The Secrets of Instagram Growth-Hacking

Mr. Jackson said that a “large global team supports our partners in a variety of verticals,” doing similar sorts of outreach across Instagram, but did not disclose how many people work on this team, or how many similar meetings are held during any given period of time. Ms. Reichenbach was told she got the meeting because this team noticed some of her successful Reels. “Very popular” Instagrammers, Ms. Jackson said, might have “high-touch” relationships with company representatives.

“This isn’t a secret,” Mr. Williams said. “This is the same type of thing that we talk about to our broad open presentations” at influencer events such as VidCon. In bits and pieces, for different audiences, the information in Ms. Reichenbach’s post had been shared and intuited before.

Mr. Williams took issue, however, with some of the responses.

In particular, he pushed back against the idea that Instagram was punishing users who didn’t engage with its newest feature. “There’s no penalty for not using Reels,” he said. “Broadly speaking, this is an Instagram best practices sort of thing.” A representative later added: “Other content is not being downranked in service of content on Reels.”

Like most social platforms, Instagram’s app has never been shy about its priorities. In the beginning, social platforms tend to be blunt about what matters, minting new currencies with likes or shares, comments or reposts, followers or reach. As social platforms mature, becoming both more crowded and more important in some users’ lives, growth can become more difficult to sustain. Competition is greater. User preferences change. The platforms themselves change as they please, leaving longtime users scrambling to find their footing again.

Currently, Reels are front and center. And like the Snapchat-inspired Stories, this new feature conscripts users into a battle more Instagram’s than their own. (This time against TikTok.)

There is also a hint of déjà vu in Instagram’s broadening outreach. In the mid-2010s, Instagram’s parent company Facebook was scheduling similar meetings with low-tier partners, offering advice about how to get ahead at a time when success on the platform was seen by many brands and publishers as valuable and necessary.

All countries
195,294,055
Total confirmed cases
Updated on July 26, 2021 11:42 pm
Italy
4,320,530
Total confirmed cases
Updated on July 26, 2021 11:42 pm
Spain
4,342,054
Total confirmed cases
Updated on July 26, 2021 11:42 pm
Iran
3,723,246
Total confirmed cases
Updated on July 26, 2021 11:42 pm
Germany
3,764,419
Total confirmed cases
Updated on July 26, 2021 11:42 pm

Latest Updates

Without Backpackers to Pick Them, Crops Rot by the Ton in Australia

SHEPPARTON, Australia — Peter Hall ran a hand over the Gala apples sitting in a wooden crate on his orchard in southeastern Australia, lamenting...

U.S. Will Have Enough COVID-19 Vaccines for All Adults by End of May, Biden Says

You have reached your limit of 4 free articles. Get unlimited access to TIME.com.99¢ for the first month Subscribe Now You have...

Biden Vows Enough Vaccine ‘for Every Adult American’ by End of May

But Johnson & Johnson and its partners fell behind in their manufacturing. The company was supposed to deliver its first 37 million doses by...

Popular Articles

Without Backpackers to Pick Them, Crops Rot by the Ton in Australia

SHEPPARTON, Australia — Peter Hall ran a hand over the Gala apples sitting in a wooden crate on his orchard in southeastern Australia, lamenting...

U.S. Will Have Enough COVID-19 Vaccines for All Adults by End of May, Biden Says

You have reached your limit of 4 free articles. Get unlimited access to TIME.com.99¢ for the first month Subscribe Now You have...

Biden Vows Enough Vaccine ‘for Every Adult American’ by End of May

But Johnson & Johnson and its partners fell behind in their manufacturing. The company was supposed to deliver its first 37 million doses by...

Twitch gamer Sodapoppin quits fake GTA jobs because they’re too hard

Sometimes being a fake fast-food restaurant manager can be as taxing as being a real one. This is especially true when you also have pretend...

Sarkozy says could take corruption appeal to European human rights court

France's former president Nicolas Sarkozy said Tuesday that he might consider taking his appeal against a corruption conviction to the European Court of...

Where Biden’s Foreign Policy Is Taking the U.S.

One day before the administration announced its decision on Saudi Arabia, Biden gave the first major indication of his presidency that he would be...

Interviews