This Week in Social Media Marketing

Are The New Feeds On Instagram Good For Business?

social media social media calm social media for creatives social media for entrepreneurs social media marketing Mar 28, 2022

What's Happening 

Head of Instagram Adam Mosseri announced users can now toggle between three different feeds on their account. Here’s a rundown on what those feeds include:

  • Home: Same feed you currently see; however, as you may have noticed already, they’ll add more suggestions from accounts you don’t follow.
  • Favorites: You select your favorite accounts. Their posts appear in this feed and nothing else.
  • Following: A chronological feed, like old school pre-2018 Instagram.

I was particularly struck by these words from Adam about the home feed:

“We believe in personalization. We find that when we try to help connect people with the content that they’re most interested in, not only do they say they are happier with Instagram overall, we also see that the average account reaches 50% more followers than a chronological feed would.”

Instagram is just as invested in getting your content to those who will enjoy it as you are! And, the home feed is still the way to do that. The Favorites and Following feeds are requested features, which may or may not be what people actually want.

Believe me: I’ve been in marketing long enough to know that what people say they want and what they actually want are often two different things.

Use it for Your Business

My advice whenever major changes occur on social media platforms:

  • Keep calm: We don’t yet know how users will react to this feature. They may be into it for a while, then ignore it altogether. See: Years ago when Facebook added a Favorites feed. Hardly anyone uses it.
  • Stay the course: Don’t change your strategy. Keep posting as you normally would and track your stats. That way, you’ll know how it’s actually affecting your account.
  • Play: Keep your current strategy but start playing with some new ones. Watch what other creators are doing and keep an open mind.

One of my biz besties asked me two specific questions about the feed change. In case you have the same ones:

If people are just following their favorites and I’m not in it, do they never see my stuff!?

Technically, yes. If they open the app and never scroll their home feed, they won’t see your content. However, I think that’s highly unlikely in practice. Users will get to the end of their Favorite’s posts and move to the Home, Reels tab, or Explore tab for more content.

So now I have to beg people to add me as a favorite!?

Asking your followers to add you to their favorites is one strategy in a whole toolbox of strategies that could be employed. You could add it to your list of CTAs (calls-to-action at the end of a post). I understand her frustration because it’s obvious that she doesn’t prefer this strategy. If it’s not for you, move on to other CTAs that aren’t as cringe-y for you.


Relevancy Rating 

Just because it's new doesn't mean it's worth your time: Is changing your strategy for the new feeds on Instagram worth your time?

Meh: I give it 2 out of 5 thumbs up.

Don’t forget: We first keep calm and post on. See how the change affects our accounts first, then make strategy changes if needed. New feeds on Instagram may have little to no effect at all on your account.

Social media is constantly changing. Sign up for This Week in Social Media Marketing to stay informed of the trends and decide whether it’s worth your time to try them.