Instagram rolls back reach penalty

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 02, 2021, 3:47 AM GMT+0

Amid accusations of “censorship”, Instagram has rolled back its step regarding supressing feed posts that have been re-shared to Stories.

To stop users from re-sharing feed posts to Stories and improve the Stories experience, Instagram had changed its algorithm earlier. This algorithm would have favoured original content in its Stories over re-shared posts. But this leads to a significant reduction in the reach of posts.

Due to this concern, Instagram has taken a step back and ensured that re-shared posts would continue to get the “same amount of reach as any other Stories content.” However, the platform has been experimenting with new tags and exclusive stickers for content re-shared to Stories.

In the absence of a system that’s automated for content detection, Instagram may not yet have arrived at the most ideal solution. The move came following “censorship” accusations during escalating tensions in Palestine.

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