Schlagwort-Archive: instagram

New Report Highlights the Decline of Facebook and IG, as TikTok Becomes the New Home of Entertainment

By Andrew Hutchinson Content and Social Media Manager

Have you found yourself using Instagram way less of late? The once trendsetting social platform seems to have lost its luster, in large part due to Instagram’s insistence on pumping more content from accounts that you don’t follow into your main IG feed. The ‘inspiration’ for that approach is TikTok, which has seen great success by focusing on content, as opposed to creators, with the app opening to a ‘For You’ feed of algorithmically-selected clips, based on your viewing habits. Instagram, as usual, saw that as an opportunity, and it’s since been working to negate your direct input – i.e. the accounts that you’ve chosen to follow – by showing you more and more stuff that it thinks you’ll like. Which is annoying, and personally, I don’t find Instagram anywhere near as engaging as it once was.

And it seems many other users agree – according to a new report from The Wall Street Journal, Instagram engagement is declining, with Reels, in particular, seeing a significant drop-off in user engagement of late. As reported by WSJ, TikTok users are spending over 10x as many hours consuming content in that app as Instagram users currently spend viewing Reels. According to a leaked internal report, Reels engagement is also in decline, dropping 13.6% in recent months – while ‘most Reels users have no engagement whatsoever.’  Meta has lightly refuted the claims, by stating that the usage data doesn’t provide the full picture. Though it declined to add any more context – which is Meta’s usual process when it can’t dispel such with its own insight. Take, for example, total time spent in its apps. Back in 2016, as part of its regular performance reporting, Meta noted that people were spending more than 50 minutes per day, on average, using Facebook, Instagram and Messenger.

It hasn’t reported any official stats on this ever since, which many believe is because that number has been in steady decline, and Meta sees no value in reporting that it’s losing ground, and has been for years now. Meta, instead, is keen to talk about daily and monthly active users, where its figures are solid. But this almost feels like misdirection – Facebook and Instagram, in particular, have traditionally been based on building your social graph, and establishing a digital connection with the people that you know and want to stay connected with, and informed about.

As such, it makes sense that a lot of people log onto these apps each day just to see if their friends and family have shared anything new. That doesn’t, however, mean that they’re spending a lot of time in these apps. Which is another reason why Meta’s trying to push more interesting content into your main feed, and in between updates from your connections – because if it can hook those people that are just checking in, then logging straight back out, that could be a key way to get its engagement stats back on track. But it’s not working.

Again, Facebook and Instagram have spent years pushing you to establish connections with the people that you care about, even introducing an algorithm to ensure that you see the most important updates from these users and Pages every day. At one point, Facebook noted that an average user was eligible to see over 1,500 posts every day, based on the people and Pages they were connected to – which is way more than they could ever view in a single day. So it brought in the algorithm to help maximize engagement – which also had the added benefit of squeezing Page reach, and forcing more brands to pay up. But now, Facebook is actively working to add in even more content, cluttering your feed beyond the posts that you could already be shown, and making it harder than ever to see posts from the people you actually want to stay updated on. Hard to see how that serves the user interests.

And again, it seems that users are understandably frustrated by this, based on these latest engagement stats, and previously reported info from Facebook which showed that young users are spending less and less time in the app. Facebook usage by age bracket Because it’s fundamentally going against its own ethos, purely for its own gain. Accept it or not, people go to different apps for different purpose, which is the whole point of differentiation and finding a niche in the industry. People go to TikTok for entertainment, not for connecting with friends (worth noting that TikTok has actually labeled itself an ‘entertainment app’, as opposed to a social network), while users go to Facebook and IG to see the latest updates from people they care about.

The focus is not the same, and in this new, more entertainment-aligned paradigm, Meta’s once all-powerful, unmatched social graph is no longer the market advantage that it once was. But Meta, desperately seeking to counter its engagement declines, keeps trying to get people to stick around, which is seemingly having the opposite effect. Of course, Meta needs to try, it needs to seek ways to negate user losses as best it can – it makes sense that it’s testing out these new approaches. But they’re not the solution. How, then, can Instagram and Facebook actually re-engage users and stem the tide of people drifting across to TikTok? There are no easy answers, but I’m tipping the next phase will involve exclusive contracts with popular creators, as they become the key pawns in the new platform wars. TikTok’s monetization systems are not as evolved, and YouTube and Meta could theoretically blow it out of the water if they could rope in the top stars from across the digital ecosphere. That could keep people coming to their apps instead, which could see TikTok engagement wither, like Vine before it.
But other than forcing people to spend more time on Facebook, by hijacking their favorite stars, there’s not a lot of compelling reasons for people to spend more time in Meta’s apps. At least, not right now, as they increasingly dilute any form of differentiation.

