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<p>Since the beginning of time (a.k.a. the introduction of social media as we know it), we have been trained to view web postings from our friends in a certain orderly fashion. Refresh the top of your various feeds, and you will see the latest news at the top. The further back you scroll, the older the material gets.</p><div>&nbsp;</div><div><span style="">But with more than 400 million monthly users and growing (brands included), Instagram, like so many other online networks, is trying to find a better way to deal with the sheer amount of content flowing through their network on a minute-by-minute basis. On March 15, Instagram announced that they have decided to shift away from a chronological timeline in favor of an algorithmically determined churn of posts that will allegedly appeal to a given user&#8217;s preferences and sensibilities.</span></div><div>&nbsp;</div><div><span style="">&#8220;On average, people miss about 70 percent of the posts in their Instagram feed,&#8221; said Kevin Systrom, co-founder and chief executive of Instagram, in an interview with <a href="http://www.nytimes.com/2016/03/16/technology/instagram-feed.html?_r=0&utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-death-of-organic-social-media-3998" target="_blank" rel="nofollow" target="_blank">New York Times</a>. &#8220;What this is about is making sure that the 30 percent you see is the best 30 percent possible.&#8221;</span></div><div>&nbsp;</div><div><span style="">Some are calling the move the &#8220;death of organic social media.&#8221; But what does this mean for franchises that rely on the platform to promote and expose their brand? It&#8217;s not yet clear how Instagram will prioritize which posts get pushed into news feeds other than that they&#8217;ll be based on users&#8217; interests and will likely incentivize brands to run posts as ads.</span></div><div>&nbsp;</div><div><span style="">&#8220;Increasingly, we&#8217;re telling our clients, &#8216;If you&#8217;re not going to put money behind promoting your content, organic engagement is a real tough thing to produce sustainably,&#8221; said Kyle Bunch, managing director of social at R/GA, in an interview with <a href="http://www.adweek.com/news/technology/what-instagrams-new-algorithm-could-mean-agencies-and-brands-170243?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-death-of-organic-social-media-3998" target="_blank" rel="nofollow" target="_blank">Ad Week</a>.</span></div><div>&nbsp;</div><div><span style="">Other experts believe this change will force brands to be a little more thoughtful about the content they push out.</span></div><div>&nbsp;</div><div><span style="">&#8220;While likes and comments have always been a metric for sponsored content, engagement will now push views and resulting impressions in a way it never has before. Influencers will need truly engaged followers to build and guarantee awareness&#8212;a large audience is not merely enough. In addition, greater incentive will be placed on acquiring likes and comments through direct calls to action, such as tagging a friend, like-it-to-own it and double-click for more information. Time will tell how the new model affects user engagement with sponsored content, as well as its ratio to brand advertisements,&#8221; said Tracie Nall, community manager at Sway Group Agency, <a href="http://www.adweek.com/socialtimes/brands-fear-instagram-feed-algorithm/636051?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-death-of-organic-social-media-3998" target="_blank" rel="nofollow" target="_blank">SocialTimes</a>.</span></div>

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Instagram is shifting from a chronological feed to algorithmically determined posts. What does this mean for brands?  

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The Death of Organic Social Media?   

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