The year is 2022 and the world is in a war between platforms. What is the main reason for this? Attention retention and creation. Over the years we’ve seen how Instagram has dominated the social media market and how it’s basically become a way of determining whether a person is Can be considered an influencer or even a content creator. But a lot has changed in the past few years especially the rules of the content game.

As a strategy to keep people on the platform and value creators Instagram has announced that they will update their ranking algorithm to benefit original content.

While this appears to be exciting news no details have been released on how or when any changes can actually be expected with these updates. It’s unclear whether Instagram’s “original content” refers to rewarding creators for originality or encouraging creation More Instagram exclusive content.

But we have some speculation as to how this new update might affect marketers and content creation on social platforms. Let’s dig a little deeper.

A war over short videos

In the wake of the COVID-19 pandemic brands are realizing that in order for users to continue consuming their content they need to not only have a functional interface and create good content but do it in an original way that captures and keeps their audience’s attention to this point (and they also see one of The best way is to work with creators) to win more and more people consuming short videos for quick entertainment.

With that in mind we see two brands at the center of this platform war: Instagram and TikTok.

TikTok has been hugely successful not only with the short video format but also because of the dynamic way it offers to create content that is responsive and collaborative and aligned with the music industry.

But even so Instagram is still the place to be recognized as an influencer so the most practical thing to do is to use all the tools of TikTok to create content and then republish it on Instagram​​​. What has Instagram done to avoid this? Limit organic reach of video Watermarks from other platforms. The results are not very good.

As TikTok became more popular over time Instagram decided to take it a step further to keep users on the platform. It shuts down IGTV. The results of it? Not much actually.

But over the past year we’ve seen Instagram try to become “more like TikTok,” even claiming it’s no longer a photo-sharing app.

But what do all these actions have in common? None of them really focused on the content creator or their experience on the platform. It’s basically just doing what the competition does and using the brand name to stay ahead of the curve. But we’re not in 2018 and this strategy doesn’t work .

It took the brand almost 2 years to realize that creators are like customers and brand promoters. If they don’t feel comfortable or if they don’t feel their work is respected they leave to go to another platform. Finally got to know this Instagram updated its algorithm Prefer original content.

Originality is key

As marketers and content creators what do we get out of this? Well we can say this is one small step for Instagram but one giant leap for the market. Adam Mosseri head of Instagram said: “If you create from scratch you deserve more praise than retweets. You found it from someone else. [So] we will do more experimentation and value original content especially compared to retweeted content. ”

📣 New Features 📣

We’ve added new ways to tag and improved ranking:

– Product Tags
– Enhanced Tags
– Ranking for originality

Creators are so important to the future of Instagram, and we want to make sure that they are successful and get all the credit they deserve. pic.twitter.com/PP7Qa10oJr

— Adam Mosseri (@mosseri) April 20, 2022

According to Mosseri that doesn’t mean there’s a penalty for content that’s been edited outside of the platform before it’s published “the idea is if you turn it into original content.” And that’s a good thermometer too See if most of the videos are edited off-platform Meaning that Instagram’s editing tools have to be improved so we can expect some future announcements related to this new algorithm update.

Now let’s wait for what will really change on Instagram in the near future. If social channels really want to create a community of engaged creators valuing their work is a great way to start.

Don’t forget that this update also hurts many accounts that have policies based solely on user-generated content especially if their followers are also posting the same content on their profiles. But we’ll have to wait for future tests and tools to get the answer.