Instagram has long been the go-to social network for the fashion industry. It?s where brands put their best foot forward, where street style bloggers update fans on their every move and where the fashion elite document their lifestyle for all to see.
While the Instagram craze continues, some have worried that Instagram?s decline in sharing is harming the platform. And let?s not forget the rapid growth of Snapchat, which seems to constantly be encroaching on Instagram?s turf.
Instagram?s reign is not as clear as it used to be, but one thing remains true: Engagement on Instagram is strong, especially in the fashion industry. In fact, a report on New York Fashion Week by digital think tank L2 found that Instagram drove the most engagement (likes, comments and shares) on social media out of any platform. Of the 13 million total interactions during NYFW in early 2016, an astounding 97 percent took place on Instagram, with 2 percent on Facebook and 1 percent on Twitter. Instagram?s recent move to abandon a linear feed and move to an algorithmic timeline, akin to its big brother, Facebook, is an attempt to double down on engagement. People simply weren?t seeing the majority of the content in their feed. Instead, as the company?s thinking goes, the algorithm would show users the best of the best, driving engagement and aiming to increase sharing along the way.
This move to an algorithmic feed means one thing: Brands have to be on their game.
They are now under more pressure than ...