There’s something unfolding in the Instagram marketing industry that every marketer ought to know about. It's a shift that is happening everywhere in the digital space, and it's based on the new 'attention economy'. Specifically, Instagram has updated its algorithm to prioritize content that creates genuine engagement.

...which means the posts that get the most attention are getting the most visibility.

Instagram now prioritizes content that fosters genuine engagement, meaning posts that get more attention are receiving more visibility.

The new 'Attention Economy'

It’s no longer just about comments, likes, and shares. The 'viral factor' of your content is increasingly based on the amount of time other users spend consuming your content.

Now, if you're like many marketers, you're probably thinking about this algorithm update in terms of how it will affect your reach and engagement rates. Some people even suggest using engagement pods or buying fake followers or likes to maintain your reach, but this is misleading information circulating on various marketing blogs and forums.

How to adapt your growth strategy and thrive

At Thrive Socials, we've been following these developments closely since Instagram Reels were first announced, and we've spoken with numerous Instagram marketing experts and creators about how this new algorithm will impact you. Here are the top five ways this news will affect your strategy:

• No more low-effort tactics: You won’t be able to rely on methods like using bots for fake likes or comments. The algorithm is getting better at detecting inauthentic activity, which could lead to penalties for those who use these tactics.

• Time to invest in quality content: You may need to invest more time in creating high-quality, engaging content. Posts that naturally spark conversations and shares will be rewarded by Instagram. So, focusing on quality and relevance over quantity is crucial.

• Increase your engagement: You’ll need to engage more actively with your audience. Responding to comments, asking questions in your posts, and encouraging user-generated content will help boost genuine interactions.

• Passive posts won't cut it: It may be more difficult to gain visibility with passive or generic posts. The algorithm update means that posts which don't engage viewers in meaningful ways will see a decline in reach.

• Better for authentic creators: The positive side is that this change encourages a more authentic community. Marketers who focus on building genuine relationships with their audience will thrive, as the algorithm rewards real engagement.

We want to point out that the above five points aren’t just our opinion.

We’ve talked to many Instagram marketing experts and creators across different niches, and they all seem to agree on one thing:

Consistent, meaningful engagement is now more critical than ever for maintaining and growing your presence on Instagram.

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The role of authenticity and Instagram's 'trust score'

Another interesting aspect of this algorithm update is that Instagram is also working to reduce the spread of misinformation by promoting trustworthy sources and genuine interactions. Most people won’t notice this, but Instagram assigns a 'trust score' to your profile. If you buy fake followers or fake likes and comments, your trust score is at major risk.

There is, however, a workaround. If you're struggling to grow, you just need to shift your strategy toward authentic engagement techniques and focus on creating compelling content to avoid any negative impact on your reach.

As an additional precaution, you might also monitor your engagement metrics closely and adjust your tactics based on what resonates most with your audience.

The new algorithm: Good news for authentic creators

Fortunately, most marketers focused on building a real community will see this as good news. That’s because the algorithm levels the playing field and rewards those who invest in building genuine relationships with their audience. The only ones who won’t like this algorithm update are the ones trying to deceive others by buying fake likes and followers.

Bottom line?

Instagram’s new algorithm prioritizes authentic engagement, meaning quality content and genuine interactions are more important than ever. So, focus on building real connections with your audience to thrive in this new environment.