In February 2024, Instagram and Threads, two social media platforms owned by Meta, announced they “won’t proactively recommend content about politics on recommendation surfaces across.” Many users were surprised to see this turned on by default earlier this month.
Here's what you need to know about this change and how it impacts your political content strategy.
Does This Mean My Existing Followers Won’t See My Posts?
No. According to Instagram, if a user follows an account that posts political content, they won’t limit its reach, but it won’t recommend your account to users that don’t already follow you.
Your existing followers will still see your posts in their feed as usual.
Will Instagram Recommend My Content That’s Not About Politics?
No. If your account posts political content at all, which Instagram describes as being related to laws, elections or social topics, it will not be eligible for recommendation. You can check your Account Status to learn whether or not your account is considered political.
If you want to be recommended, you’ll need to edit or remove posts related to politics or stop posting political content for an unspecified period of time.
Can Users Edit This Setting?
Yes. Users that still wish to see political content recommendations can turn on the setting in their preferences. However, the default setting will be to limit political content recommendations.
What Parts Of The App Does This Include?
By default, political content won't appear in Explore, Reels, In-Feed Recommendations and Suggested Users. This means that users who don't follow your account are unlikely to discover your content through these features.
What Can I Do About This?
Despite these limitations, there are still ways to grow your Instagram following and reach new audiences with your political content:
- Continue to cross promote your Instagram account on other social media and digital channels like email. Encourage your supporters on other platforms to follow you on Instagram.
- When you're out on the campaign trail and snapping photos with voters, hand them a business card with your Instagram handle and ask them to tag you. This can help you gain new followers who are interested in your campaign.
- You can also pay to promote your posts on Instagram to grow your organic following. While this requires a budget, it can be an effective way to reach new users who are interested in your content.
Conclusion
Instagram's decision to limit the organic reach of political content presents new challenges for campaigns and advocacy organizations. However, by focusing on engaging your existing followers, cross-promoting your account, and using paid promotion strategically, you can still make Instagram an important part of your digital strategy.
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