Are Instagram Photo Posts Making a Comeback in 2023?
Instagram resorted to videos in an effort to counteract TikTok's rise, which irritated some of its more traditional users.
They even declared that Instagram will "no longer be a square photo-sharing app" and tried an appalling feed that was quite similar to the Chinese rival.
And now, it simply reversed course. Adam Mosseri, the CEO of Instagram, acknowledged that the platform overemphasized video in 2022 and that it will turn its attention back to photos in 2023.
The Comeback of Instagram Photo Posts
Adam Mosseri, the CEO of Instagram, claims that the platform has focused too much on promoting videos and will attempt to shift its emphasis back to images in 2023.
During his weekly Q&A session on his IG Stories, Mosseri made the statement.
Mosseri says:
“I think we were overfocused on video in 2022 and pushed ranking too far, and basically showed too many videos and not enough photos. We’ve since balanced, so things like how often someone likes photos versus videos, and how often someone comments on photos versus videos, are roughly equal, which is a good sign that things are balanced.”
Mosseri adds that striking the proper balance in this regard will be crucial as photos will continue to be a major focus for the app.
So, are things balanced?
According to Later, some creators like Jade Beason and Lucas O'Keefe say yes, and have been encouraging their followers to post more photo content.
Jade specifically conducted an experiment and only posted photos over the course of 10 days.
The result? “Whilst photos couldn’t compete with the reach I get from Reels, they received considerably more engagement.”
And Later’s social team has noticed a similar trend:
“We post an average of 10 feed posts a week on Instagram — about half of which are photos. And while our Reels views have been fairly consistent over the past six months, we’ve seen a major shift with photo content. Between static images and carousel posts, their collective engagement rates have increased by 100%.”
- Later’s Social Media Manager, Christine Colling.
“While they’re not as high as our engagement rates in previous years, all signs currently point to photos entering their comeback season,” she adds.
Meanwhile, reels might still be the best option if your goals include raising brand exposure and reaching out to new consumers.
Sharing more photographs (static or carousel) to your feed could spark more in-depth discussions with your followers, nevertheless, if engagement and community development are your top priorities.
What Happened to Instagram?
If you use Instagram, you are probably already aware of the app's efforts to slow TikTok's expansion and retain its users.
In order to do this, they added a number of features, like Reel templates, 60-second tales, financial bonuses for top creators, and even a redesign of the app in the style of TikTok, in addition to a new algorithm that gave videos priority over other types of material.
The issue is that these adjustments not only accomplished little to slow TikTok's development but also annoyed a sizable portion of users. Simply put, nobody could get it to operate.
Adam Mosseri became aware of that. He acknowledged: "I think we were overfocused on video in 2022 and pushed ranking too far and basically showed too many videos and not enough photos." in a recent user Q&A session.
According to Mosseri, Instagram has subsequently attempted to resume a more balanced strategy, and internal measurements show that this is succeeding.
“Things like how often someone likes photos versus videos and how often someone comments on photos versus videos are roughly equal, which is a good sign that things are balanced. To the degree that there is more video on Instagram over time, it’s going to be because that’s what’s driving overall engagement more. But photos are always going to be an important part of what we do.”
This is encouraging for Instagram users who have long pushed for the platform to stay true to its core values, as has been mentioned. It feels like it has over the last two years, as more videos, and especially more Reels, have crept into user stories and changed the whole feel of the app in different ways.
Sometimes it seems like Instagram has lost its way and is too affected by the latest trends instead of finding or keeping its own niche.
Instagram's popularity grew thanks to still photos. People posted their memories and art as a kind of online photo album that people could connect with. Instagram became popular around the same time that phone cameras became more common. As people took more pictures with their phones, Instagram gave them a way to share them. Eventually, filters and simple editing tools were added to make those creations look better and put more emphasis on shared moments and memories.
But that changed when Stories came out. Because Instagram is popular with younger users and focuses on visuals, Meta saw it as a good way to stop the growth of Snapchat, which it saw as a rising rival. Stories quickly became a key part of the app's growth, and they are still a big deal today.
And it did work. For a while, IG Stories stopped Snapchat from growing, and the number of people using Instagram went through the roof. And with that, Instagram became a new place to try out new ideas and features. The growth of Stories also led to a bigger shift toward video, which, like the increased access to still camera tools, was a result of how technology was changing and the fact that video options were becoming available on mobile devices.
Will Instagram Reels Lose Priority for Photos and Carousel Posts?
No, according to Adam Mosseri. He answered this question via his Instagram Stories:
“We’re not deprioritizing Reels. We still think Reels are incredibly important… But we think photos and carousels are also an important part of what we do at Instagram and they will continue to be – forever.”
In a recent statement, the CEO of Instagram emphasized the platform's commitment to maintaining a balanced approach to its content offerings. Contrary to speculation, Instagram has no plans to deprioritize Reels in favor of photos and carousels. The CEO expressed the significance of Reels as an integral part of the Instagram experience, highlighting their immense importance in engaging and entertaining users.
However, Instagram also acknowledges the enduring value of photos and carousels in facilitating storytelling and creative expression. The CEO affirmed that photos and carousels will remain a fundamental and cherished aspect of Instagram, both in the present and the future.
This reassurance from the CEO reflects Instagram's dedication to catering to a diverse range of user preferences. By continuing to support Reels, photos, and carousels, Instagram aims to offer a well-rounded experience that appeals to all its users. Whether it's the captivating storytelling of Reels or the timeless beauty of photos and carousels, Instagram recognizes the unique value each format brings to the platform.
In conclusion, Instagram users can rest assured that Reels will continue to hold a prominent position within the platform, while photos and carousels will remain a vital part of the Instagram ecosystem. The commitment to providing a rich and varied content experience ensures that users can enjoy a dynamic and engaging journey through the ever-evolving world of Instagram, embracing both the excitement of Reels and the enduring appeal of visual stories captured in photos and carousels.
In other words, keep varying the kind of Instagram posts you make, such as Stories, Reels, and carousel posts.
Although photographs have returned to the chat, the platform has made it plain that video will also be a part of it.
Image retrieved from Later.com
What to Expect from Instagram in 2023?
The positive news is that the Instagram CEO has acknowledged that the app's distinctiveness comes in its ability to host a multitude of content types in one location. It will be fascinating to see how Instagram content changes this year, with a focus on content that is pertinent to your company and audience (whether it be videos or photographs), as opposed to having to rely on fad music for Reels.
We must admit that Instagram still seems to have lost its way. It will be interesting to observe if this shift leads to more genuine experiences.
Instead of securing its own market, Instagram has been overly preoccupied with trends and rivalling other apps. On December 2022, Mosseri announced via Twitter that Instagram launched Notes and tested four features including Add Yours: Nominations, Candid Stories, Group Profiles, and Collaborative Collections.
We’d want to offer you some advice: don't base too much of your marketing plan on Instagram. Just dance to the music for the time being. We can never predict when Mosseri will change the algorithm's focus once more. Reels? Photos? Carousels? Lives? The future?
Continue playing with the app's many formats. You will probably get results if your audience is compatible with your material. Just bear in mind that the algorithm's focus might shift at any time, so it's important to have an open mind regarding the potential future of Instagram.
