If you have difficulty getting noticed by more people over time on Instagram, you have probably been advised to get together a marketing strategy that includes content planning, ads, and a growing engagement rate, including a steady increase in likes count, among others. Likes are, after all, a direct engagement metric. But likes are not the only thing you need to work on improving. You aim to get the app algorithms to work in your favor over a sustainable period. Have you been trying to understand why Instagram algorithms give certain users a more extensive reach and exposure than others? You are on the right page. This article will try to break down how IG algorithms work and then look at what you can do to get yourself a bigger audience on the platform.
IG Algorithm – the ABCs of Instagram Backend
The first thing you need to know is that Instagram is powered by not one but several different algorithms working in sync with one another. Each user gets a personalized social platform experience based on who they frequently interact with, what searches they run, what videos they view, and what posts they save. The feed is also tailored to suit staying online and the usual time of logging in. All of these are what we call “parameters.” The algorithms make complex calculations based on these parameters to give each account holder a unique experience each time they use the app.
So, what you see is based on calculations different algorithms do for:
What do these calculations do? They take into account:
If you notice carefully, this means that IG collects your online information in the following broad categories to determine your reach and visibility:
1. Don’t Try to Beat It, Work with It:
Since the algorithms are designed to give you exposure, trying to beat it using short-term procedures should not be your go-to solution. Think instead of a marketing plan that will build brand credibility and make you more popular over the long term. For instance, creating a routine and predictable posting schedule will bring in more audience than an erratic posting routine. Aim to attract more organic and active real followers. Think of ways to increase direct conversions to bring more audience traffic to your account. In other words, look at ways to improve your engagement rate and not just your direct engagement signals.
2. Use a Marketer’s Approach in Planning Your IG Activities:
While planning your platform actions, you must think like a seller without forgetting what Instagram works best with. As a marketing expert, keep in mind that this social media platform runs on human interactions. So, you need your group to be mobile and communicative. It would help if you also remembered that soft-selling your brand rather than hard-selling works better on such a site. You can advertise and try to get conversions, but communication will always get you more traction than direct selling tactics on Instagram.
3. Work with the Latest Trends and Features:
Instagram is constantly reinventing itself as a social media platform. Although it is primarily visual and user-centric, it has come a long way from a simple photo-sharing app. A lot of the recent changes are oriented towards favoring different forms of long and short videos, going live, and allowing for direct client interactions like selling, booking, making inquiries, etc. Besides, to work for the psychological welfare of its users, Instagram has incorporated certain display autonomy in terms of parameters like the number of likes received. It is a good idea to keep yourself abreast of all these changes. Keep yourself informed about what these changes mean and how they affect the app algorithms. It can help a long way in getting your IG activity finalized.
4. Create Posts in All Available Formats:
Experiment and experience. Do not be afraid to explore new ways of getting your brand out there and connecting with your niche audience. If you have been only publishing photos with captions until now, try creating a short video. Consider using inbuilt graphics, music, or gifs. Some things you should consider exploring include:
5. Optimize Your Posting Schedule:
The best time to catch your audience’s attention is when they are online on IG. Posting or scheduling your posts to get published when most of your target audience is active gives your publication a tremendous potential for attracting quality engagement. The more real-time attention you get within minutes of posting, the higher up on feeds your post will feature. It means better visibility and reaches for the posts. Make a consistent and regular posting schedule so your audience builds curiosity and expectations. The app algorithms tend to push up posts that do well in their first few moments of going live. It is especially beneficial when your post appears higher up on searches. For instance, on the explore page, new users who have never connected with your account get to see your content. When such users visit you out of curiosity, your posts begin showing on their feeds (if your posts are public) even if they do not turn into your followers immediately.
6. Stay on Top of Your Hashtag Usage:
One can never stress enough the importance of using hashtags on Instagram. Hashtags are your means of giving your post SEO benefits. Use the right ones, and in the right combination, you will soon see your post topping search charts and gaining more engagement. Use too many of them, and you might cause your viewers to be confused about your content’s true nature. It can backfire on your concentration as well as visibility. As long as you remember that not every hashtag enhanced post finds visibility based on the tag alone, you will be able to optimize your publication properly. When using tags:
7. Perfect the SEO Game:
Whether you post a still visual or a long IGTV video, it is essential to get your SEO right. For this, pay attention to:
It is the description that accompanies your post. Whether it is a regular post, reel, or IGTV video, always use your primary keywords in the first sentence if possible. Use as many secondary keywords as necessary to place your content in the correct categories for search optimization. At the same time, ensure that your caption is easy to read by a scrolling IG user.
Like the keywords, hashtags help place your content in front of the right audiences. Use as many hashtags as necessary but keep in mind to not go overboard. Avoid generic hashtags, and create a few unique ones that can be explicitly identified with your brand.
