{"id":5293,"date":"2022-11-03T11:23:19","date_gmt":"2022-11-03T11:23:19","guid":{"rendered":"https:\/\/myappfree.com\/?p=5293"},"modified":"2024-02-20T09:36:26","modified_gmt":"2024-02-20T09:36:26","slug":"instagram-recommendations-mobile-advertising","status":"publish","type":"post","link":"https:\/\/maf.ad\/en\/blog\/instagram-recommendations-mobile-advertising\/","title":{"rendered":"How Are FB &#038; Instagram Recommendations Changing Mobile Advertising?"},"content":{"rendered":"<p class=\"graf graf--h3\">\u201cMake Instagram Instagram again\u201d.<\/p>\n<p class=\"graf graf--p graf--startsWithDoubleQuote\">\u201cStop trying to be TikTok\u201d.<\/p>\n<p class=\"graf graf--p\">When Kylie Jenner and Kim Kardashian make <strong class=\"markup--strong markup--p-strong\">complaints about Instagram\u2019s algorithm<\/strong>, you know there\u2019s something big going on.<\/p>\n<p class=\"graf graf--p\">This happened a couple of months ago when Meta was testing new Instagram updates. Even though they<strong class=\"markup--strong markup--p-strong\"> paused changes<\/strong> after celebrity criticism, they aren\u2019t calling it quits.<\/p>\n<p class=\"graf graf--p\">According to Mark Zuckerberg, by the end of 2023, <strong class=\"markup--strong markup--p-strong\">30% of Instagram and <a href=\"https:\/\/maf.ad\/en\/blog\/facebook-ad-mistakes-mobile-games\/\">Facebook<\/a> feeds will be based on AI-recommended content<\/strong>.<\/p>\n<p class=\"graf graf--p\">Facebook and Instagram recommendations are not the only but are certainly the most controversial change announced by Meta.<\/p>\n<p class=\"graf graf--p\">What other changes are coming? And most importantly, What does all this<strong class=\"markup--strong markup--p-strong\"> mean for mobile advertisers<\/strong>?<\/p>\n<p class=\"graf graf--p\">Let\u2019s find out.<\/p>\n<h2 class=\"graf graf--h3\"><strong>Main Instagram and Facebook\u00a0Changes<\/strong><\/h2>\n<p class=\"graf graf--p\">Meta announced the upcoming Facebook and Instagram updates as a<strong class=\"markup--strong markup--p-strong\"> \u201cnew, immersive viewing experience\u201d<\/strong>.<\/p>\n<p class=\"graf graf--p\">Here\u2019s how they plan to make this come true.<\/p>\n<h3 class=\"graf graf--h3\"><strong>Moving to Short-Form Video<\/strong><\/h3>\n<figure class=\"graf graf--figure\">\n<p><div style=\"width: 677px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"graf-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/667\/0*YFsz5deg1AYDtwCx\" alt=\" Instagram Recommendations reels\" width=\"667\" height=\"420\" data-image-id=\"0*YFsz5deg1AYDtwCx\" data-width=\"1091\" data-height=\"687\" \/><p class=\"wp-caption-text\">Source: Instagram<\/p><\/div><\/figure>\n<p class=\"graf graf--p\">Instagram used to be a place you\u2019d visit to see cute pictures of your friends and family. If you wanted, you could look through strangers\u2019 posts in a separate feed.<\/p>\n<p class=\"graf graf--p\">This feels like ancient history, right?<\/p>\n<p class=\"graf graf--p\">For a while now, our feeds have been flooded with videos and posts from strangers. They are typically <strong class=\"markup--strong markup--p-strong\">Reels, a short-form video format <\/strong>introduced in 2019.<\/p>\n<p class=\"graf graf--p\">In the future, we\u2019ll see even more of this.<\/p>\n<p class=\"graf graf--p\">According to Instagram, 91% of its active users admit they <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/business.instagram.com\/ad-solutions\/video-strategy\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/business.instagram.com\/ad-solutions\/video-strategy\">watch videos on a weekly basis<\/a>. With the growing popularity of video content, Instagram is set to<strong class=\"markup--strong markup--p-strong\"> become a video-centric platform<\/strong>. Once the updates roll out, Instagram videos will:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Appear vertically on the users\u2019 main feeds<\/li>\n<li class=\"graf graf--li\">Become a more important part of the home experience<\/li>\n<li class=\"graf graf--li\">Blend in together with photos to form an immersive experience<\/li>\n<\/ul>\n<p class=\"graf graf--p\">Instagram is getting so serious about video content that they even announced<strong class=\"markup--strong markup--p-strong\"> lower ranks for videos with watermarks<\/strong> from other video platforms, like TikTok.