Instagram is upping its audience engagement strategy and will now embed recommended posts as part of its feed. The suggested videos and photos are based on the likes of one’s followers. It’s based on the idea that connected accounts share common interests.
Whilst the Facebook subsidiary has previously featured recommended posts, they were exclusive to the Explore section of the app.
“Recommended for You” is now clearly marked as an integral part of the home feed in the app.
If this sounds a little familiar that is because parent Facebook offers similar recommendations across the news feed.
In an effort to boost content discovery, Instagram just recently enabled users to follow hashtags.
The addition of recommendations broadens the social network’s content discovery efforts even further to include interests of other users.
One of the main drawbacks of the new function is that it cannot be disabled. Instead users can only briefly hide it.
However, the potential for brands to be seen across audience feeds is huge. If a connected account of an Instagram user likes a branded video, that video could be featured as a “Recommended for You” post. It’s a semi-organic way of sharing branded photos and videos on the social media app.
Whether or not Instagram plans to add an advertising hook to the function remains to be seen.