Instagram’s transformation from a simple photo-sharing platform to a complex ecosystem driven by artificial intelligence (AI) is redefining user behavior and, according to market analysis, the priority of communication success metrics.
The old man layoutwhich prioritized posts in chronological order, was replaced by a system based on retention and content suggestions. The result of this shift, intensified since Target’s 2023 updates, is that engagement has migrated from the public space to the private environment of direct messages (DM). Even if all indicators continue to be monitored, their strategic weight has changed.
The current algorithm, equipped with AI mechanisms, is able to quickly understand what captures the individual’s attention. This means that while traditionally listed metrics, according to market analytics like Serasa Experian, like likes, comments, unique views, reach and interactions, continue to be monitored, actions that demonstrate deeper content resonance, like saves and direct shares, gain greater weight for the system.
According to creative director Julay Barretti, of Agência BAOBÁ, this new scenario reflects a more intimate communication model: “Instead of commenting in public, the user chooses to share the posts directly via DM with friends and family.” The professional affirms that this reversal of priorities requires an update in the way marketing and communication professionals analyze the situation. performance of your campaigns. The focus is therefore on the indicators that signal value to the algorithm.
The tendency to favor sharing rather than comments is confirmed by market experts. “Throughout the year, we noticed that user behavior has changed. When tracking the metrics report, one thing is common: the user is not leaving as many comments as a few years ago, favoring private submissions,” explains Julay Barretti. The creative director explains that active engagement, which requires more effort (like saving and sharing) than passive engagement (like or watch), appears to be the main currency on the platform. The professional clarifies that, for AI algorithms, a save or share represents a high intention of future consumption, or a valuable recommendation, which reinforces retention and genuine interest.
Faced with this panorama, market analysis suggests that, to thrive in this digital environment, communications professionals monitor pool complete set of measures. However, strategic direction begins to be calibrated, as retention metrics, such as sharing and saving, demonstrate a greater correlation with business success. performance digital. The goal is to produce utilitarian, informative or emotionally relevant content to generate higher value interaction.
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