Whenever applicable, use geotags, which help widen your impression and reach localized demographics. It is specifically recommended if your business benefits by targeting local audience groups.
It includes tags of other IG users, influencers, companies, or anyone else your post is made in collaboration with. You may be making a post of gratitude or recollection. Mentions widen your post’s target audience to include those tagged, which automatically helps you get seen by a bigger audience.
8. Be Authentic, Stand Apart:
It does not require you to work hard at all, and all you need to do is refuse the tendency to do what others are doing. While following the trend is essential to stay on top of IG algorithms, adding your authenticity to it is the trick. You don’t need to create original content for this, and you can use UGC or repost old material. You can put up reminders, teasers, and cliffhangers but ensure that what you post speaks for your brand.
9. Use Ad Features to Your Benefit:
Many business users are in two minds about using IG Ad features. One of the most budget-friendly means of self-promotion on the platform can help you climb the feeds and gain visibility. When you choose to promote a post or create a new ad for yourself using inbuilt Instagram tools, the platform uses its algorithms to give you a better impression and reach for the duration of the ad period at least. You will find yourself higher up in the search and explore page and on individual feeds. Use the ad feature to your advantage by:
In addition, use CTA on your posts as frequently as you can to invite engagement and new audience traffic to your account.
10. Research, Revise, Reinvent:
While you must stick to your target goals, it is also essential to adapt to changes as and when needed spontaneously. Instagram as a platform is constantly evolving, and so is user behavior. Hence:
Extra suggestion – Avoid Getting Shadow-Banned:
It can happen if your posts are not in keeping with IG terms and conditions or there is a sudden stagnancy in your engagement rates. Shadow-banning is a tricky and significant term whose rubric isn’t clear yet. In gist, the algorithms ignore your posts and do not give you visibility favoring other accounts because of some flaggable or suspicious activity (or non-activity) on your account. IG hasn’t yet revealed what makes its algorithms IGNORE certain pages more than sure others, and the platform is working towards making its workings more transparent by the day. Until more is known about shadow-banning, the best you can do is keep all activities legitimate and keep your actions consistent on the platform as you work towards finding a bigger audience for yourself on the network.
Being continually updated about everything related to Instagram is the key to understanding how best to work the algorithms in your favor. It may be challenging, but it is not impossible to build yourself a trending account and a strong brand image on the platform. Stay focused on your micro-goals and be adaptable to changing your marketing strategy when need be. If your budget permits, it’s never a bad idea to stow some finances away for a legit marketing investment now and then. If you stick to these basic ideas, you are sure to find the desired increase in your audience reach within the time limit you have set for yourself.
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Global businesses have been impacted by digital disruption especially over the past few years with the digital adoption rate expedited due to the COVID-19 pandemic. Understanding of digital implementation perspectives and trends is important for companies in Thailand to gain insights on company positioning in comparison to the market.
Deloitte Thailand has been conducted a Digital Transformation survey during the past 3 years (2020-2022) with the objective to examine the attitudes towards digital transformation among companies. In 2020 and 2021, quantitative methodology was adopted with the survey questionnaires while we perceived 2022 as a critical stage of the digital transformation hence additional in-depth interviews with c-suite level respondents were applied on top of a questionnaire. The surveys emphasize on the following topics in order to draw developments of digital transformation implementation before and during the COVID-19 pandemic:
1. Exploring digital transformation implementations
2. Unlocking success in digital transformations
3. Understanding industry snapshots
After the analysis for 2022, we found that 41% of the companies perceived that digital transformation has a moderate impact for businesses. The digital transformation adopted during the COVID-19 pandemic was rather a survival mechanic in response to the situation and as a tool for future differentiation.
The rapid adoption during the early COVID-19 period with 20% companies entering ‘Becoming Digital’ phase was a reactive adoption while in 2022, 43% of companies shifted back to the ‘Doing Digital’ phase as they realized that not all technologies are applicable to the situation and are more selective in the implementation process across digital for customers, internal assets, and backend processes.
Cyber security and customer centricity are the two aspects most companies found important and prioritized as 30% of the companies have a mature digital plan, investments and innovation in place and integrate customer centricity in company DNA while 43% of the companies have a mature digital plan, investments and innovation in place and intergrade cyber security in company DNA.
In terms of technology, basic technology which are Cloud, traditional web technology and mobile application are the most popular across all sizes of companies since before the COVID-19 while data analytics, categorized as advanced technology, has gained popularity of late. The correlation between the bigger companies and the wider range of technologies invested can be found.
“Digital transformation is the key to protect your enterprise and there is no such thing as a one-size-fits-all journey to future readiness. Executives should carefully choose the one that fits their company best” , said Mr. Viney Hora, Executive Director of Deloitte Consulting
Moreover, since 2020 human resource and digital mindset have faced challenges as in lack of internal and external expertise, immature digital culture and organization silo found in 41%, 31% and 29% of the companies respectively. It is further found that most people still perceive that digital disruption concerns the IT improvements and IT personnel only more than the overall corporate responsibility.