<\/p>\n<p class=\"graf graf--p\">In other words, they are gradually moving away from what made Instagram popular in the first place\u200a\u2014\u200aimages.<\/p>\n<h3 class=\"graf graf--h3\"><strong>Facebook &amp; Instagram Recommendations<\/strong><\/h3>\n<p class=\"graf graf--p\">At the moment, about <strong class=\"markup--strong markup--p-strong\">15% of content <\/strong>shown on users\u2019 Facebook and Instagram feeds consists of posts from users we don\u2019t follow.<\/p>\n<p class=\"graf graf--p\">On Instagram, this number is slightly higher.<\/p>\n<p class=\"graf graf--p\">Essentially, Facebook and Instagram recommendations consist of <strong class=\"markup--strong markup--p-strong\">content suggested by Meta\u2019s algorithm<\/strong>. This content is based on the users\u2019 interests, past activity, connections, etc.<\/p>\n<p class=\"graf graf--p\">At Meta, they are very focused on building an effective recommendation system.<\/p>\n<p class=\"graf graf--p\">As we mentioned before, by the end of 2023, the amount of<strong class=\"markup--strong markup--p-strong\"> recommended content on the users\u2019 feeds is set to double <\/strong>and reach 30%.<\/p>\n<h3 class=\"graf graf--h3\"><strong>Paused, but Temporarily<\/strong><\/h3>\n<figure class=\"graf graf--figure\"><img decoding=\"async\" class=\"graf-image alignnone\" src=\"https:\/\/cdn-images-1.medium.com\/max\/667\/0*P9zfomCdzY-f-pPn\" alt=\"kim kardashian on Instagram Recommendations\" width=\"667\" height=\"444\" data-image-id=\"0*P9zfomCdzY-f-pPn\" data-width=\"900\" data-height=\"600\" \/><\/figure>\n<p class=\"graf graf--p\">Soon after Instagram started testing its changes, a big part of it was paused due to loud criticism.<\/p>\n<p class=\"graf graf--p\">To be more specific, they<strong class=\"markup--strong markup--p-strong\"> stopped testing the full-screen feed and reduced the number of recommended posts<\/strong>.<\/p>\n<p class=\"graf graf--p\">But, this is only a temporary decision.<\/p>\n<p class=\"graf graf--p\">Meta\u2019s representatives have said that they will need a little more time to \u201cget this right,\u201d emphasizing that they are aware that such changes \u201ccan be an adjustment.\u201d The company has also pointed out that as the world evolves, they need to follow.<\/p>\n<p class=\"graf graf--p\">Based on all this, it\u2019s pretty clear that the company is not giving up on the changes. They are only <strong class=\"markup--strong markup--p-strong\">considering other options<\/strong> for introducing them.<\/p>\n<p class=\"graf graf--p\">In other words, they\u2019re looking for ways to differ from TikTok.<\/p>\n<h2 class=\"graf graf--h3\"><strong>Why is Meta Making These\u00a0Changes?<\/strong><\/h2>\n<p class=\"graf graf--p\">Meta isn\u2019t changing because they want to make their users miserable and cut them off from their friends\u2019 lives.<\/p>\n<p class=\"graf graf--p\">The reason why this is happening is quite simple.<\/p>\n<p class=\"graf graf--p\">You guessed it\u200a\u2014\u200a<strong class=\"markup--strong markup--p-strong\">profit<\/strong>.<\/p>\n<figure class=\"graf graf--figure\">\n<p><div style=\"width: 677px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"graf-image\" src=\"https:\/\/cdn-images-1.medium.com\/max\/667\/0*lzM3qMtizJ5y5BGQ\" alt=\"meta net revenues\" width=\"667\" height=\"369\" data-image-id=\"0*lzM3qMtizJ5y5BGQ\" data-width=\"1157\" data-height=\"641\" \/><p class=\"wp-caption-text\">Source: Meta Earnings Presentation Q3 2022<\/p><\/div><\/figure>\n<p class=\"graf graf--p\">These changes were made public around the same time it was reported that <strong class=\"markup--strong markup--p-strong\">Meta\u2019s revenues have declined<\/strong>. On top of that, Meta is also experiencing reduced demand for digital advertising.