Double-tapping an Instagram photo still illuminates a red heart below it to show a user’s approval, but the social media giant piloted a change for Canadian accounts in early May where it removed the total number of likes previously visible under the photo.It’s been three months since Instagram removed “like” totals for Canadian users, and the change is causing small-business owners and managers to rethink how they reach potential customers on the social network.
The decline could be because people may be less inclined to tap the heart button without a gauge of how many other users have already done so, according to digital-marketing strategist and keynote speaker Dani Gagnon. Fewer likes could give posts less momentum to show up in followers’ feeds. Ms. Samuel thinks Instagram removing likes could be part of a broader shift intended to reduce organic, or unpaid, reach by business posts in order to encourage more spending on paid ads through the platform.That would follow its owner Facebook’s lead, she said. When Ms. Samuel was a teenager with a wedding photography businesses, she was able to expand it and get new clients for free by posting on Facebook.
For example, one recent post explains why buying biodegradable packaging isn’t always a good investment if your city doesn’t accept polylactic acid plastics.“We think of Instagram as an alternative to a newsletter,” she said., said using Instagram to talk to clients in a direct message, or answer their questions in the comments, rather than to push products at them is what keeps their page popular.
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