What the new Instagram algorithm could mean for brands

According to Instagram, users miss 70% of what is posted on their feed. Thus, according to marketers, it was only natural that Instagram would eventually move to an algorithm for feeds that brings popular items to the top. This is due to the fact that Forrester Research reported that in 2014-2015, engagement on Instagram actually slipped, which is a big problem for brands on the site. In 2013, Instagram opened up to paid advertisers, with each ad being vetted by the CEO. This is because Instagram users expect a certain level of authenticity in their platform and shy away from banner ads and blatant marketing efforts. When the idea of the algorithm was announced, there were many complaints on Twitter, citing that Instagram should be chronological to fit its "spur of the moment" function. On the other hand, if brands are creating content that is truly relevant. That being said, it will be interesting to see if Instagram employs regional algorithms to target certain markets, as well as how it can leverage Facebook data to segment more effectively.