<\/p>\n<p class=\"graf graf--p\">At the same time, the profit from Instagram Reels has reached an annual run rate of over $1 billion. Also, the amount of time users spent engaging with<strong class=\"markup--strong markup--p-strong\"> Reels on Instagram and Facebook increased by more than 30%<\/strong> (TechCrunch).<\/p>\n<p class=\"graf graf--p\">Obviously, at Meta, they are hoping to make Reels their new cash cow.<\/p>\n<p class=\"graf graf--p\">Of course, the company is wrapping this up a bit differently. They claim that the point of their recommendation system is to <strong class=\"markup--strong markup--p-strong\">create a \u201cflywheel of discovery\u201d<\/strong>. This should boost social connections and encourage users to create more content.<\/p>\n<h3 class=\"graf graf--h3\"><strong>Gen Z Marketing Factor<\/strong><\/h3>\n<p class=\"graf graf--p\">It\u2019s no secret that <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/maf.ad\/en\/blog\/mobile-marketing-for-gen-z-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/myappfree.com\/en\/mobile-marketing-for-gen-z-guide\/\">Gen Z\u2019s<\/a> favorite social media channels are TikTok and Snapchat.<\/p>\n<p class=\"graf graf--p\">Heck, they\u2019re even using TikTok as a search engine instead of Google.<\/p>\n<p class=\"graf graf--p\">While<strong class=\"markup--strong markup--p-strong\"> Instagram is a close third<\/strong>, Facebook is not their cup of tea. Since this generation is one of the biggest consumer groups, everyone is out to get them\u200a\u2014\u200aincluding Meta.<\/p>\n<p class=\"graf graf--p\">Undoubtedly, Instagram recommendations and short-form videos are making Instagram very similar to TikTok. At Meta, they are hoping this wil<strong class=\"markup--strong markup--p-strong\">l capture Gen Z\u2019s attention and additionally boost usage rates<\/strong>.<\/p>\n<blockquote>\n<p class=\"graf graf--p\">But the question left hanging in the air is\u200a\u2014\u200ado they want another version of TikTok?<\/p>\n<\/blockquote>\n<h2 class=\"graf graf--h3\"><strong>What Does This Mean for Mobile Marketers?<\/strong><\/h2>\n<p class=\"graf graf--p\">If you promote your app on Facebook or Instagram, you should definitely be aware of this upcoming change.<\/p>\n<p class=\"graf graf--p\">But, it probably won\u2019t make a huge difference to you.<\/p>\n<p class=\"graf graf--p\">How come?<\/p>\n<p class=\"graf graf--p\">For marketers, the biggest change is that more of them will <strong class=\"markup--strong markup--p-strong\">start creating video ads. <\/strong>They will abandon some of their standard advertising practices, even if they worked well for them in the past.<\/p>\n<p class=\"graf graf--p\">This will be quite an adjustment.<\/p>\n<p class=\"graf graf--p\">When it comes to app marketing, <strong class=\"markup--strong markup--p-strong\">video is already the go-to format<\/strong>. Everyone knows there is no better way to highlight the features of an app or game than through a <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/maf.ad\/en\/blog\/types-of-rewarded-video-ads-game-revenues\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-href=\"https:\/\/myappfree.com\/en\/types-of-rewarded-video-ads-game-revenues\/\">video ad<\/a>.<\/p>\n<p class=\"graf graf--p graf--startsWithDoubleQuote\">\u201cAlgorithmically\u201d speaking this won\u2019t make a huge difference for you. However, as an advertiser, you will probably face <strong class=\"markup--strong markup--p-strong\">more crowded competition in the short-format video<\/strong> arena.<\/p>\n<p class=\"graf graf--p\">For this reason, if you want to do better, you\u2019ll need to <strong class=\"markup--strong markup--p-strong\">adjust your advertising strategy<\/strong>.<\/p>\n<h3 class=\"graf graf--h3\"><strong>Reel the Users\u00a0in<\/strong><\/h3>\n<p class=\"graf graf--p\">Have you ever used Reels ads to promote your app?<\/p>\n<p class=\"graf graf--p\">If your answer is no, you\u2019ll have some homework to do.<\/p>\n<p class=\"graf graf--p\">Reels ads are vertical, full-screen ads that appear between organic Reels. They give you a chance to<strong class=\"markup--strong markup--p-strong\"> reach users while short-form videos entertain them<\/strong>. These ads can last up to 30 seconds and come with a small \u201csponsored\u201d mark.