Instagram: Then and Now

Instagram 1

I actually don’t think there is a more productive way to spend my Saturday than by protecting my industry and speaking up for it with this blog post. I have been over on Instagram stories for the last few days talking about Instagram, and how the platform has completely changed, for the negative, over the last few months. The conversation all started when I visited an Influencer profile and noticed a huge bump in followers – this influencer was someone I genuinely liked, worked with on behalf of my clients, and had built a relationship with. I had been sure they were genuine. I was blown away by what I saw when I did some digging and was beside myself. I started chatting on Instagram stories, and here we are now…

This blogging and Instagram world is an industry that is a brand new one. We are first generation. It’s grassroots, and it’s been built by women who have worked hard to make something out of nothing. It’s absolutely INSPIRING to be part of it, and to have helped create a true groundbreaking industry that pays the bills for so many women and supports families. This is personal to me. As a content creator AND a marketing business owner, this is my entire life. I love it, and I’ll protect it. If you’re not part of this industry, it may be hard to understand what all the fuss is about, however, I have many friends who aren’t part of it, and are equally fascinated. This post might be for you!

After I started chatting, I’ve received so many comments on Instagram from other influencers, new bloggers, business owners etc. that have been feeling SO discouraged by Instagram, what they are seeing, their growth, and don’t understand why peers are growing, yet they are not. What are they doing wrong, and why can’t they seem to stand out? Well, we’re about the get into it! Before we do though, I want to say that this is my personal opinion and I am not here to hurt anyone – I’m sharing my ideas to get the conversation started. If you message me and ask who these people are, I won’t be able to tell you. I am not here to name and shame anyone, but to discuss this as a whole, and because I care, to help get this industry back to where it was. There is plenty I don’t know, but I want to share my feelings with you here, on my personal blog. I encourage constructive conversation on this, and while I know this is a hot button topic, won’t tolerate anything less.

I’ve started a hashtag on Insta just to connect this conversation, so if you want to use it, it’s #takingbackinsta

Where Instagram Started

I joined Instagram back when it first started, and Instagram filters and frames were all the rage and was used for real “instant” moments (hence the name, imagine that!), I loved finding new accounts, likeminded people, and eventually began to grow a community. I have made so many lifelong friends and have built a successful business thanks in part to this platform. As it picked up steam and evolved, it became a powerful communication tool to share your creativity, hone in on your photography skills, and again, form and enjoy a community. I started to get more into styling, photography, and I founded Sparkle Media (in 2013!). Instagram became a crucial tool for brands and I worked with them to grow their brand and following, all while growing my own. Communicating with people offline, collaborating, creating genuine relationships, supporting others, creating content, honing my brand visuals, and working hard at it were how I established my account. Back then, in the heydays of Instagram, the newsfeed was chronological, everyone had a fair shot, and a following grew quickly. Sponsorships weren’t even a thing, and bloggers did it for the love of blogging. The word “Influencer” didn’t exist for goodness sake – ok, am I dating myself here?! Instgaram is out to make money, and their new changes are reflective of that trajectory. They are a free to use platform and do not owe us anything. However, I do hope that they listen to feedback and make some positive changes.

What is an ‘Influencer’?

An influencer is a person or brand that influences someone else’s opinion about a person, place, product or thing. True influence cannot be bought. It’s earned through trust. It’s earned through authenticity. You cannot fake this. Influence is a powerful thing that can afford many opportunities. It is gained over time and takes hard work to achieve. There was a recent article in Fortune Magazine about Sophie Turner (Game of Thrones’) winning an acting gig because she had more social followers, and would therefore bring more notoriety to a film. That says it ALL and it happens a lot. Following counts and it affords many opportunities.

Fast forward to now, and it’s become its own beast. Some influencers are making five, six and seven figures (get it!), some are just trying to gain any sort of following they can, and businesses are trying to use Instagram to get off the ground by establishing a following. Others are using it to find out about new products, make friends, and form community. Sponsorships (you’ve seen plenty of these in your feed and are usually marked with an #sp #ad #partner or combination of) are a big part of how influencers are making money, and I thought it would be important to define this since this is at the basis of why anyone would fake a following – money, of course! SO…

What is a Sponsorship?

