Remember a month ago when everyone was panicking about the new Instagram algorithm that Facebook had previously adopted? We were worried that the new algorithm would affect the interaction we receive on our photos and how it might affect our businesses. Well, it's happening and it's KILLING retail sales for small businesses. I wanted to discuss this issue to ensure you that it's NOT YOU. Your product is as killer as ever and your creative integrity is still intact. You've seen a drop in sales and interaction on your photos because the system is broken.
The new algorithm changed the way that your followers see your posts (if they see them at all). Instead of loading your feed in chronological order with the posts from the users you follow, Instagram and Facebook now only show you the posts from the users you interact with most. I've tested this, I've seen the changes, and I've asked many outside parties if they have noticed a difference since the new algorithm was put into effect.
Who is it really affecting?
Photo Credit: Johnathan Cardillo
- Small Retail Businesses
I've paid for the ads and from my experience they weren't effective. Unless you have several thousand dollars to throw at ad campaigns on social media, you're not even making a dent. Small businesses just don't stand a chance. A classic case of a major corporation steamrolling the little guy. I took time to ask other small business owners what their experience has been since the change went into effect and the response was unanimous, "Instagram is dead." Trust me, I get it. You've spent years perfecting your feed and marketing campaigns, but unless the algorithm goes back to chronological order, you might be beating a dead horse.
- Brand Ambassadors
Photo Credit: Johnathan Cardillo
- Photographers
What's the solution?
I'm afraid it's time to go back to the stone ages (not literally). You're going to have to pickup the phone and start dialing. Fill your calendar with networking events. The in-person touch goes a long way. I've read many articles discussing the negative impact that social media has had on brick and mortar sales... Well, that might turnaround soon if social media platforms keep moving in this direction. If your social media platforms are no longer a revenue generator then their is no sense in investing much time in them. Focus on your wholesale accounts and build that relationship.