Communications of the ACM
Food Businesses Lose Faith in Instagram After Algorithm Changes
Sana Javeri Kadri said the Instagram account for her spice business, Diaspora Company, is suffering as the photo-sharing app pivots to video.
Credit: Atul Loke/The New York Times
The change of Instagram's algorithm to prioritize videos (Reels) over photos has put a damper on the social media strategies of small food businesses.
Many of these businesses used Instagram as a low-cost advertising tool by sharing food photos (after adding a caption and relevant hashtags), and receiving thousands of likes per post in response.
The algorithm’s shift to video has lowered traffic for many business Instagram accounts and, in turn, their Websites, as accounts that do not post Reels regularly appear below those that have taken advantage of videos in users' feeds.
To succeed with Reels, users need some video production experience, requiring business owners to pay for freelancers or learn new skills.
Some are moving to other platforms, like TikTok.
From The New York Times
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