Study: Instagram’s “New Posts” Affecting Creators?
On March 22, 2018, Instagram announced that they were introducing a New Posts button to make posts in the timeline more likely to appear chronologically – see the full details in Instagram’s announcement here: https://instagram-press.com/blog/2018/03/22/changes-to-improve-your-instagram-feed/
Following the announcement, SYLO immediately launched a research study to see how (if at all) this change would affect creators (i.e. influencers) on Instagram. As part of this study, SYLO analyzed 61 Instagram creator accounts (which were authenticated in the SYLO platform) and these accounts 6,068 Instagram posts that were posted between January 1, 2018 and April 22, 2018, to see if their engagement and reach metrics could have been affected by the change.
As part of the research, SYLO analyzed the likes and comments that the creators received on each post within each of the first few hours after publishing the post to see if their engagement traction could have been affected by the change, since the change was meant to increase the number of posts that would appear chronologically.
SYLO analyzed the creators’ post metrics for 2018 leading up to the change (January 1, 2018 – March 21, 2018) and compared that to these same creators’ post metrics for the month following the change (March 22, 2018 – April 22, 2018).
Here are the three key findings from this research:
1. Creators received post engagements much more quickly
After the Instagram algorithm change, the average creator received a much larger percentage of their total engagements in the first hour after their posts were published than they had received before the algorithm change, with an increase of 19% for likes and 18% for comments. (Total engagements are the combined likes and comments collected for seven days after the post is published.)
2. Follower growth per day increased exponentially
From March 22, 2018 – April 22, 2018, the creators analyzed saw an average 520% increase in follower growth per day compared to January 1, 2018 – March 21, 2018. This average accounted for extreme outliers, so SYLO also calculated a trimmed average of 64% increase in follower growth per day, which accounts for the removal of these extreme outliers on both ends of the spectrum.
3. Posting increased by 23% month-over-month
Comparing the creators month-over-month, in the month after the change (March 22, 2018 – April 22, 2018), creators posted 23% more than they did in the month prior to the change (February 21, 2018 – March 21, 2018). SYLO analyzed the month prior to that (January 20, 2018 – February 20, 2018) to see if this was a trend, and found that during that time period, on average, creators posted 11% more than they did from February 21, 2018 – March 21, 2018. In other words, the creators analyzed were posting less in the month before the change than they were two months before the Instagram algorithm change, and that trend reversed in the month after the Instagram algorithm change.
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