Shedding More Light on How Instagram Works: Creativity is dead, long live curation

Shedding More Light on How Instagram Works: Creativity is dead, long live curation

In the age of social media, understanding how platforms like Instagram work is crucial for both individuals and brands. Instagram's algorithm has evolved over the years to ensure that users see the content that matters most to them. But how exactly does Instagram determine what content to show users? And how does this relate to the concept of curation?

Instagram doesn't rely on one algorithm to oversee what people see on the app. Instead, it uses a variety of algorithms, classifiers, and processes, each with its own purpose. For example, the Feed algorithm ranks posts based on what users care about the most. This algorithm takes into account various signals, such as information about the post, the person who posted it, and the user's activity and history of interacting with someone. The more likely a user is to take an action on a post, such as spend time on it, comment, like, save, or tap on the profile photo, the higher up they will see the post in their Feed.

The Explore feature on Instagram is designed to help users discover something entirely new. The algorithm for Explore also considers signals such as information about the post, the user's history of interacting with the person who posted, their activity, and information about the person who posted. The most important actions predicted in Explore include likes, saves, and shares.

Another feature on Instagram, Reels, is all about entertainment. Similar to Explore, Reels predominantly shows content from accounts that users don't follow. The algorithm for Reels looks at signals such as the user's activity, their history of interacting with the person who posted, information about the reel, and information about the person who posted. The algorithm predicts how likely a user is to watch a reel all the way through, like it, find it entertaining or funny, and go to the audio page.

Understanding how Instagram's algorithms work is important for both users and brands. For users, it helps them make sense of why they see certain content in their feeds and discover new and engaging content. For brands, it provides insights into how they can optimize their content to reach their target audience effectively.

But how does this relate to the concept of curation? Curation has always played a crucial role in the art world, where curators carefully select and present artworks to create a narrative and evoke emotions. However, curation has expanded beyond the art world and has become a strategy adopted by modern brands to differentiate themselves and build relevance and equity.

Curating content allows brands to create a distinct aesthetic and narrative that is difficult to replicate. It goes beyond a brand's visual identity and tone of voice, diving into taste, aesthetics, identity, and social status. By curating content, brands can give new meaning and purpose to existing products, connecting them with new ideas and creating a curated experience for consumers.

Curation also contextualizes products within a specific time and point of view. It turns items into collectibles and adds value by showing the importance of brands becoming curators of their own. Curators bridge the gap between different taste communities, introducing them to one another and creating something that is simultaneously new and familiar.

In the age of Instagram and social media, the role of a curator is more important than ever. Curators curate not just images but also research, write, and edit to provide a unique perspective on content. They connect old and new things, finding new angles and creating meaningful connections. Brands can learn from curators by curating their own content, giving it renewed relevance and purpose.

So, how can individuals and brands make the most of Instagram's algorithms and the power of curation?

1. Understand the signals: Take the time to understand the signals that Instagram's algorithms consider, such as user activity, history of interaction, and information about the post and the person who posted it. This knowledge can help you create content that is more likely to be seen and engaged with.

2. Curate your own content: Don't be afraid to curate your own content to create a distinct aesthetic and narrative. Look for new angles on old things and connect them with new ideas. This can help your content stand out and resonate with your audience.

3. Bridge different taste communities: Use the power of curation to bridge different taste communities and introduce them to one another. By curating content that appeals to a wide range of interests, you can expand your reach and create something that is both new and familiar.

In conclusion, understanding how Instagram's algorithms work and embracing the power of curation can help both individuals and brands make the most of the platform. By optimizing content to align with the signals that Instagram considers and curating content to create a unique narrative and aesthetic, users and brands can enhance their experience on Instagram and build stronger connections with their audience. So, shed more light on how Instagram works and embrace the art of curation.