The Shoppe - Instagram Algorithms, LinkedIn Stories Shut Down, OOH Advertising & More!
Welcome back to The Shoppe! This week, we’re talking about Instagram’s algorithms, LinkedIn Stories shutting down, last year’s Out-Of-Home (OOH) advertising boom, and TikTok’s new API. Don’t forget to subscribe so you can be notified every time we post!
Instagram revealed details about its search algorithms in its series “How Instagram Works.” The text that is entered, user activity, and the popularity of the results. The text that is entered is the primary factor in determining search results, since Instagram wants users to find accurate results to their searches. Other factors like user activity also play a role. Instagram’s search algorithm accounts for posts that the users have engaged with and profiles that the user is following. Lastly, the results will rank higher if the profile is more popular. Measures of popularity include likes, shares, and follows. Instagram suggests that results should abide by
Recommendation Guidelines to achieve a better rank. This means that repurposed content and contests or giveaways may rank lower. To optimize your posts for discovery, be sure to use a handle that matches your content and include related keywords in your posts and in your bio.
After a year since its debut, LinkedIn is removing the Stories feature from its mobile app. This change will take place at the end of September. The business-oriented social media platform explained that it will be reimagining the Stories feature, stating that it wants to “embrace mixed media and creative tools of Stories in a consistent way” across its platform. Senior Director of Product Liz Li stated in an
interview with
The Verge that users wanted to create “lasting videos that tell your professional story and that showcase both your personality and expertise.” This change comes after LinkedIn’s acquisition of how-to video platform Jumprope. Twitter also abandoned a similar feature, Fleets, in July, due to a lack of user interest.
As a result of lockdowns from the COVID-19 pandemic, the price of Out-Of-Home (OOH) advertising plummeted. OOH advertising revenues decreased as much as 27 percent from 2019 to 2020 according to
WARC. Fintech, pet care, and consumer packaged goods were all successful with OOH advertisements. Billboard discounts are not as ubiquitous today since more people are outside to see them. CEO of Quan Media Group Brian Rappaport said that he was offering inventory at up to 80 percent off. This may have been due to closures, especially in the film industry with studio and movie theater shutdowns. Currently, prices are higher and popular locations are backlogged for months. OOH is expected to
grow 20 percent this year, and advertising investment for cinema is expected to increase over 40 percent.
TikTok will be allowing a few select companies to access its API for Creator Marketplace, its platform for brands to discover influencers. Influencer marketing companies Influential, Captiv8, Whalar, and INCA have received early access according to TikTok. The social media platform says that the API is still being tested currently. The official announcement is expected to happen in late September. The participating companies will be receiving
data about video performance, trends, and demographics. Captiv8 said that metrics like familiarity, affinity, purchase intent, and recommendation intent all significantly increased after testing the API. This API access will facilitate the connection between brands and TikTok influencers.
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