By now you’re probably well aware that Instagress, an easy-to-use and affordable website that allowed would-be Instagram influencers to use bots to rack up followers, has folded.
Instagress didn’t make fake accounts, but it created bots that automatically commented on and liked other people’s Instagram photos, artificially increasing engagement and making accounts appear more popular.
It’s no secret that Instagram dislikes the use of automation and bots, but regulating botting on platforms has always been difficult, due to the bot-like behavior of most people. Think about it: we like, comment and click on the same things in a very predictable fashion. Plus, most people want a high volume of Instagram followers, and to get that to be less of a priority, you’d have to change Instagram into a platform that isn’t based on popularity and likes. And nobody’s doing that.
This is what the Instagress dashboard looked like:
So why did Instagress shut down?
It’s the one question that has been trending across social media platforms for a month. Some say it was because the name had the word ‘insta’ in it; others linked it to the fact that the company breached Instagram‘s terms of service.
The truth is, we may never know the exact reason. But the key takeaway from the collapse of Instagress is that paid follower growth isn’t going anywhere. Yes, that may sound contrary. But let me tell you why.
Marketing will always be marketing. And what all marketers want to do at the end of the day is reach as many members of their target audience as possible while spending the minimum amount possible.
I hate to be the bearer of bad news, but organic reach on social media is dead. Most content goes nowhere and gets zero shares on its own. Think about it. There are 500 million users on Instagram alone. That makes it bigger than the entire population of the USA!
It means standing out on social media is not easy. Changes to Google’s search results pages have further obscured organic content, especially on competitive commercial searches, and the typical internet marketing conversion rate is less than 1%.
Content doesn’t go viral on Instagram just because there are a lot of people on it. It goes viral because all of those 500 million people are connected to each other through one platform and they share whatever catches their attention. It’s a domino effect, and I would argue that it’s only really possible through paid acquisition and automation.
But why do I need bots?
If you’re still thinking, I can just engage with as many people as possible, as frequently as possible, across the necessary platforms, then you’re still not thinking big enough.
Source:: Jeff Bullas Blog