Original Content > Re-posted Content
Instagram CEO Adam Mosseri announced that the app will now start prioritizing original content from creators rather than re-posted, previously published content. While the details of how Instagram will delineate original content from re-posted remain in flux, we know a few things for certain.
Edit content in an outside app
It’s an excellent idea for creators to publish the content they create for your brand via multiple channels, however, in order to avoid being penalized by this algorithm update, you have to be sure the piece of content is created and edited in an outside app, then posted to social via the creator's phone gallery.
Content that has a watermark from an app other than Instagram- like TikTok, for example- will definitely be de-prioritized by the algorithm. Keep this in mind when you hire creators to post on multiple platforms!
Hire influencers to create original content for you
Even before this algorithm update, the data has shown the benefits for brands publishing original content created by influencers. In studying average engagement rates for our series of vertical-specific social media reports, we found it to be true across the board that branded content created by influencers outperformed content produced by the brand itself by an average of almost %1000+. This means that brands should absolutely be focused on sharing and promoting original content created by influencers.
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