Shedding More Light on How Instagram Works: Is "Creator Washing" the New Greenwashing?

Shedding More Light on How Instagram Works: Is "Creator Washing" the New Greenwashing?

In the age of social media, understanding how platforms like Instagram and TikTok work is crucial for creators looking to maximize their reach and impact. Both Instagram and TikTok have complex algorithms that determine what content users see on their feeds, but the way they prioritize and rank content differs.

Let's start with Instagram. Back in 2016, people were missing out on 70% of their posts in their feeds, including almost half of posts from their close connections. To address this issue, Instagram introduced a feed that ranks posts based on what users care about the most. However, it's important to note that Instagram doesn't rely on a single algorithm to determine what users see. Instead, they use a variety of algorithms, classifiers, and processes, each serving a specific purpose.

Different parts of the app are ranked differently based on how people use them. For example, in Stories, people tend to look for their closest friends, while in Explore, they want to discover something entirely new. Instagram takes into account all the information they have about the posted content, the people who made the posts, and users' preferences. They refer to this information as "signals", and there are thousands of them.

In the feed, Instagram looks closely at five interactions to determine the relevance of a post: how likely users are to spend a few seconds on a post, comment on it, like it, save it, and tap on the profile photo. The more likely users are to take these actions, the higher up they'll see the post. Essentially, Instagram predicts users' interest in a post based on their likelihood of engaging with it.

Explore, on the other hand, relies on signals such as likes, saves, and shares, as well as users' history of interacting with the person who posted the content. Reels, a feature similar to TikTok, focuses on predictions related to users' activity, their history of interacting with the person who posted, and information about the reel itself. Reels are designed to entertain users, and the algorithm prioritizes factors like watching a reel all the way through, liking it, finding it entertaining or funny, and going to the audio page.

While understanding how Instagram's algorithm works is essential for creators, it's also vital to be aware of certain practices that can harm creators. One such practice is "creator washing" – the act of misleading creators into believing that a product or service prioritizes creators more than it actually does. This phenomenon is similar to "greenwashing", where companies falsely claim to be environmentally friendly.

Truly ethical creator platforms prioritize creator equity, diversity, mental health, and economic sustainability. They focus on the long-term success of creators rather than just short-term profits. TikTok, for example, has been praised for its suggestion algorithm, which gives every creator an equal opportunity to find new fans, regardless of their previous popularity. This approach promotes fairness and inclusivity within the creator community.

In conclusion, understanding how Instagram works and how to navigate its algorithm is crucial for creators looking to maximize their impact. By being aware of the various signals and factors that influence content ranking, creators can tailor their strategies to increase visibility and engagement. Additionally, it is important for creators to be cautious of "creator washing" practices, and to seek out platforms that genuinely prioritize their success and well-being.

Actionable Advice:

1. Engage with your audience: Encourage your followers to spend more time on your posts by creating captivating content that sparks conversation and invites comments. Engaging with your audience will help increase the likelihood of your posts appearing higher in their feeds.
2. Diversify your content: Experiment with different formats and types of posts to cater to the preferences of your audience. By providing a variety of content, you can increase the chances of appealing to a wider range of users and gaining more visibility.
3. Collaborate with other creators: Building relationships and collaborating with other creators can help boost your visibility and reach. When you interact with other creators, you increase the likelihood of your content being shown to their followers, thereby expanding your audience.

By understanding the inner workings of Instagram and being aware of potential pitfalls like "creator washing," creators can navigate these platforms more effectively and build a sustainable and successful presence.