Earlier this week, Instagram’s Adam Mosseri stated that the platform has had too great a focus on video content and will look to make photos more of a priority once again in 2023.

Instagram makes a return to stills

Photo lovers on Instagram rejoice! 

Earlier this week, Instagram’s Adam Mosseri stated that the platform has had too great a focus on video content and will look to make photos more of a priority once again in 2023.

“I think we were overfocused on video in 2022 and pushed ranking too far, and basically showed too many videos and not enough photos. We’ve since balanced, so things like how often someone likes photos versus videos, and how often someone comments on photos versus videos, are roughly equal, which is a good sign that things are balanced.” - Mosseri

But hold up - before you ditch video all together, remember - a strong strategy is one that prioritises creating great content that speaks to your audience and objectives, regardless of it’s format.

We recommend sharing a balance of content types on Instagram, including videos, graphics, photos and carousel posts to appeal to all aspects of the algorithm, as well as to your different target demographics who may prefer one content type over the other.

As for a return to stills on Instagram? It may take a while to see these changes come to fruition, so it’s always best to ensure you're keeping on top of things by regularly reviewing your analytics and results.

Is it time to review your 2023 social media strategy? Contact us to schedule in a call with our strategy team.


A Guide to User Generated Content

A Guide to User Generated Content

A Guide to User Generated Content
A Guide to User Generated Content

What is User-Generated Content?

User-Generated Content (UGC) is any content—text, videos, images, reviews, etc.—created by people, rather than brands, featuring or discussing branded content. In its most organic form, UGC isn’t paid for by a brand, it is a genuine and honest recommendation being shared by followers and fans.This not only exposes your product to their audience; it provides a source of content to post on your page, website or other marketing channels. Being mentioned or having content shared by a brand is often fun and exciting for consumers or a source of income and products for influencers. It is a symbiotic relationship, a win-win for both parties when done correctly.

Why is it important? 

When it comes to social media marketing, UGC is becoming increasingly valuable to brands. It promotes authenticity and trust, as consumers are more likely to perceive user-generated content as authentic and trustworthy, over brand-created content. Seeing another consumer enjoy the product or service eliminates risk in the minds of consumers – it’s a visual positive review. Increasing trust and authenticity greatly influences consumers’ purchase intentions; the more trust a consumer has the more likely they are to purchase the product. As UGC increases awareness, it reinforces the products’ different applications, stylings, adaptions, and uses in “real world” situations and increases the viability of consumers of making that final purchase. 

How to Use It Successfully?

Now that we know why it is so important – how can your business be successful in using user-generated content? Let us tell you. 

Bring Purpose and Value to Your Customers 

All content you post must have a purpose, especially user-generated content - whether that’s being inspirational, showcasing how to use a product, sharing in-real-life reviews, or helping your followers decide on their product choices. UGC isn’t a sales pitch, you need to think of it as a stand-alone piece of content that can really be of benefit to your audience. 

For example, if you were a make-up brand you could use your USG posts as an opportunity to educate your customers on what products were used in the look to showcase what your products look like in action.

Create a Sense of Community 

What do all your followers have in common? They follow you! User-generated content is a great way to create a sense of community amongst your followers by stimulating discussions and connecting with your current and future customers. This is best illustrated by camera brands,who set challenges for their followers to take a photo with a set brief. The camera brand then shares entries, showcasing what their products can do and stimulating discussion and creativity amongst their followers. By sharing tricks and tips from on a post to get that photo - what camera did they use, which lenses, which settings – can stimulate discussion and provides value to your followers. This is a great way to engage with your followers and create brand loyalty as a bonus. 

Create an Incentive

It is important to encourage and remind your followers to create and tag you in content that features your products. The incentive you pick depends on the type of followers you have, for example: if you’re a company that sells art supplies, then sharing followers’ art is incentive enough. Whereas, other followers may need more of a push. For example, to get followers to showcase your product in their posts you may want to offer a gift or promotional code.Whichever method you choose, it’s important to acknowledge the original source, and thank the creator to make sure they feel appreciated. 

Need help?

Do you want some help creating an amazing user generated content campaign for your brand? Get in touch with our team today!

Want to learn how to become a digital marketing pro? Check out our social media masterclass.

Written By Ebony Jones

A Guide to User Generated Content
A Guide to User Generated Content

Melbourne Social Co Junior Account Manager

Five Common Social Media Mistakes and How to Avoid Making Them

Nobody’s perfect in the world of social media, and it’s fair to say we’ve all made mistakes! We’re here to help identify the most common social media mistakes and how to best avoid making them.

Mistake #1 – Posting quantity over quality

One incredibly commons social media mistake is choosing to focus on quantity over quality. Posting too much is overwhelming and counterproductive; it doesn’t allow users to truly take in the content before being bombarded with another post from you. Quality content as opposed to a higher quantity of it will resonate far better with an audience and benefit you in the long run.

Mistake #2 – Trying to master EVERY social media platform

Social media has a lot to offer, many different platforms for one to choose from. Just because you can have several different social’s doesn’t mean you should. Don’t make the mistake of trying to spread yourself across too many different platforms because you will only end up diluting your message and content. Focus on the platforms that bet suit you, and eliminate those that aren’t as beneficial.

Mistake #3 – Not using hashtags

There is a common misconception that hashtags look spammy or they clutter a post and should be avoided at all costs, don’t make the mistake of believing that. Hashtags are so beneficial, not only do they help categorise your content, and make is easier to find, they generate increased engagement and exposure. Failing to use hashtags takes away a users chance to capitalize on engagement, hashtags should not be an oversight.

Mistake #4 – Ignoring you followers

One of the biggest social media mistakes you can make is neglecting you followers.  The statistics surrounding response on social are overwhelming. According to Sprout Social, 70% of people are more likely to use a brands product when they respond on social. Additionally, they reported that 65% of people have more brand loyalty. If you ignore you followers, it will impact you negatively. To avoid making this mistake, you must make your followers a priority, and always try your best to acknowledge and respond to them.

Mistake #5 – Not measuring your success/downfalls

Choosing not to measure your social media activity through some form of social listening tool is a huge mistake. If you don’t measure and assess what’s working for you and what isn’t, you could be wasting time, money and resources as well as missing out on other opportunities that measuring can afford you.


How many of these social media mistakes are you making? Want to chat to our team about the latest social media trends and how you can turn your blunders into wins?

Or perhaps you need some assistance creating amazing content for your social media feeds?

Get in touch with our team today!