![]() The ability to promote photos and post paid advertisements on Instagram is a benefit that is only available to business accounts and becoming a necessary part of businesses’ Instagram marketing strategy.Īn important aspect to analyze when looking at business accounts hurting engagement on Instagram is as your following increases, naturally, your engagement will decrease. If you haven’t noticed already, advertisements on Instagram have become increasingly prominent, creating a more “pay to play” platform. Facebook owns Instagram and their platform moved towards a structure which reduced organic reach and required business accounts to pay for advertising in order to ensure business page followers saw posts. Another aspect to consider is the importance of paid advertising on social networks such as Facebook and Instagram. This arises because in the case of business profiles, as the number of followers increases, the content on the business profile is showed to fewer people, leading to lower reach and a further decrease in engagement. ![]() What was interesting in this particular study was it seemed to only affect business accounts with more than 10,000 followers. The results showed that engagement for personal profiles was about 1% higher than for business profiles. ![]() In the study, a combination of 274 business and personal Instagram profiles were analyzed. However, users are still insisting that this is not the case.Ī study conducted on this topic specifically showed that engagement is higher for personal profiles that business profiles, but it relies heavily on the number of followers. The hurt in engagement and reach that Instagram business accounts can see from this change has caused many businesses to stay as the default, “personal” account, instead of switching and using the platform for advertisements and analytics.Įarlier this year, Instagram released a statement clarifying that there was no difference in the feed presence of personal or business profiles, so changing between the two would have zero effect on reach. If a business’ posts do not appear in front of users, and at the top of a user’s feed, then naturally they are less likely to engage, therefore creating overall unsuccessful content for businesses on social media. Accordingly, the organic reach of Instagram business profiles took a hit, and in turn caused impressions, engagement, and conversions to allegedly decrease. The change was widely interpreted as harmful to business accounts because it made so the relationship between the poster and follower would be taken highly into account, sending photos posted by friends and family from personal accounts to the top of user’s feed. Instagram introduced changes to the reverse-chronological order of user’s feeds in 2016 and changed the algorithm so photos that are deemed relevant or more interesting to the user would appear at the top. How could a business account hurt reach and engagement? ![]() Similarly, being able to launch advertisements over Instagram is always an added plus to any social media marketing plan. The popularity of Instagram business accounts has spiked in the last few years because having access to analytics is a great resource for businesses to track their organic and paid success of their social media content. With Instagram’s ever-changing algorithms and increased presence of business accounts and paid advertising, rumors have been floating around begging the question- does having an Instagram business account hurt reach & engagement compared to a personal account? ![]()
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