Instagram’s Latest Update: Prioritizing Comments Over Likes

Instagram’s latest updates are changing how content is consumed on the app. The platform is now prioritizing comments over likes which will encourage users to publish meaningful content to initiate genuine conversation. 

Why Instagram is Shifting Focus from Likes to Comments

Instagram has always been the social media platform to share your picture-perfect moments, with perfectly curated feeds, aesthetically pleasing story highlights etc. The success of content was measured with the number of likes, whether it be for a feed post or a story post. We all remember the photo of an egg that took the internet by storm generating over 60 million likes – that’s more than any photo posted by the Kardashians! 

So why is Instagram suddenly prioritizing comments over likes? 

1. Tiktok’s Influence  

Tiktok is the fastest growing social media platform right now and every other platform is trying to keep up. Why else did Instagram, Youtube, and Snapchat introduce short form video content? 

TikTok not only gained popularity through short form video consumption but also through meaningful conversations. Tiktok encourages users to engage with content through comments, stitches, and duets as opposed to likes. Their success with creating a dynamic and interactive community is influencing how other social media platforms such as Instagram approach user engagement.  

2. Encourage Longer User Sessions

This new update will encourage users to publish content that sparks conversation rather than just collecting likes. As a result, users are likely to spend more time reading comments and thinking about their responses which will increase user sessions and engagements. This will also encourage ongoing engagements, with users coming  back to posts to reply to comments and have back-and-forth conversations as opposed to just a one time interaction with each post. Through these conversations, users can also discover other accounts and explore new perspectives which will also keep them engaged longer. 

Lastly, users will comment on topics which they find relevant and the Instagram algorithm can take that into account when creating their feed and explore page to further extend user sessions on the platform. 

3. Instagram’s Vision for creating the ultimate platform 

Instagram wants to be the ultimate all-in-one platform where both visual content and meaningful conversations can thrive. Instagram currently exists as a visual platform, focused heavily on the aesthetics however, they realize this is not enough to maintain user engagement.

This dual focus will help Instagram stay relevant and appealing in an increasingly competitive social media landscape, positioning itself as a leader in both visual inspiration and community engagement.

How to Align Your Social Media Strategy with Instagram’s New Update

With every new update, it’s essential to review and adjust your social media strategy to align with the latest content that Instagram’s algorithm favors. This recent change is aimed at shifting user behavior by encouraging more meaningful conversations on the platform. As a result, Instagram is likely to prioritize and promote content that fosters these types of interactions. 

Below are a few ways you can encourage more engagement on your posts.

1. Create Engaging Content 

Focus on producing content that naturally encourages comments and discussions. This includes asking thought-provoking questions, sharing opinion pieces, or posting relatable content which people are likely to have an opinion about. Your goal should be to create a dialogue as opposed to just accumulating likes. 

2. Use Engaging Call to Actions

Language is key to engagement on social media. Incorporate phrases such as “tag someone” or “leave a comment below” or “send this to someone” into your posts and captions to encourage users to leave comments and share your content. 

There are tools such as ManyChat which allow you to automatically DM someone who comments a specific word on your post. We have seen brands use this to share discount codes and freebies with their followers.

3. Respond to Comments 

The easiest way to encourage conversations is to respond to comments in a way that encourages further engagement. When you reply to a comment, don’t just acknowledge it—take the opportunity to keep the conversation going by asking a follow-up question. For example, if someone comments on a post saying they love your product, you could respond with, “Thank you! What’s your favorite feature?”

4. Host Contest and Giveaways

Everyone loves freebies! Giveaways and contests are fantastic ways to incentivize users to follow your account, leave comments, and tag their friends. This strategy not only boosts engagement but also broadens your reach, introducing your content to new audiences and potential followers.

Partner with GlobeSign 

As social media experts, it’s our responsibility to stay ahead in the fast-paced world of digital marketing, which means keeping up with the latest updates and trends. At GlobeSign, we understand that the digital landscape is constantly evolving, with platforms like Instagram regularly rolling out new features and algorithm changes. 

By partnering with GlobeSign, you gain access to a team of professionals who are always on the cutting edge of these changes. We continuously monitor the digital marketing environment to ensure that our strategies align with the latest developments.

Don’t get left behind—contact us today to stay ahead in the ever-evolving digital landscape!

Author: Naashia Razakazee