A sponsorship is when a brand pays an “influencer” to promote a brand, product, or service. This is one of the ways influencers make money and it’s a very valid business. Influencers who have built a true following are well worth the marketing investment for brands, and they provide HUGE value. You have probably seen plenty of sponsored posts in your feed. This helps brands gain exposure, gives them a great piece of visual content to use, and hopefully eventually converts to sales for them (although with any marketing or PR effort, sales should never be guaranteed. Someone may see the endorsement and buy now, or buy later. It’s all about the brand value and alignment between a brand and influencer). This may include content creation, a post on their Instagram feed, blog post, Instagram story etc. I have had several of these myself, and am extremely choosy with who I partner with since it has to be authentic to who I am and what I would buy myself. If I would give it to my mom, sister, or best friend, that’s a pretty good meter stick for if I’ll promote to my following. The brand will often track metrics from these campaigns to measure the return on investment or ROI, and/or will ask the influencer to provide stats after a sponsorship campaign.

SO, what is stunting influencer Instagram follower growth and engagement?

If you’re a blogger, Instagrammer or Influencer yourself, chances are you’ve noticed that it’s almost impossible to see any movement in your growth or engagement. This is happening thanks to a few factors: algorithm changes, business profiles and app fatigue being the main ones. So…

Algorithm Changes

Hard work is no longer rewarded – it used to be that content is king. If you had solid content, and solid above board growth strategy, you would gain followers. However, with the new algorithm, it’s impossible to keep your content visible the same way it used to be. Many accounts are losing followers, even well established accounts with a real following have been seeing huge declines.

How does the new Instagram algorithm work?

Instagram only shows you accounts it thinks you want to see. The Instagram feed used to be chronological, but now, Instagram only shows you content they think you want to see. This is based on past likes (accounts you engage with), images that have a huge burst of engagement when they are first posted (Instagram then thinks this is a popular image and therefore more people should see – how silly is this). The same goes for the explore feed. The images you see here are based on who people you follow or interact with.

This is why comment pods are a HUGE strategy in the Instagram game. More on this, below.

Business Account vs. Personal Account

Instagram is owned by Facebook, and we all know how much of FB business model is about advertising. Instagram has recently implemented two different types of accounts – personal, and business. The business account gives you access to powerful stats (insights) like impressions, likes, comments, reach, follower geography and a contact button (and a swipe up link in stories if you’re over a certain amount of followers) in hopes of wooing those using personal profiles to switch over to a business account. Why you ask?

A) you must have a corresponding FB profile to start an Instagram business page (double the signups for FB)

B) Business pages receive less visibility in the algorithm, which will eventually force people to pay for placement in people’s feeds.

App Fatigue

Instagram has had its heyday and people are not as fast to follow someone new; they are happy with who they follow, and are probably using the app less than they used to at its height. Just based on this, followership will not grow as quickly as it used to.

There are grey area ways to boost your growth (survival of the fittest, or sketchy? These are done at your own discretion)…

Hiring Services to Engage in a Negative Way

There are many services you can hire to automate certain negative practices such as following and unfollowing accounts (to get an account to follow you back, only to unfollow the shortly after), and liking images (this is automated, so the images these services usually like are extremely low brow) in hopes of getting likes and follows back. This exists, and I’ve seen SO many people partaking in this. I have gotten many emails from services who will do this for you at a low cost – many people do this in order to secure a bigger following, but the followers are not of quality. You can see accounts you follow that are doing this by simply going to your LIKE feed, swiping right to the “Following” tab. Voila, you can see everyone’s activity and probably some shady behaviour.

Comment Pods

What are comment pods? They are groups of people who band together in private text or Facebook groups – when one person in the group posts a photo, they notify others in the group, and the members of the group go and comment on the photo to boost engagement. When the engagement is boosted, Instagram shows the content to more people, and the ball gets rolling. Many people are members of MULTIPLE groups, so you’ll see a huge number of comments on their images, none of which are truly genuine. Why does this matter? Because brands sponsor accounts who not only have lots of followers, but they also take engagement rates into account. So say an account has 5000 followers, and gets 500 likes on a photo and 50 comments… that seems like a huge engagement rate (FYI, many authentic accounts see a 1% – 5% engagement rate and engagement has dipped significantly thanks to the algorithm change) but these are likes and comments are all from friends, family and comment pods. Thus, any brand that sponsors this account will probably not see a true ROI.

