Secrets from Instagram's CEO 👀

Hey 👋

Welcome to Neighbourhood Post issue #37 - easy to implement digital marketing ideas straight through your metaphorical letterbox.

⚽️ 🔜 🏡 

Anyway, on with today’s newsletter - Instagram’s CEO broke his silence on the platform’s Algorithm.

👉 By the way, if you’ve missed previous newsletters you’ll find them here.

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I know nothing about cars.

When I’m cruising along and everything’s fine, it’s great.

But the moment the warning light comes on and that crunching sound screeches out of the engine, I’m in trouble. 💥

I have no idea how to fix it.

And that’s fine, because I don’t want to know how to fix a car’s issues.

But if you do want to fix them, you have to know what’s happening under the hood.

Well done for getting to the end of that tenuous analogy. 🚗

It’s much like working in social media (there it is…)

A lot of people think they know how to do it well, but when growth slows or results dip below expectations very few people know what’s happening under the hood.

So very few people know how to fix it.

And part of the reason is that, unlike a car’s engine, social media algorithms change all of the time.

Which is why its great when Instagram’s CEO comes out and tells us exactly what the algorithm favours.

In a recent interview Adam Mosseri gave us a rare look under the bonnet:

“One of the most important signals we use in ranking is ‘Sends Per Reach’: of all the people who see your reel or photo, how many of them share it to their friend in a DM.”

Now, we knew this was a factor in social media success, but the fact the CEO has said it indicates it’s the #1 factor right now.

So what does he say to do?

“Don’t force it as a creator, but think about making content that someone would want to send to a friend.”

Here’s how you can take advantage of this insight:

#1 - Look at your own behaviour

Human psychology plays a big part in determining what we do and don’t share.

Guess what - you’re a human! (I assume)

So open up your IG DMs and look at what you’ve sent people over time. Look at the things you’ve been sent.

What are the common themes? Why did you send it? Why was it sent to you?

Write down a list of your findings and start to think through how you might apply it to your own context.

#2 - Stretch your brand (but don’t break it)

Most people’s response at this point is: “Yes Dan, that’s all well and good but my charity/organisation/business isn’t going to start sharing videos of horses falling over and parenting memes.”

I hear you.

But that doesn’t mean you can’t create sharable content. If we look at the foundations of what we share, it’s content that is either entertaining, inspirational, educational or emotional.

Choose the one you can do best, and then flex those brand guidelines a little bit.

Disclaimer; it will feel a little uncomfortable, but it’s necessary for social media success.

There’s a line you don’t want to cross, but don’t rule out ideas that feel a little out of your brand’s comfort zone.

#3 - The Algorithm is everything and nothing

OK, bear with me for this contradiction. It’ll make sense, I promise.

Knowing the algorithm inside out is the secret to success.

But it’s exhausting. 🫠

The only constant is change, and its secrets are often under lock and key (which is why we get excited when we get these glimpses!).

We’re at the forefront of social media, creating and implementing strategies on a daily basis and we still struggle to keep up with the constant changes.

If you don’t have the time and desire that we do, then ignore the algorithm altogether and just focus on making valuable content that your audience loves.

Do the basics, but ignore the specific ins-and-outs of the algorithm.

Post consistently. Don’t talk about your products/fundraising/events all the time. Make your audience smile. Stop using it as a sales channel. Give people genuine value in your content.

Keep going on that path and you’ll still see some success.

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That’s everything for this week.

See you next week, where I’ll be writing a full analysis of England’s Euro 2024 victory.

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This is the last chance 🌟

Applications for our Digital Strategy Lead and Digital Content Executive (Video) roles close on Sunday. If you’d like to join a fun, creative team at a pivotal stage in our growth then why not apply? Or if you know anyone who’d be a good fit, make sure they see the jobs.

> More info on both roles here. 

Before you go - we’ll never use these newsletters to directly sell you our services, but we’re always here if you need any expertise or support 👍