When the Kardashians start speaking out against social media, you know it’s time to pay attention.

Over the summer, Kim K. and Kylie Jenner made headlines for protesting proposed changes to the Instagram algorithm that would shift the way content is prioritized and shared on the app.

What’s the beef?

While Instagram has always been a visually-driven medium, TikTok’s explosion onto the scene has Instagram rethinking everything. Executives wanted to turn the focus away from still images and toward short-form videos–known as reels in IG parlance.

Additionally, Instagram proposed an update to the way all content is served to users.

Previously, one’s Instagram feed was dominated by accounts they followed with some paid ads sprinkled in. The change added more suggested content into the mix. These suggested posts are based on a user’s usual content viewing habits.

This move was meant to mimic TikTok’s “for you” page, which possesses an algorithm that’s almost frighteningly attuned to users’ wants. And while the change would have been good news for up-and-coming creators hoping to build their personal brand, it was bad news for established brands (like, say, the Kardashians) who don’t want their audiences pulled in other directions.

What came of the public outcry?

Instagram says they rolled back the large-scale changes. However, anyone using the platform regularly knows things are still different.

Anecdotally, I can say that my feed is now mostly video and is dominated by creators I don’t know or follow. Others in my circles report similar experiences.

It’s really not about learning how to adapt to this latest algorithm change. It’s about learning to be adaptable on social media, period.

So, what’s a modern marketer to do?

Marketers know Instagram has become part of the social media starter pack. If you sell to consumers, you should be on Instagram.

Marketers also know that, like all social platforms, Instagram is tight-lipped about what happens behind the algorithmic curtain. Sometimes things change drastically, and content that was smashing it one week is tumbleweeds the next.

So it’s really not about learning how to adapt to this latest algorithm change. It’s about learning to be adaptable on social media, period. Because this kind of shake-up will happen again, and Kim K. might not give us a heads-up about the next one.

Here are a few tips we’ve found useful.

1. Keep an eye on your analytics.

Data won’t tell you the full story, but it can help you quickly spot a potential change or problem. If you see a major rise or fall in the type of content that’s performing well, that’s something to note.

Don’t get caught up in the numbers for each post. If you have one team photo that takes off and another that gets no traction, that’s not enough information for you to make any decisions around.

If you notice that most photos of your team perform well, though, that tells you something about how authentic, culture-focused content is resonating with your audience.

2. Do as the influencers do.

However you feel about the Kardashians as individuals, they are a juggernaut brand. There’s a reason they cared about the change in the Instagram algorithm–because they use the platform to sell products.

After the shift toward video content happened this summer, you could see the influencers experimenting with new types of content. Some shared still photos as one-second videos to see if they could game the new video-friendly algorithm. Others turned photos into montages with music (technically a video, right?!). The models and personalities were testing new tactics and measuring results, just like us marketers.

So while you’re scrolling through your own feed, check in with your favorite influencers. What techniques are they trying out? Go back through their reels and see which ones are getting way more–or way fewer–views than is typical of their content. Can you identify any patterns?

Then, try applying the techniques that seem to be working for them over on your brand’s page. Do you get similar results? Either way, you’ve just learned something valuable about the algorithm.

3. Watch industry trends.

The changes we’re seeing over at Instagram are a clear response to TikTok’s runaway popularity. Not all new social media apps are bound to be a smash hit (remember Vine?), but it’s worth keeping an eye on those up-and-comers.

TikTok launched in 2016 and really took off during the pandemic. At this point, it’s an established player in the space, so we shouldn’t be surprised to see others responding to its success.

The same thing happened when Snapchat made a big splash with vanishing content back in 2011. Five years later, Instagram announced its Stories, a clear mimicry of Snapchat’s major differentiator.

If a hot social media app has been around for three or four years and is still going strong, take note. The other platforms will probably try to imitate their best features. If you can be prepared to create content that aligns with those changes before they’re announced, you’re way ahead of the game.

Looking for someone to influence your Instagram strategy? We can help.