  But essentially, it comes down to a major shift in user behaviors, away from following your friends, and seeing all the random stuff that they post, to following trends, and engaging with the most popular, most engaging content from across the platform, as opposed to walling off your own little space.

At one stage, the allure of social media was that it gave everyone their own soapbox, a means to share their voice, their opinion, to be their own celebrity in their own right, at least among their own networks. But over time, we’ve seen the negatives of that too. Over-sharing can lead to problems when it’s saved in the internet’s perfect memory for all time, while increasing division around political movements has also made people less inclined to share their own thoughts, for fear of unwanted criticism or misunderstanding. Which is why entertainment has now become the focus of the next generation – it’s less about personal insights and more about engaging in cultural trends. That’s why TikTok is winning, and why Facebook and Instagram are losing out, despite their frantic efforts.


How to 10x Your Instagram Marketing

There is a question I am asked often.

What social media network should I be using? And guess what? Everyone wants a black and white answer.

The reality?

It is shades of grey. But there is another thing. The goal posts keep moving as the social networks change the rules, the media they offer and their secret algorithms.

It is often confusing and overwhelming.

What all digital marketers need to do

But there is something that is an absolute core tactic for all marketers and entrepreneurs in a digital world.

And many don’t focus on this.

“Growing digital media distribution networks“.

This is one of the 10 commandments of any successful media company. It is also what all brands and digital entrepreneurs should be doing. Because all need to think like publishers.

Without this the content will not get the attention and engagement that it deserves. Without distribution, content is often hidden in the nooks and crannies of the web and is never seen, heard or viewed.

My initial tactic to reach the world with my content and get noticed was to use Twitter.

In the last 7 years I have focused on building a large following and tribe on Twitter and now we are approaching half a million followers.

How important has this been?

It has been the difference between anonymity and high global visibility.

The power of having hundreds of thousands of people being able to share your content for free is what made social media so exciting. It was the key to my success.

Crowd sourced marketing!

This was not available before the rise of the social web. It has been my secret sauce.

New kids on the block

But that was then and there has been a fast evolution of choices. More revolution than evolution. Shiny new social networks. And they are often visual and mobile.

We all know how overwhelming it can be to jump into a new social media platform, considering how rapidly new ones appear, and how competitive they can be. On top of that, to master your new channel – as you’ve probably learned, can be really frustrating if you don’t have a clear guide.

But you have no choice if you want to remain relevant and not end up in the social media backwater.

The Instagram kid

Ever since Facebook acquired Instagram, it’s quickly evolved into something more than just a photo sharing app. And it has over half a billion active users.

With all the noise on Facebook and other social media platforms… Instagram still manages to keep it simple and elegant.

That’s part of why people migrated to Instagram so quick, and use it so regularly – it’s beautiful, fun and engaging.

These deeply engaged users make great customers, if you can captivate them.

And since your website link is in your bio, increasing the number of eyes on your account equates to more website traffic.

So, if you can master how to attract your target audience to your account, it not only leads to increased traffic, but also conversions.

So why do so many people have trouble getting momentum on Instagram?

First, let’s debug one big misconception: You don’t have to set an advertising budget to grow your account. And you don’t need a large budget to do Instagram marketing well…

Where to start:

Study your target market and industry on Instagram.

  • Which accounts do they follow?
  • What hashtags are they using?
  • What are the most popular hashtags in your niche?

Get involved.

  • Join Instagram engagement communities where you exchange comments with each other.

This alone can

10x your engagement rate.

Choose a theme for your Instagram.

  • Pick a specific color palette that matches your brand image
  • Stick to the same type of filter style for every picture.

Next, gain your audience’s attention

I have an intimate understanding of the frustrations with working really hard and long on these channels, and not seeing results.

So I studied the trends and most successful Instagram accounts, and developed a scientific approach to hacking audience growth.

Let’s be clear: Optimizing your Instagram shouldn’t mean you simply put more hours into it.

Liking pictures, following people, unfollowing in a targeted and strategic way can consume hours of every day. It’s tedious, and frankly not a great use of your time.

Whether it’s you, or a social media agency that handles your account, this type of thing should be outsourced.

You and your agency know your brand best and for this reason, content should be your #1 focus.

It’s competitive, seriously.

Instagram is at about 500 million monthly active users and growing. This means you need an aggressive activity strategy to stand out.

Does the task of following and unfollowing hundreds of accounts in a day sound overwhelming? It is. I know because I used to do this manually on Twitter until I discovered how to do it via automation.

