Welcome back to The Shoppe! This week, we’re talking about Instagram’s algorithms, LinkedIn Stories shutting down, last year’s Out-Of-Home (OOH) advertising boom, and TikTok’s new API. Don’t forget to subscribe so you can be notified every time we post!

Instagram’s Algorithms

Instagram revealed details about its search algorithms in its series “How Instagram Works.” The text that is entered, user activity, and the popularity of the results. The text that is entered is the primary factor in determining search results, since Instagram wants users to find accurate results to their searches. Other factors like user activity also play a role. Instagram’s search algorithm accounts for posts that the users have engaged with and profiles that the user is following. Lastly, the results will rank higher if the profile is more popular. Measures of popularity include likes, shares, and follows. Instagram suggests that results should abide by Recommendation Guidelines to achieve a better rank. This means that repurposed content and contests or giveaways may rank lower. To optimize your posts for discovery, be sure to use a handle that matches your content and include related keywords in your posts and in your bio.

LinkedIn Shuts Down Its Stories Feature

After a year since its debut, LinkedIn is removing the Stories feature from its mobile app. This change will take place at the end of September. The business-oriented social media platform explained that it will be reimagining the Stories feature, stating that it wants to “embrace mixed media and creative tools of Stories in a consistent way” across its platform. Senior Director of Product Liz Li stated in an interview with The Verge that users wanted to create “lasting videos that tell your professional story and that showcase both your personality and expertise.” This change comes after LinkedIn’s acquisition of how-to video platform Jumprope. Twitter also abandoned a similar feature, Fleets, in July, due to a lack of user interest.

OOH Advertising Booms During Pandemic

As a result of lockdowns from the COVID-19 pandemic, the price of Out-Of-Home (OOH) advertising plummeted. OOH advertising revenues decreased as much as 27 percent from 2019 to 2020 according to WARC. Fintech, pet care, and consumer packaged goods were all successful with OOH advertisements. Billboard discounts are not as ubiquitous today since more people are outside to see them. CEO of Quan Media Group Brian Rappaport said that he was offering inventory at up to 80 percent off. This may have been due to closures, especially in the film industry with studio and movie theater shutdowns. Currently, prices are higher and popular locations are backlogged for months. OOH is expected to grow 20 percent this year, and advertising investment for cinema is expected to increase over 40 percent.