This episode unpacks Instagram's algorithm and content strategy, specifically for wedding videographers.
Instagram's algorithm has shifted from follower-based to interest-based, driven by competition with TikTok.
The platform prioritizes content that keeps users engaged longer, often favoring short-form video.
The hosts emphasize the importance of using short teasers for advertising and drawing new audiences.
Longer highlight films are better suited for platforms like YouTube, where users seek specific, in-depth content.
The discussion suggests a mindset shift for content creators: adapt to the platform's focus or explore alternative marketing avenues like blogging or paid advertising.
The hosts also announce the launch of a new Facebook Group for "That Wedding Videographer Podcast" for community engagement and guest questions.
Two podcasters discussing Instagram's algorithm and content strategy
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00:01:00
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Unpacking Andrew Kier's Instagram and Personal Branding Workshop [0:32]
Danny and Jase discussing the Andrew Kier workshop
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00:03:40
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Jase attended a sold-out workshop by Andrew Kier focusing on Instagram and personal branding.
The workshop emphasized the theory behind using Instagram for marketing rather than just selling.
It focused on connecting with people and understanding engagement drivers, moving beyond generic sales pitches.
Jase found the workshop inspiring for his own brand strategy.
The Evolution of Instagram's Algorithm and Content Strategy [5:00]
Jase discusses the general confusion surrounding Instagram's algorithm, noting that no one fully understands its exact workings.
He believes there is a logic to observing what succeeds and what fails to infer how the algorithm operates.
Danny notes that people use Instagram in different ways and have varying expectations.
He primarily uses it for short teasers and highlight films, leveraging stories for personal connection with followers.
Danny admits to underutilizing Instagram and YouTube for educational content but plans to increase focus on gear and software reviews.
He highlights a common frustration among users who feel Instagram "owes" them views, rather than analyzing content for better engagement (e.g., hooks).
The Shift from Photo Sharing to Video Dominance [8:18]
Jase explains that Instagram, initially a photo-sharing app, adapted to the rise of TikTok's video popularity.
TikTok succeeded by showing users videos they "wanted to see," using an interest-based algorithm that kept users engaged longer.
Meta (Instagram's parent company) copied this model, launching Reels.
Initially, Reels used a follower-based model, which led to higher reach for some creators.
The shift to an interest-based algorithm was driven by Meta's business goal: to keep eyeballs on the app longer to serve more advertisements and generate revenue.
The "Cake Shop" Analogy for Algorithm Prioritization [10:41]
Jase uses an analogy of a cake shop to explain Meta's content prioritization.
If chocolate muffins (engaging content) sell quickly and strawberry tarts (less engaging content) don't, the shop will prioritize selling more muffins, even if the tart maker loves their product.
This illustrates that Meta rewards content that keeps users on the app, regardless of the creator's personal attachment to it.
Ultimately, the audience dictates what content gets seen, not Meta's internal decisions.
Optimizing Content for Different Platforms [13:00]
Danny acknowledges that Instagram is not designed for long-form video content like 4-5 minute highlight films, which often receive messages about limited reach.
He views short teasers and reels as primary advertising tools to attract new audiences.
The highlight films on his Instagram serve as a portfolio for interested clients who are already on the page.
He enjoys creating teasers because of their fast-paced nature, allowing for impactful shots without a lengthy narrative.
Instagram offers "free marketing," making it beneficial to adapt to its short-form focus.
YouTube's Suitability for Long-Form Content [17:21]
Jase highlights that YouTube is the ideal platform for longer films, where titles can be optimized for specific venues and locations.
This allows potential clients searching for wedding videography in particular locations to discover their work.
Longer videos on YouTube serve a "nurturing" purpose, deepening client interest after an initial "glimpse" of work.
Adapting to User Behavior and Platform Focus [17:34]
The hosts emphasize thinking about how users interact with each app.
Instagram and TikTok are often used for quick "time-killing" moments (e.g., on the toilet, between tasks), making short-form content effective due to low time investment.
Facebook, however, sometimes hooks users into watching longer videos.
If creators are unwilling to adapt to Instagram's short-form content demands, they should explore other avenues like blogging or paid advertising, which offer different engagement models.
The hosts announce a new Facebook Group for "That Wedding Videographer Podcast" to foster community and allow listeners to submit questions for guests.
Discord was unsuccessful, as Facebook groups are where the target audience (videographers) are most active.
Upcoming guests include Ricardo Fis and Jeff Wood, who will provide an update on his year of shooting weddings on iPhones and discuss the British Wedding Film Festival.
The hosts plan future initiatives to highlight exciting videography and support creators pushing boundaries in the industry.
