Digiday+ Research Deep Dive: Instagram loses value in the eyes of publishers

A new Digiday+ research report reveals a concerning trend: Instagram’s value proposition for publishers is diminishing. While the platform once promised a direct connection with audiences and a powerful content distribution engine, publishers are increasingly finding themselves frustrated with its limitations and evolving landscape.

The report highlights several key factors contributing to this decline. Firstly, competition for user attention is fierce. The algorithm prioritizes short-form video content, making it increasingly difficult for publishers to stand out with traditional long-form articles. This shift has forced many publishers to adapt their content strategies, often resorting to creating Reels and short-form video content that may not align with their core mission.

Secondly, Instagram’s monetization tools are lacking. Publishers struggle to generate substantial revenue from the platform, as advertising options remain limited and organic reach continues to decline. This makes it difficult for publishers to justify investing resources in content creation specifically for Instagram.

Finally, transparency around algorithm changes and engagement metrics leaves publishers feeling uncertain. The platform’s lack of transparency surrounding its algorithms makes it difficult for publishers to optimize their content and understand why certain posts perform better than others. This lack of clarity creates a sense of mistrust and uncertainty, further diminishing the platform’s value.

The report concludes with a call for Instagram to address these issues. Publishers need clear, transparent insights into the platform’s algorithm and a more robust suite of monetization tools.  Without these changes, Instagram risks becoming a platform for creators and brands, leaving publishers struggling to find their footing in the evolving social media landscape.