Followers on Instagram Have Become Irrelevant?
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Not so long ago I read an instagram update talking about following.
Engagement is overpowering following as the way to go and it’s been like that for a while. This impacted the way we boost posts as well. For medium through big accounts, boosting was a very safe investment into building a community. You could target different audiences and optimize your posts to attract potential followers.
So from now on things are a bit different, meta has more and more control over your audiences in an AI based system (Advantage+) that determines who is the best audience for your boosted post, the one most likely to engage with your content.
What does this mean?
Meta is deciding or strongly suggesting what are the best audiences for you based on behavior and interaction with your posts. Sounds great on paper.
“No more time wasted on segmentation or audience creations”.
Wrong, this means you cannot longer aim for growing a following, creating a community and eventually pursuing organic growth.
Why is it happening?
My first guess would be… a MONTHLY SUBSCRIPTION MODEL. This is pure speculation but it kinda make sense, the ads market is now saturated, people are seeing way to many ads from way to many businesses.
By controlling which audiences are better suited for your content, meta can regulate the amount of ads and quality of those it shows the users. So this is the way meta has total control on the ads, amounts and results it delivers. Bot farms may be an interesting subject for a future blog post, but i’ll let you connect the dots.
Naturally this model is set to become a monthly plan.
Pay “x” amount of money for “x” amount of reach and engagement a month…
My suggestion
Prioritize now more than ever your following. Nurture with valuable content, don’t get sloppy AI content to bore your audiences. Think outside the box and engage, build a community.