Loop Giveaways

Chances are, you’ve seen a million of these in your feed and maybe have either partaken as an influencer, brand or have entered one. A group of Instagrammers band together to pitch money towards one big prize (usually something on-trend like a MacBook, or a new Gucci purse) to giveaway. The thinking behind this is that you are tapping into 10+ fellow Instagrammers following, and in order to enter the giveaway the user must follow each account, and the Instagrammers numbers jump based on how many entries the giveaway receive – entry rules are different for everyone, but usually include that the entrant must follow, like the post, and comment on the post. Depending on the reach of each Instagrammer on board, this can result in big follower growth 200 – thousands of new followers. Here’s where it gets tricky… often times the quality of the followers are low. They are accounts that participate in tons of these just to win, and then immediately unfollow, they are accounts from foreign countries who aren’t ever going to participate in the Instagrammers account (go take a look at the comments on any loop giveaway to see what I mean), OR the Instagrammer makes a huge follower buy at the same time, justifying the growth of their account as the loop giveaway. More on this, below.


How are some users faking a following and likes?

This is the million (literally) dollar question. People have been buying for years, but they are more sophisticated now. Fake followers used to be easy to spot. They had a weird handle, zero pictures and a following count of thousands. To spot them in an Influencers following, you’d see a huge batch in a row. People used to buy followers, but they didn’t have a sensible number of photo likes to line up with their follower numbers, so it was pretty easy to spot.

These days, you can buy followers, likes to accompany them, and even fake comments (plus, combined with comment pods, things can look pretty real if you don’t know what you’re looking for). Now, there are SO many different companies offering this service that the accounts are tougher to call out. It’s much more difficult to know what these fake accounts look like. People are also buying in smaller and more consistent batches, which tricks the system, because if you look at data and graphs, the following looks like it could line up with a mention on a larger account, a giveaway or a big promo push.

Check the Data

Social Blade is an extremely useful tool to check out a growth pattern, and there are several ways to interpret the data.

First of all, ignore the health grade. That has no true meaning.

Secondly, look at the date by date Instagram stats summary – mine will show that I only gain and average of 13 per day for a monthly average of 390. Most days, I am losing small amounts of followers, as are MANY others in my space (thanks again, Instagram algorithm!). Fishy stats will show HUGE growth on certain days. I promise you that NO ONE is gaining 15K followers in one day, loop giveaway or not. My suspicion is that they do a huge follower buy over the same period as the giveaway to make it seem as if it’s from the loop. Sad thing is that multiple users are buying together so that they mirror the same growth and it collectively covers their butts should anyone dig deeper. I never agree with wrongfully ‘accusing’ anyone of anything, so please make sure you always cross reference their spikes by looking at through their followers, spotting the fake accounts and likes on individual posts. Data + common sense = power. I do not know if fake followers count as a positive towards Instagram’s automated algorithm, so I don’t know if it helps these users gain true momentum.

Third, the graph will show growth over 18 months or so. Look for huge follower spikes – unless Beyoncé mentioned them in one of her photo captions, we’ve got issues with the data. Technically speaking, if an account with even 1M users mentions a person, that person may receive between 500 – 1K followers on average. If you’re unsure, always go take a look through their followers and likes to take stock of their followers… do they look like fake accounts? Chances are, they are.

How else to spot an Instagram fake:

– Huge jump in likes on a photo right after posting
– Comments like “awesome”, “cool” or same people commenting on an image over and over
– Many strange accounts in a big grouping within their follower base
– Large growth spikes

So, why should you care, and what can you do combat this?

As a consumer, why should you care? Because you trust businesses and people with a large following. It’s human nature. It’s the same way people trust celebrities. If their following is fake, you’re being swindled. As a blogger, influencer, business owner, or marketer why should you care? You should care because you work hard, and fakes are taking work away from you, and if you are a business or marketer, money and product away from you. To put it bluntly, what is happening is fraud which, if we define it, is wrongful or criminal deception intended to result in financial or personal gain or a person or thing intended to deceive others, typically by unjustifiably claiming or being credited with accomplishments or qualities.

They are stacking the deck, they are making a mockery of our industry. It’s making it harder for those of us who are doing it the real way to gain traction. Those of us that put time and energy into creating content, building relationships, bringing true value to our audience who don’t participate in these fraudulent acts are simply put, losing traction.