<\/p>\n<p class=\"graf graf--p\">Here are some<strong class=\"markup--strong markup--p-strong\"> tips for creating stellar Reels for your app or game:<\/strong><\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Make them similar to organic reels<\/li>\n<li class=\"graf graf--li\">Don\u2019t start with your app\u2019s logo<\/li>\n<li class=\"graf graf--li\">Include an attention grabber in the first few seconds<\/li>\n<li class=\"graf graf--li\">Use trending music<\/li>\n<li class=\"graf graf--li\">Make it dynamic and fun<\/li>\n<\/ul>\n<h3 class=\"graf graf--h3\"><strong>Team up With the Right Influencers<\/strong><\/h3>\n<figure class=\"graf graf--figure\"><img decoding=\"async\" class=\"graf-image alignnone\" src=\"https:\/\/cdn-images-1.medium.com\/max\/667\/0*SOdwmIs0TatKlyPR\" alt=\"mobile app influencer\" width=\"667\" height=\"350\" data-image-id=\"0*SOdwmIs0TatKlyPR\" data-width=\"1200\" data-height=\"630\" \/><\/figure>\n<p class=\"graf graf--p\">Love it or hate it, influencer mobile marketing is still a hot trend.<\/p>\n<p class=\"graf graf--p\">Especially if you\u2019re trying to reach Gen Z.<\/p>\n<p class=\"graf graf--p\">With the rise of Facebook and Instagram recommendations, this is set to continue.<\/p>\n<p class=\"graf graf--p\">But, note this.<\/p>\n<p class=\"graf graf--p\">You should be teaming up with <strong class=\"markup--strong markup--p-strong\">influencers who know how to create engaging Reels<\/strong>, not those who have the prettiest images. Your main goal should be to find people who will promote your app in an authentic, relatable, yet exciting way.<\/p>\n<p class=\"graf graf--p\">Don\u2019t forget\u200a\u2014\u200afollower count is not a big deal.<\/p>\n<p class=\"graf graf--p\">Currently, there is a trend of <strong class=\"markup--strong markup--p-strong\">working with micro and nano influencers<\/strong>. These influencers typically have high engagement rates and a tight bond with their followers.<\/p>\n<h2 class=\"graf graf--h3\"><strong>Facebook &amp; Instagram Recommendations Wrap\u00a0up<\/strong><\/h2>\n<p class=\"graf graf--p\">Despite all criticism, Meta is not backing out from announced updates.<\/p>\n<p class=\"graf graf--p\">The changes are coming, and the only question is what they will look like.<\/p>\n<p class=\"graf graf--p\">The focus on Facebook and Instagram recommendations will significantly change the user experience on these platforms. Naturally, this will <strong class=\"markup--strong markup--p-strong\">affect all forms of advertising<\/strong>\u200a\u2014\u200aincluding mobile advertising.<\/p>\n<p class=\"graf graf--p\">Not sure you want to continue promoting your app on Instagram and Facebook?<\/p>\n<p class=\"graf graf--p\">Perhaps it\u2019s time to <strong class=\"markup--strong markup--p-strong\">move from mainstream ad networks <\/strong>and try out something new. In the 2022 AppsFlyer Index, myAppFree was named the 3rd fastest growing mobile ad network in the U.S., and 6th globally. If you want to know more, feel free to reach out to us!<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Lately, our FB and Instagram feeds are flooded with short-form videos. How is this affecting mobile advertising? <\/p>\n","protected":false},"author":6,"featured_media":5747,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[87,90],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.9 (Yoast SEO v21.9.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Are FB &amp; Instagram Recommendations Changing Mobile Ads?<\/title>\n<meta name=\"description\" content=\"Meta is increasing its focus on Facebook and Instagram recommendations. How is this going to affect mobile advertising? Read now\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/maf.ad\/en\/blog\/instagram-recommendations-mobile-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Are FB &amp; Instagram Recommendations Changing Mobile Advertising?\" \/>\n<meta property=\"og:description\" content=\"Meta is increasing its focus on Facebook and Instagram recommendations. How is this going to affect mobile advertising? 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