Dr. Narain Chutijirawong, Executive Director, Clients & Industries, Deloitte Thailand, added “Many organisations mistook digital transformation by simply doing digital things and launching new digital projects. But the pandemic shows that this is only an illusion of being digital. Critical changes are needed to the digital mindset.”
The higher digital transformation rate coupled with an immense and unforeseeable impact from the COVID-19 pandemic across all business are evident. Businesses should therefore be more vigilant about the digital transformation movement and the digital environment in the market especially during this unprecedented global event and transitional period.
The World Economic Forum today welcomes 100 innovative tech firms to its Technology Pioneers community. Full of young and growing tech companies, the 2022 cohort is forging new paths in healthcare, food production and more with cutting-edge technologies.
This year’s intake includes Emerge, which is improving virtual interactions through the development of a device with tactile effects for users at virtual gatherings. Ampd Energy is reshaping the construction industry by pioneering battery energy storage systems, and Alife is supporting healthcare advances by using artificial intelligence to improve the success rate of IVF.
“The 2022 cohort of Technology Pioneers is already bringing great changes to industries around the world,” said Saemoon Yoon, Technology Pioneers Community Lead, World Economic Forum. “By joining this community these emerging tech leaders can continue to show not only the impressive tech advancements within their firms but also how their companies are helping to build a better future for us all.”
For the first time, over one-third of the selected firms are led by women, well above the industry average. With 2022 Tech Pioneers based in 30 countries – with Viet Nam, Rwanda and the Czech Republic represented for the first time – this year’s cohort is shaping industries around the world.
In Mexico, for example, microTERRA builds on-site water treatment systems with microalgae that transforms wastewater into a sustainable protein source and clean water. Luxembourg’s Mission Space develops a satellite-based space weather intelligence system. In the United States, Bonumose is transforming global food systems with its technology to support the affordable production of healthy alternative sugars such as tagatose and allulose.
Following their selection as Technology Pioneers, this year’s companies will join an impressive group of alumni that include many household names, such as Airbnb, Google, Kickstarter, Mozilla, Spotify, TransferWise, Twitter and Wikimedia.
The 2022 cohort will also be invited to participate in World Economic Forum workshops and events and high-level discussions during their two years in the community.
The 2022 Technology Pioneers include:
Middle East and North Africa
About the Technology Pioneers
The World Economic Forum believes innovation is critical to the future well-being of society and driving economic growth. Launched in 2000, the Technology Pioneer community comprises early- to growth-stage companies from around the world that are involved in the design, development and deployment of new technologies and innovations and are poised to make a significant impact on business and society.
The community is part of the Global Innovators Community, an invitation-only group of game-changing start-up companies. In addition, the community is also part of the Centres for the Fourth Industrial Revolution Network, where members contribute to shaping new policies and strategies in areas such as artificial intelligence, blockchain and digital assets, the internet of things and autonomous vehicles.
The government of the Central African Republic has made significant efforts in recent years to improve public financial management, including through digitalization of services. Reforms aimed at digitalizing the tax administration have also been introduced.
To support the additional work needed to scale up these reforms, the World Bank approved a $35 million grant for the Public Sector Digital Governance Project and $30 million for the Investment and Business Competitiveness for Employment Project.
“Improving public financial management, transparency, and efficiency is central to the World Bank’s partnership with the Central African government, as is creating job opportunities for youth through a better private sector development,” said Han Fraeters,World Bank Country Manager for the Central African Republic. “Despite the difficult circumstances facing the country, it is important to remain engaged on an agenda that brings sustainable development impact to the people of the Central African Republic.”
Weak governance poses a challenge to sustainable economic growth and shared prosperity in the Central African Republic, which ranks 154th out of 180 countries in the 2021 Transparency International Corruption Index. The formal private sector remains small and is constrained by structural challenges, including limited access to finance, inadequate infrastructure, lack of skilled workers, deficiencies in the legal and regulatory frameworks, and a fragile security environment.
Financed by an International Development Association (IDA)* grant:
The Public Sector Digital Governance Project seeks to (i) improve efficiency and transparency of public financial management and (ii) lay the foundation for digital governance in order to provide public services that foster confidence and inclusion. For example, the project will facilitate the payment of salaries to employees working remotely from their duty stations.
The Investment and Business Competitiveness for Employment Project is supporting climate investment reforms, improving access to credit, and supporting SMEs and young workers. The beneficiaries will include young people seeking to strengthen their skills for employment, SMEs, and large enterprises. The project will strengthen the capacity of businesses in the areas of management, marketing, finance, business planning, and digital skills. Roughly 1,900 graduates/interns will benefit from economic inclusion programs in at least 514 local enterprises that will provide training or employment in selected trades.
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