So let me show you exactly how to overcome this time-suck with Instagram with what till now has been a little known Instagram growth hacking platform.

Use an Instagram growth hacking service

Finding a reliable service for Instagram growth can be tricky. However, through a friend, I heard about a service that not only saves me a bunch of time, but can growth accounts 10x – in a very real way. Not spammy, not shady.

It essentially puts Instagram to work for me by gaining me real followers in my niche. It worked for me on Twitter so I decided to start testing it.

The results?

In just 7 days I have grown my Instagram account by nearly 1,000 followers using an Instagram growth hacking service. At this run rate I will hit over 55,000 followers in the next 12 months.

>>>> Grab your FREE trial now

It does this by automating the monotonous activity of choosing users to interact and engage, but does so in the most targeted manner.

How do you use it?

Let me introduce SociallyRich

The best part about their Service was that unlike other Instagram services out there, there’s no confusing dashboard to interact with.

You just provide your hashtags of interest, and the usernames of accounts to target, and they take care of the rest.

This saved me so much time to the point I no longer had to go on my Instagram, other than to post images.

Your Instagram should be growing while you sleep, that will lead to an end result of monetizing your account whether you use your Instagram account for personal purposes, for your business, or blog.

SociallyRich was unlike any service of its kind, simply based on the results. I’d wake up, check my Instagram accounts and have 100+ new targeted followers daily.

Their customer support was also unlike many in the industry, even the CEO (Ramon Berrios) answered my emails immediately.

Next – 3 Tips on Retaining Engagement and Building a Community

Now that I’ve given you the tools for growing, you now have to build an engaged community that stays active on your page.

1. Turn on post notifications

Instagram has a new feature where users can turn on post notifications for their favorite account. Notify your followers to do this with a beautiful text image pointing to where the settings for this feature is on the screen.

turn on notifications for Instagram Growth With Optimization

2. Hashtag away

When researching hashtags in your niche, don’t worry whether you should use the popular hashtags or the smaller more focused ones. They both have upsides and downsides.

  • When you use a hashtag that millions of people are using, your picture can quickly get lost in the feed. However, in that short time frame, a lot of people that are also searching that hashtag may have seen it and engaged with it.
  • As for smaller and more focused hashtags, these are great to use because you can dominate that area, and stay on top of that feed. If you dominate this strategy you can make it to the popular page.

The only downside of using smaller hashtags is that you miss out on the thousands that could’ve also seen the image by using the popular hashtags.

The solution to this?

Use both. Hashtag away, it won’t hurt anyone.

The amount of people that will be turned off by the amount of hashtags you’re using are irrelevant compared to the amount of people that will see it for you using them all.

Although, keep in mind Instagram has a limit of 30 hashtags per post.

There is a strategy to this. So your caption doesn’t look like a mess:

  • Open up your notes and type down your caption in the following format: Caption, stars, hashtags (see image below)

Having these hashtags in your notes will keep them handy and easy to use by just copying and pasting them every time you post.

Remember, consistency always beats a lack of activity when it comes to Instagram, so the easier you make it for yourself to post the more you will do so.

3. Instagram community groups

This is a game changer when it comes to engagement and activity on your page.

With a simple Google search of how to join Instagram community groups, you will find yourself joining a group in your niche (often called an “Instagram engagement community” that help each other grow).

These groups have methods in which you will comment on their pictures, and in return everyone in your group will comment on your pictures whenever you post. This can add a lot of value to your account when someone sees your pictures.

On top of that, whenever someone comments it will also show on the news feed of that person’s activity.

Put your Instagram marketing on steroids

I have given you the inside scoop and it’s over to you. Growing your digital distribution on one of the world’s fastest growing social networks is essential.

Now you have the blueprint for how to grow and monetize your Instagram account, as well as the steps on how to proceed. If you want some help, I would highly recommend giving SociallyRich a try.

There is nothing to lose.

Instagram, Facebook & largest social networks on mobile (smartphones)


Name User Country
Facebook mobile 425 M USA
Mobile QQ (Tencent) 200 M China
Sina (Weibo) 150 M China
RenRen 61 M China
iMessenger (Apple) 58 M USA
Mig33 55 M Singapore
Twitter mobile 55 M USA
Blackberry Messenger 50 M Canada
Mxit 50 M South Africa
Nimbuzz 50 M Netherlands
Skype Mobile (Microsoft) 40 M USA
Gree 35 M Japan
Instagram 30 M USA
Mobile Cyworld (SK) 25 M South Korea
Mobage Town (DeNA) 25 M Japan
Mocospace 22 M USA
Whatsapp 20 M USA
FourSquare 15 M USA
Mixi 15 M Japan