Instagram aims to earn the trust of its users globally. As such, it has been doing measures to ensure that accounts and messages are authentic and genuine. On 18 July 2019, the platform adopted a stricter policy on disabling accounts. On 16 December 2019, they also expanded fact-checking tools globally to combat false information. Now, Instagram introduces new authenticity measures.
Profiles falling under the following measurement range will now be assessed:
- If the majority of an Instagram Profile’s followers live in different countries from its location;
- If the profile displays automation, i.e., bot followers;
- If the profile displays inauthentic behaviors.
Once an Instagram account falls under one of the measurement range mentioned above, it will trigger the new authenticity measures as follow:
- Instagram will prompt the account to confirm identity information. This can be done by submitting a valid identification document to verify the account;
- If the account chooses not to confirm its identity, its content distribution will be reduced. There’s also a possibility of disabling the account.
As per the platform, they are looking at a small number of profiles affected on such updates. Instagram introduces new authenticity measures effective 13 August 2020.
Implications for Marketers:
The new authenticity measures rolled out by Instagram is a move to increase credibility and trust in the platform. These are the starting points for customers to patronize a brand. For marketers, this is a signal to stay active online. Leverage live streams and user-generated content to show authenticity. It’s also best to be responsive to your followers. This is to provide meaningful and real connections on Instagram.