Lizzie has several years of experience working with content creation and management. She achieved a BA (Hons) in English Literature from the University of Birmingham, before developing a career in PR and comms.

A Guide to Instagram’s Plans and Priorities for 2022

For many of us Instagram is a place to share our latest selfies, photos of our pets and the killer brunch we devoured last weekend. If you’re using the content sharing app for business though, your approach takes a little more consideration.

The Instagram algorithm (the way the app decides which content is presented to users) is constantly changing and the best users and accounts adapt their own strategy to match it.

Luckily for us, we’ve already got some idea of what Instagram has in store for 2022 after platform head Adam Mosseri announced this year’s key priorities for Instagram back in December.

So, what did he reveal and what should we be focusing on this year?

Double Down on Video Content

It seemed to some that Instagram’s 2021 strategy was to copy everything that TikTok did. Now the main platform for young people to connect, TikTok’s short and snappy videos have influenced Instagram’s own video capabilities.

Longer-form videos (IGTV’s) have been moved to the main feed to make way for a dedicated space for shorter and more “scrollable” videos.

In his announcement, Mosseri admitted that Instagram is no longer just a photo-sharing app and that the accounts that are likely to be pushed by the algorithm are those who are prioritising short-form reel videos.

If you haven’t dipped your toe into creating reels on your account yet, then 2022 has to be the year that you start – if you don’t want to get left behind, that is!

More User Control

Alongside videos, Instagram’s other key focus for 2022 is giving users more control than ever before on the content they see in their feeds.

The move towards more user control has already begun with Instagram providing the opportunity to hide likes, filter out sensitive content from your explore page and hide certain words in direct messages.

The big change for this year, however, is that Instagram is set to give users the chance to decide for themselves how the Instagram algorithm works for their own feed.

Users will be able to decide between a chronological feed where they will be presented with the most recent posts, a favourites feed which will include content from the accounts they regularly engage with, or an algorithm-led feed which will use various features of Instagram’s existing algorithm to present users with content.

This focus on control is Instagram’s key step in supporting the welfare of its users as social media platforms come under more pressure and criticism for exposing vulnerable users to triggering content.

Increased Income Opportunities

Instagram influencers have been around for a while now and when used correctly they can have a major impact on increasing awareness and sales for your brand.

Luckily, Instagram themselves have recognised how crucial they are to the platform’s success and have promised new monetising features for creators this year. So, how does this impact you?

Instagram is only as good as its content, so the more quality creators they can keep on the platform, the more chance you have of utilising that content for your own brand.

Good creators also have a strong and engaged following which can do wonders for your marketing strategy if they promote your brand.

Make use of everything

The key trick to Instagram success in 2022 is to still make use of everything the platform offers you.

Instagram has always favoured the accounts that use all of its features, from standard grid-posts to reels, stories, guides and polls.

With so many features available, and more likely to be added this year, it’s hard to keep up. This is where having a solid Instagram strategy becomes essential.

Take some time to analyse which types of content perform the best for your target audience. If your audience isn’t interested in guides, for example, then there’s no point putting all of your time and effort into creating them.

Similarly, if your target audience responds well to reels then you’d be a fool to not push these to the top of your content plans.

How Social Chameleon Can Help?

Here at Social Chameleon, our team of industry experts know how important it is to stay on top of all the latest news and updates if you want your Instagram strategy to be a success.

We also know, however, that when you’re running a busy business, Instagram isn’t always going to be your top priority. That’s where we come in.

With over seven years’ experience, our team knows the digital marketing landscape like the back of our hands, and can ensure that your Instagram strategy hits just the right note.

To find out more about the ways we can work together, get in touch via or by filling out the enquiry form on our contact page.

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