Best practices for using Instagram to build a following:

• Like a photo and want to share it in your feed? Tag the origin in the caption. It’s awful to pass content off as your own
• Loop giveaways – grey area, but I do not partake
• Comment pods – same as above
• Don’t buy followers, likes, comments or automated engagement services!
• Share quality content, ignore competition, and keep moving to your own beat
• Quality over quantity – a small, engaged following is more valuable than a large, disconnected (or fake) one
• Build community and create true relationships offline AND online
• Bring value to the community your building through the content you share
• Respond to comments and keep social online – it’s called social media for a reason
• Share your personality in your Instagram story so people can fall in love with how special YOU are
• Innovate all the time and share your ideas with likeminded people

… I’ll also give you the same advice I practice with my clients… diversify marketing efforts! People will always want great content and they will always respond to marketing, but Instagram won’t be forever. Build up your email list, your blog content, your SEO and other social platforms.

PHEW. Feels good to get that all out and to start this much overdue conversation! I would of course love to hear your thoughts here, or on Instagram and if you want to use the #takingbackinsta hashtag to join me, feel free! As your thoughts and any other info rolls in, I’m open to updating this post as needed and welcome your feedback!

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  • Renee LeBlanc

    This post is SO valuable! Thank you so much for sharing your insight and spreading awareness!!

  • Tracy

    I have been following for the last several days and I’m so so grateful you’re being this to light. Thank you for all the information here. Incredibly valuable!!

  • Michelle

    This just blew my mind: “You can see accounts you follow that are doing this by simply going to your LIKE feed, swiping right to the “Following” tab. Voila, you can see everyone’s activity and probably some shady behaviour.” ……. The amount of seemingly legit ppl that v clearly do this on my feed is unreal. Mind blown.

  • GREAT post Erin! Thanks for sharing your valuable opinion and for starting the conversation about this topic… it can be infuriating when it’s your business, but I’m learning to keep my head down, try not to look at competition and produce quality content.

    xx Jill

  • Cathy Frith

    Hi Erin – WOW, what an informative and detailed conversation on this topic.. I am a new Home Decor and Gift Shop out in White Rock and hence very new to the Instagram World, not to mention not all that savvy on how it all works. However with that being said I am a creative person and am having fun, albeit sometimes challenging, all while trying to create interesting content for my IG page. I was having a hard time understanding why my hard work and commitment to building my brand was not moving very fast but following you and reading your blog has given me a whole new understanding of how it all works… I am all about authenticity, being true to yourself and not being influenced to stray from ones branding, that in itself has been challenging at times.. I am a true believer that hard work will and does pay off and that slow and steady “wins the race” so to speak… I love your realism and the fact that you do not conform to what you do not believe in and to read and hear your own struggles an concerns with the industry truly gives me hope to keep doing what I am doing in a very real and honest way.. Keep up the fight, you have made a difference in this new business owners dream..

  • Thank you SO much for sharing this post! You brought up so many incredible points that I’ve never been able to express myself. I’ve been feeling so frustrated and uninspired with Instagram lately, because I’ve been trying to grow the right way and it’s become increasingly difficult. I hope that you’ve inspired some people to stay away from those shady tactics!

    Jackie at Something About That

  • I stumbled across your post (thanks to Twitter) and I am really blown away by the effort to discuss these social media topics. Instagram has become something I have a love/hate relationship with thanks to the algorithm and of course people buying their way to the top.

    I think a good thing to realize, like you pointed out, is that social media is meant to be social, not a competition. So I’m just going to keep working hard at it!

  • gabyburger

    Like I said, thanks so much for sharing all this, you have started a great conversation and opened people’s eyes to some shady practices, plus inspired me to share my thoughts on this topic in the hopes that those who are feeling frustrated and uninspired gain that motivation back and keep going amidst everything that’s going on. THANK YOU!

  • Thank you so much for writing this! I feel the exact same way about Instagram right now. I didn’t even think of the fact that people could be buying a mass amount of followers during a loop giveaway! There’s also a website called that tells you how many fake followers people have, and it’s disappointing to see even “big” bloggers who’ve bought at least 1/3 of their followers. Hopefully Instagram does something soon to fix or minimize all this shadiness going on — social media is supposed to be fun, not stressful!

  • YESSSSS THANK YOU. Also, you should emphasis more about how follow/unfollow is completely inauthentic. So many bloggers think it’s okay and it’s absolutely not. It’s fake. I have a whole post on it!

  • Jessica Frigon | REVUE BLANC

    This is amazing. And perfect timing for me. I could not figure out why my engagement hasn’t really been increasing and why people follow to just unfollow a couple hrs later. Super frustrating. Thanks for posting this and giving great advice!

