Why Instagram’s Algorithmic Feed Will Suck
Instagram recently announced it would make changes to its algorithm to show users posts they “care about most” first (although have since backtracked until further notice). In this opinion piece, digital content writer for Optus Lucy Soares-Smith tells us how she really feels about the proposal.
In the famous words of Bert Lance, “if it ain’t broke, don’t fix it.” That’s the sentiment echoed by two of Instagram’s darlings, Kendall and Kylie Jenner, after the photo-sharing app announced it was to begin rolling out a new algorithmic feed.
Instead of photos appearing in a chronological order, Instagram would push the posts it thinks you want to see most to the top of your feed, based on what you’ve liked or commented on in the past.
Last week, the social network was forced to backtrack after receiving considerable backlash and published a tweet saying they wouldn’t be rolling out any changes just yet. If you ask me, that’s a smart move because the algorithm would suck and this is why.
My old boss is terrified that robots are going to take over the world and kill us all. Should he be worried? Maybe. Robots and computers have learnt how to walk, talk and even speak like humans but the simple fact remains, they cannot *think* like humans (yet).
With this in mind, how can an app truly tell what I want to see on my Instagram feed based just on past photos I’ve liked or commented on? I follow plenty of people whose photos I enjoy looking at but rarely double tap or leave a comment. Does that mean I don’t want to see them? No.
Likewise, there are the cringe-worthy couply photos my friends put up that I feel I have to like, for fear of looking mean or unsupportive. Do I want to see a post-coital bedroom selfie from my mate? Umm not really. Have I liked this type of photo in the past? Yes.
So riddle me this Instagram, how can you really tell what photos I want to see at the top of my feed? You can’t – because you’re an app.
On the date the algorithm was supposed to drop, my Insta feed was a flurry with anxious pleas from celebs, brands and bloggers begging followers to turn on their notifications in order to continue seeing their content.
People were worried that Instagram would become like Facebook, where organic reach is nil and the only way your content will be seen is if you pay for it to be.
I guess enforcing an algorithm is Instagram’s way of monetising the platform and ensuring big brands now pay for the free marketing they’ve been enjoying up until now. All this does however, is force out mid-level content creators like bloggers, vloggers and photographers who create beautiful content but can’t afford to pay for it to be seen.
Facebook has proved that monetising social media doesn’t make for better content and that algorithms just don’t work.
By enforcing a similar system, Instagram would completely lose its “insta” appeal and go the way of the dinosaur (that’s Facebook FYI); filled with annoying, irrelevant ads and posts from people I was “friends” with in middle school and whose status I maybe liked once (when drunk) but now they keep appearing in my feed.
Finally, there’s simply no need for an algorithm on Instagram because the follow button already allows me to choose what I want to see. If I like an account, I follow it. If I decide later on that I’m not that interested in their content any more, I unfollow.
I don’t need to turn on a hundred push notifications because I’ve already chosen what content I want to see by following that person’s account. And while we’re on the subject of push notifications – I don’t even have them on for my own photos, let alone turning them on for every Tom, Dick and Harry Styles I follow.
For now it seems Instagram is listening to the masses so we’re not going to see that algorithmic feed just yet. I’m hopeful they understand that chronology is the last cornerstone of the little guy but I won’t hold my breath and believe things will stay that way forever.
Lucy Soares-Smith (@lucy_vss) is a self-confessed Instagram addict and digital content writer at @Optus.
Please login with linkedin to comment
algorithm einsights Gameshow media agency Online ads prince charles SensoryLab The Smith FamilyLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.