Head of Instagram says Instagram is no longer a photo sharing app

It’s official: Instagram is focusing on becoming like TikTok.

According to CEO Adam Mosseri, Instagram is no longer a photo sharing app. In a video posted to his Instagram and Twitter accounts, Mosseri said the company will experiment with new features inspired by competitors like Tik Tok and YouTube.

Over the next 6 months, Instagram will focus specifically on:

1. Creators
2. Video
3. Shopping
4. Messaging

Instead of a photo sharing app, Instagram now wants to be seen as the source for entertainment through video, and may show you videos from accounts you don’t follow while it’s figuring things out.

It should come as no surprise that Instagram wants you to spend more time on their app. And videos are indeed entertaining.

And yet…I wonder why the app never improved its photography features (ahem, how about some better editing options within Instagram itself?).

Instead, they seem to “borrow” features from other apps as a way to stay relevant (notice how Reels are a common space for recycled Tik Toks?). Not to mention, pushing Facebook features like messaging that haven’t exactly been requested.

But here we are. As social media platforms mature, they usually evolve from fun and sharing to pay-to-play and pivoting just for the sake of newness.

So now that we’re caught up, let’s now wallow in self pity.

While all of these Instagram changes are frustrating, what’s a small business owner to do?

Let’s be honest, many entrepreneurs, small business owners, and restaurant operators rely on social media to drive sales—especially after the surge in digital communications in 2020.

Many users, myself included, have been frustrated with the changing algorithms, the steep decline in reach, the endless new features to master. Now with a declarative push to video, what should you do?

Instead of deleting your Instagram app, rearrange your priorities when it comes to digital marketing.

Marketing Priority 1: Website

If you build your entire marketing and sales efforts on social media, you’re building a house on borrowed land.

Instagram should be a part of your digital marketing efforts, but we have no control over the algorithm or external hacks. And ultimately, we have no access to our followers’ contact informaton. That’s why creating a solid website is so important.

Not sure where to get started?

Reach out to your cloud-based POS system. Many POS systems now have website services or can at least create a bare bones “website” for online ordering.

For more design features, try restaurant templates from Squarespace or Wix, then upgrade to WordPress if you’re willing to go through more of a learning curve for extra control, features, and analytics. If you’re not a DIY person, you can work with a freelance web developer or check out a service like BentoBox.

Marketing Priority 2: Loyalty programs

In its January 2021 “Delivering on Restaurant Rewards” report, Paytronix noted that members of loyalty programs spent more than twice as much on takeout as did those who were not members of loyalty programs.

Plus, the average rewards member who sat down at restaurants in 2020 spent $167 per month on food eaten on-site, which is 92% more than non-rewards program members at the same sites. 

Regardless of whether your bakery has seating, breakfast, coffee or not, the main considerations for loyalty programs are that they are digital, easy to use, and offer incentives for customers to join.

As a restaurant operator, you’ll have access to customer data and can directly communicate offers through an app, email or text message.

Check out articles from Fivestars and Upserve for more info on loyalty programs.

Marketing Priority 3: Customer feedback

It’s always more expensive to acquire new customers than it is to retain the ones you have. Use a guest feedback service like Ovation or simply email your customers to hear their thoughts.

Marketing Priority 4: Online listings

Are you keeping all of your business listings up to date? The more consistent you are across platforms like Google My Business, Yelp, Trip Advisor, third party delivery, and your website, the more search engines will reward you by showing up on page 1.

Marketing Priority 5: Email newsletters

I get it, email marketing can be intimidating. What do you say? How often do you email your subscribers?

Remember, if someone subscribes to your newsletter, they’re giving you permission to market to them. Tell them why you created the restaurant or started baking in the first place. Then show subscribers what’s in it for them to continue reading.

Share upcoming limited-time menus, exclusive news and discounts, and what’s going on in the community.

Don’t overthink this one. And don’t waste all the emails you collected with online ordering in 2020!

Okay, cool. But what do I do about Instagram?

Instagram’s announcement doesn’t mean that photos and static posts are going away. But if you want to continue using the app successfully, that means you shouldn’t put all of your eggs in one basket. Try these tips…

• Don’t post all videos or all photos. Post a combination of video (Reels/IGTV series/Stories/Lives), static photo posts, and photo carousels. Watch this Instagram Video Strategy from Social Media Examiner for more info.
• Invest in the latest smartphone or opt for a previously owned DSLR camera. I personally use a Sony mirrorless camera because it’s lightweight and connects wirelessly with my phone.
• Try these easy Reels ideas for restaurants:

• Consider setting up Instagram shopping for your bakery or restaurant. Download my free ebook, The Experts’ Guide to Converting Followers Into Orders, co-written by Rev Ciancio, to get started.
• Delegate or outsource! Find someone who likes capturing, editing, and posting social media content. Your energy is better spent making your delicious food and improving operations.