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IG Shadowbanning Is A Myth 👻

By analisia id —

Good morning! 👋 We hope you had a restful weekend. Wishing you a productive and successful Monday ahead.

Let's conquer this week together! 💪

1️⃣ Cara Algoritma Instagram Bekerja

instagram ranking explained

Minggu lalu Uncle Adam Mosseri memberikan updates terkait Algoritma Instagram – bagimana instagram memfilter & memberikan ranking terhadap konten sebelum ditampilkan ke pengguna di aplikasi mereka.

Here's the summary:

  • First, Instagram doesn’t have a singular algorithm that oversees what people do and don’t see on the app. Jadi, setiap menu di Instagram (i.e. Feed, Explore, Story, Search, etc)  memiliki algoritma masing-masing & tidak sama satu sama yang lain.
  • Ranking factors untuk Instagram Feed: (1) your activity (likes, comments, share, saved, etc), (2) information about how popular the post that you interact with, (3) information about the person who posted, (4) your history of interacting with someone.
  • Lima kriteria untuk post yang akan ditampilkan ke users harus memiliki probabilitas yang tinggi untuk (1) dilihat pengguna lebih lama, (2) dikomentari pengguna, (3) diberikan likes, (4) dibagikan ke teman, dan (5) profile dikunjungi oleh pengguna.
  • Ranking factors untuk Instagram Stories: (1) viewing history (seberapa sering stories akun ini kalian lihat), (2) engagement history (seberapa sering kalian berinteraksi dengan akun ini), (3) closeness (seberapa dekat hubungan kalian dengan pemilik akun ini – is it your friend / family?).
  • Ranking factors untuk Instagram Explore: (1) overall popularity, (2) how we’ve interacted with similar posts in the past, (3) whether we’ve engaged with the creator previously.
  • Ranking factors untuk Instagram Reels: (1) your activity (what kind of reels we've liked), (2) your history of interacting with the person who posted, (3) information about the reel (how popular the content), (4) information about the person who posted (how many followers, engagement rate, etc), (5) IG doesn't like content that has watermarked / low resolution / muted / mostly text / contains borders / contains political issues.
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Shadowbanning is not a thing, use Account Status page to check what's going with your Instagram account.

2️⃣ TikTok Menang Telak Atas Instagram Reels & Youtube Shorts

Studi terbaru dari hasil analisis data media sosial (periode February 2021 s/d February 2023) oleh Social Insider (an analytics app for social media) memperlihatkan TikTok menang telak atas Instagram Reels & Youtube Shorts untuk user engagement. Di sisi lain, Instagram Reels menang telak untuk angka Watch Rate (total views : total profile followers). Menariknya, brands melakukan post di TikTok 2x lebih sering dari Instagram Reels & Youtube Shorts.

Baca laporan lengkapnya di sini.

3️⃣ Consumers Love UGC

Baru-baru ini Amplify bersama Harris Interactive melakukan survery ke lebih dari 2,000 U.S. and UK consumers untuk mengetahui lebih dalam pengaruh customer review terhadap purchase decision.

They said:

Over 87% of consumers say that real-life customer reviews (UGC) have a greater impact on their purchase activity than influencer/celebrity endorsements, or direct brand ads.

Key findings:

  • 55% of consumers mengunjungi 3-9 website untuk melakukan product research sebelum melakukan transaksi (price range: $20 - $100),
  • Review dari pelanggan di Internet menjadi faktor terkuat dalam purchase decision dibandingkan faktor lain seperti harga, return policy, & shipping cost – menariknya, 74% dari mereka lebih menyukai review dari non-influencers.
  • 48% of consumers connect with brand "who speak their language".
  • 58% of consumers ingin melihat gambar & video dari produk secara real-life oleh customers sebelum melakukan pembelian.
Baca study lebih lengkap di sini.

Cookie-less? Iya, 1-2 tahun lagi jumlah penggunaan 3rd party cookies akan semakin sedikit sekali, jadi advertising company seperti Facebook, Google, TikTok akan sulit mendapatkan data aktivitas pengguna mereka di Internet. In short, saat ini sekitar 50% dari total transaksi online tidak bisa diketahui sumbernya (apakah dari Facebook, Google, SEO, Social Media, etc) karena cookie-less ini.

Accenture berkolaborasi dengan Pinterest merilis laporan terbaru terkait best practices & alternatif baru untuk data tracking di post-cookie world.

It seems like many companies are not ready for a cookieless world just yet.

“We discovered that 45% of US and UK advertisers have been using the same approach to advertising for the last five years, and 71% of this group don’t plan on changing their strategy in the next year, leaving 32% that will continue to use outdated advertising playbooks.” – Accenture

Key tips to maximize ad targeting in a post-cookie world.

  • Centralize in-house data: maximize first-party insight by merging all of our available data sources will provide more information on customer journeys.
  • Experiment with new audience: try solutions that don’t rely on third-party tracking. For example, Meta’s Advantage+ campaigns.
  • Ensure KPIs are aligned across teams so that all of departments are working towards maximizing sales, as opposed to, say, reach.
  • Invest in marketing mix modeling techniques to better understand consumer pathways.
  • Personalize and customize your outreach via generative AI and creator partnerships.
  • Improve tracking systems with new methods (like data clean rooms) to optimize remaining data trails.
Unduh laporan dari Accenture di sini.

Google baru saja mengumumkan penutupan fitur Firebase Dynamic Links, tools yang berfungsi untuk memperpendek URL (think of bit.ly) dan mengarahkan user ke spesifik page (web) / screen (app). Google memberikan tenggat waktu 12 bulan untuk brands melakukan migrasi ke alternatif lain, misalnya App Links, and Universal Links.