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How Instagram Will Distribute Your Content In 2023
January 17, 2023
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For some time now, Instagram has been working to shift how we use the app away from our own curated social graph (the people, places, and things we follow), and more towards the TikTok-like in-app, interest-based, discovery experience.
And this change means opportunity for growth.
It doesn’t mean losing a ton of reach with current followers; it means heightened awareness (and conversion) with non-followers.
Here’s what the Head of Instagram, Adam Mosseri, recently shared on where the new focus for increased content distribution should be.
- Reels
Embrace short-form vertical video.
But make sure you’re not creating “Reels for Reel’s sake.” You still need to entertain, inform, or inspire. You also need to tighten up your content. Be about a couple of things you’re really into rather than all over the place in order to convert views to followers. - Reliability
Mosseri is about quality over quantity – no need to show up every day. Create a cadence.
He suggests a couple of pieces of content for Feed each week, two “Stories” per day, and again tightened up hashtag use. - Relevancy
Understanding the audience’s broader interests, and playing to that, will get your content distributed. So, pay attention. Study what triggers reaction and what does not.
Instagram is placing a higher priority on helping users discover new things around the interests they show through their interactions and conversations. Mosseri believes prioritizing content that generates conversation will help IG differentiate itself from apps like TikTok.
They want to build around conversation, not just content.
As you refine your Instagram strategy for 2023, here are a couple of reminders from me:
Content Needs A Current & Future Follower Strategy “Stories” distribution remains mostly based on your social graph – those who follow you, so it’s an opportunity to engage the most active fans each day in a fun, quick way.
Photo and Reel distribution will go out to more non-followers than followers. Jump on brand-aligned trends and topics around the main elements of your brand for discovery.
Reels alone will not boost your reach. Have a balance of different content forms to increase the reach.
Content that keeps people in the app is prioritized for distribution. (That’s code for replying to the audience.)
It’s not only the right thing to do, it’s now part of how your content can get higher distribution in the year to come.
Let us know how we can set up your Instagram strategy. Email us at lori@lorilewismedia.com.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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