most users. For those that are prolific producers of high-quality content, this could be a great way to get exposure to a new audience. Discovery is always challenging and if the platform’s algorithm is going to serve your content to an individual that has expressed an interest in topics that relate to your brand then everybody wins.

For influencers to benefit from this, they’ll need to consider what interests they want to align their content to, a broad spread will probably make it difficult for the algorithm to determine what is the primary topic your content relates to. Though it would be reasonable to expect a popular post that has a large number of individuals engaging with it to be given greater prominence.

It’s important to underline that this feature is still just being tested, so at this stage, it wouldn’t make sense to completely shift strategy in any way. However, given that this is the second trial, we can all expect this type of recommended post feature to land permanently soon.

Latest Posts

TikTok is continuing its push into livestreaming by testing a brand new feature called Fan Clubs. This update is designed to encourage more interaction between creators and their audiences, by turning livestreams into a more gamified and community-driven experience. With livestream shopping already booming in markets like China, TikTok is…
Read More
We didn’t make it to Cannes Lions this year. No rosé by the marina. No sunburnt schmoozing. But that doesn’t mean we missed the plot. Because beneath the yacht selfies and the sea of sequins, there were big signals. Clarity. And, dare I say it, a few quiet…
Read More
Social media marketing is a powerful tool for businesses to engage with their audience, build brand awareness, and drive conversions. However, with the sheer volume of content being shared every second, standing out requires more than just posting – it demands efficient, high-quality design. In today’s blog, we’ll explore key…
Read More