![]() In the soccer world, Los Angeles-based women’s soccer team Angel City FC has put in the work to become a household name, not just in LA County but across the nation. ![]() ![]() And when she doesn’t post for a few days, her next Reel often gets less engagement. Reels take longer to create than photos, so Wagner is posting less content. Her explanation? Photos have no algorithmic benefit anymore.Įven then, the shift has come at a cost to her business. For example, in the past three months, lifestyle influencer Bethann Wagner only posted one photo. In the meantime, other creators are fully embracing Instagram’s push to video. In other words, despite the fact that Reels saw a 50% increase in views across Instagram and Facebook over the last six months, the focus on Reels may be firmly pushing the app into its “ flop era.” Other users, even prior its pivot to video, have simply left the platform after failing to gain traction within the ever-shifting algorithm. Despite Instagram gaining users, an internal survey found that teenagers were leaving to use competing platforms. More to Kramer’s point, Instagram has also struggled to attract young users who prefer TikTok and Snapchat. In fact, Instagram was already the second most downloaded app last year-right behind TikTok. “I actually do think that will be one of the reasons why, in the next five years, I don’t think Instagram will be the number one app,” Kramer says. A reality Kramer believes will lead the platform to lose much of its relevance in the coming years. Kramer says she spends more time scrolling through the regular feed instead of the Reels feed. Still, even Kramer says the pivot away from photos hasn’t caught on with a significant portion of Instagram’s user base. The Reels format also allows her to distribute content across other social media sites, like TikTok and YouTube shorts, and expand her cross-platform reach. Nicole Kramer, whose lifestyle content brought in 30,000 followers, still posts both photos and videos. Content creators across the platform are having to contend with Instagam’s quest to replicate TikTok’s success with short-form videos. ![]() Of course, Wang isn’t alone in having to re-prioritize her content creation to include Reels. Wang says she’s able to charge more for sponsored videos due to the increased amount of effort they require. Wang points to a recent video she made for the pet food company Chewy as just one example. She says if brands ask for photos, it’s always in addition to Reels. Instagram’s landscape has changed so much in the last year that even if Wang wanted to focus solely on photography, the requirements for sponsored posts make that impossible. ![]()
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