  • Carmel Parente

    Wow! What a great read! And what great insight into what has been happening on my own account. This makes perfect sense and explains a lot really. A well-known Aussie blogger wrote something a while back that I’ve never forgotten. She said that all soaial media platforms are temporary, and not to pin all your efforts on them, because your hard work can be taken from you so easily through app changes- as is happening now on Insta. She advised to put more effort in to your blog or website as no one can ever take that from you. How true her words from two years ago came to be!

  • This is such a great dialogue with some very interesting points here and on your IG Stories, Erin—thanks for getting the conversation rolling! I’ve been blogging for a decade—I started back in the day when point-and-shoot cameras were fine and DSLRs weren’t as commonplace, when bloggers nominated each other for awards and left comments on each others’ posts and maintained blogrolls. Seeing all the changes sweep through the social media has been exciting and fascinating, but also fatiguing and frustrating at the same time, and it’s hard not to feel discouraged when it all starts to feel more like a cynical “gaming the system” numbers game than what drew you to social media and blogging in the first place. In the last couple of years I’ve been consciously taking steps to rediscover the joy I used to feel in all of this, and part of that process has involved saying no more than I say yes and really drawing boundaries, practicing gratitude for the opportunities I do have, and focusing on the funner parts (content creation, storytelling, building relationships).

  • Sarah Anne Katherine

    Wow such an amazing article! I wrote one a few weeks ago in my second month of blogging on my blog that touched on some of these topics but I was missing and not able to understand some of the information I researched so im really happy to see that your post has gone above and beyond to educate new and old bloggers alike

  • I hope that as more brands become aware of how many people are gaming the system that maybe Instagram will be deemphasised. When I started blogging social media was an extra. Blog posts and evergreen content was more important. Now it seems like getting someone to share on Instagram is more important? Or is it just that the followers were more easily seen so it was assumed that if you had a big following they were getting bang for their buck? Either way I am spending time on something that is mine (my blog) and where I see traffic referrals (Pinterest)

  • Jude Rivers

    Such a great post. I find IG so disheartening as a new blogger!

  • Hi Erin – this was such a great post! Like many others I have been feeling discouraged with Instagram lately and have been questioning its purpose and place in my online strategy! I just feel like I put in so much effort and for what? The positive thing that resulted from this though was my decision to focus my effort on my blog! Thank you for sharing your insight on this topic and for getting this conversation going!

  • Kristen Kaethler

    Thanks for your post Erin. I’m fairly new to this, just about 6 months in and I’m feeling very discouraged. I’ve been approached by so many bot type companies and i don’t want to do that – but it’s so hard when everyone is doing it and your account that you work so hard on is being left in the dust. I really hope that brands start paying more attention and that we come a bit full circle.

  • Katie Eaton Nedjelski

    Love this post and the discussion. I have shared it in a few of my FB groups. One question for you (or any of you amazing followers) about sharing other peoples content. I shared a photo from a mommy blogger this summer – lots of sponsored post, many of her kids, very typical influencer. Big account, way bigger than mine – it was mostly of a big colorful rock that matched my brand but her daughter was in it. I tagged her, and tagged her account in the comments. She immediately told me to take it down that I didn’t have authorization which I did and she then blocked me. Was it because her child was in it? Is it because I’m small? I’ve been scared to use others content but see people doing it all the time. Is getting permission beforehand best practise? Help oh wise one!!!

  • Erin!
    I loved your post.
    I have to say that I’ve fallen away from Instagram and don’t find it that entertaining for me anymore. It’s sad to see the direction it has taken when it started out as a photo sharing app I used to stalk my boyfriend. I know it can either be a really wonderful tool if used in an honest way, but for me personally, I don’t see how I benefit from it anymore.
    Thanks for being so transparent about your participation and your industry. You are one the few I continue to follow.

  • N Lewis

    Omg ! Thank you for this… reading this has felt like a weight has been lifted off my shoulders .
    I’ve been a blogger for a year and a half and the struggle has been real. I’ve been blindsided by the large followers and comments other influencers have been getting, and have tried to crack the code. I knew people were buying likes but the comment pods ….. (Smh)…
    Online marketing bloggers have side tracked me as well (i got too caught up in tactics that haven’t worked for me).

    Thanks for taking the time to write this. As you advised I will continue to March to my own beat and not get side tracked.
    I hope your hashtag and your movement gain traction!

    Take care.