Let's Talk about: The Instagram Algorithm

A few things to note about the changes in how Instagram works and what it’s for:

Everyone is in the same boat of the “Algorithm” making it harder to get your content seen. The important question is “why" not "why me".

Instagram cost millions of dollars to create and maintain.

We all use it for free. All Instagram wants in return is your attention. The algorithm is Instagram’s attempt at keeping your attention. It’s not an evil plan to keep your art from the world. Again, we use the app for free and we are irritated when it changes in a way we don't like. No control over the platform has always been part of the deal.

Gratitude is the missing ingredient here.

If you have one million, one hundred thousand or one hundred followers you have a voice. That is insane compared with all of human history. You had to be a chief, king or newspaper baron to get that kind of audience in the past. Now anyone that entertains has permission to speak to their fellow humans. Even if only 1% of your audience sees your work, that is more people than would have seen and cared about your work if you owned a small town newspaper 30 years ago. This is valuable and you are whining about how it was better. It’s still amazing.

If only 100 people see your art

but it makes there lives better and impacts them in a meaningful way, is it invalid? Are you only sharing your work to get a high follower number and get paid when that number gets high enough? If you answered yes, you have already lost. Real people don't follow you because you have a high follower count. Sure, it might get you paid to promote some product, but promoting products is just a job so why not quit and get something more stable. This career won’t last for you anyway.

Finally, the algorithm is flawed.

We know this. It is designed to show content to people who engage with it (content) so that they spend more time on the app. Often it can censor good art from people who want it.

If your banger photo of an A-frame cabin isn’t getting the same likes as it used to, it’s probably because people are bored of A-frame cabins. Maybe its that there are 4,000 other photographers taking a similar photo. Without the pop your photos had last year, Instagram won’t share it with the rest of your followers like it used to. If your biggest fans didn't like it, then it’s reasonable to think your casual follower won’t either. This is how the new algorithm should work in a “best case scenario”. “Worst Case Scenario” is worse but it will change when algorithm gets better.

The Cure

I believe the cure is better, more interesting content. What the H#$% does that mean? Hard to know, but here are some questions I ask myself:

1. Will my followers be curious about it? Creating curiosity is valuable. How fun is it to see something that makes you wonder. Obsess about how to create curiousity better.

2. Do I love what I just posted? If the answer is “no” then why are you sharing it? It sure as heck won't make an impact in the world.

3. Will I look back in 5 years and a want to see this? The best content is good now and years down the road.

Alright, so you think I'm full of s*#t. For you it is all about posting every day at 6 pm, using 30 hashtags, and joining a comment pod to keep your fake engagement high. Then you can get asked on influencer trips to Bali and make all your other “influencer” friends jealous. The algorithm is ruining your good thing and now you will never get asked to promote that smart suitcase.

All true, but what value to humanity are you creating. Will your art be remembered? Will people miss your art if you stop making it?

If the answer is "Yes" then no Algorithm will stop you from reaching your audience. I promise.

-Isaac

Let's Talk about the Instagram Algorithm