Streets Ahead: Optimizing for Instagram, Local Level Marketing

In this week’s Streets Ahead update, SOCi discusses the Instagram 4:5 layout and algorithm secrets and  Bright Local’s views on the future of local marketing.

Instagram – Optimizing Your Strategy and Feed

The News Instagram recently announced several updates aimed at enhancing user experience and content visibility.

a) Profile Grid Enhancements: Adam Mosseri, the head of Instagram,  introduced a tall grid layout designed to better showcase vertical photos and videos, aligning with the dominant content format on the platform. While some users welcomed the change, others—particularly those who meticulously curate their grids—expressed concerns. In response, Instagram is working on new customization features to offer greater control over profile aesthetics. Planned enhancements include:

• Thumbnail customization for a more polished grid appearance
• Highlights integration for better storytelling
• Grid reordering to allow strategic content arrangement
• Direct grid posting for easier content management

Mosseri emphasized that the goal is to create a cleaner, more flexible profile experience while addressing user feedback. Instagram plans to roll out these improvements gradually, ensuring creators are informed and prepared for changes.

b) New Video Series on Instagram’s Algorithm:  To provide greater transparency, Mosseri launched a new video series explaining Instagram’s algorithms and how users can maximize their reach. In the first episode, he outlined three key factors influencing content visibility:

• Watch Time – The longer users engage with your content, the better it performs.
• Likes – Essential for boosting reach among followers, signaling relevance to connected audiences.
• Sends – A major driver of exposure beyond your follower base; when users forward content, Instagram interprets it as highly shareable, increasing its chances of appearing on Explore and recommendations.

Mosseri noted that these factors vary based on content type and audience. For followers, likes are particularly influential. For broader discovery, such as in Explore, shares (sends) hold more weight.

Why This Matters  Going forward, Instagram posts should be published in a 4:5 aspect ratio to align with the platform’s updated display format. To adjust the thumbnail preview of older posts on your profile:

• Tap the three dots next to the post you want to update.
• Select “Adjust Preview.”
• Choose between “fit” or “fill” to determine how the image appears.

If your photo doesn’t naturally fit the 4:5 ratio, Instagram provides an option to add a white or black background to fill any empty space. This ensures your content maintains a clean, professional look, even with the format shift.

Also,  Adam Mosseri emphasized the importance of aligning content strategy with specific goals:

• Focus on Likes → To strengthen engagement with existing followers.
• Encourage Shares → To increase visibility and attract new audiences.

Instagram’s algorithm prioritizes these interactions based on user behavior, ensuring that content resonates effectively with different audiences. By tailoring your approach, you can maximize both engagement and discovery on the platform.

The Future of Local Marketing

The News BrightLocal has compiled insights from top local search experts, highlighting the most impactful trends shaping local marketing. Here’s a breakdown of the key takeaways:

1. Optimizing Google Business Profile (GBP)
• GBP remains crucial for local SEO.
• AI-driven features like automated descriptions, sentiment analysis, and social media integration are gaining importance.
• Keeping listings consistent across platforms is essential for visibility.

2. The Rise of Visual Content
• High-quality images, videos, and AR will dominate local search.
• Google is prioritizing fresh, engaging visuals.
• AR tools like Google Maps will enhance user experiences.

3. AI and Machine Learning in Local Search
• AI is improving search through multimodal queries (voice + image) and better intent recognition.
• Businesses should focus on structured, AI-readable content to stay competitive.

4. User-Generated Content (UGC) Matters More Than Ever
• Reviews, photos, and videos from users are gaining influence in search rankings.
• Encouraging and curating UGC can boost trust and engagement.

5. Expanding Beyond Google
• Businesses must diversify their presence across social media, Bing, and AI-driven search tools like ChatGPT.
• Hyperlocal targeting will grow, allowing brands to connect with nearby audiences.

6. Content Quality Over Quantity
• Authentic, human-driven content will outperform generic AI-generated material.
• Local storytelling will resonate more effectively with users and search engines.

7. Emerging Technologies Shaping Local Search
• Wearables, AR, and AI-driven search tools are enhancing engagement.
• Features like Google’s Immersive View and voice search will become more influential.

8. Back to Basics: SEO Fundamentals Still Matter
• Consistent NAP (name, address, phone) data remains essential.
• Regular content updates and clear communication improve local rankings.
• Refreshing older content will be a key tactic for maintaining relevance.

These trends highlight the evolving landscape of local marketing. Staying ahead means leveraging AI, visuals, and authenticity while maintaining strong foundational strategies.

Why This Matters  This is a wake-up call: local marketing is no longer just about search rankings—it’s about delivering dynamic, high-quality experiences that resonate with modern consumers. With search algorithms, consumer behaviors, and digital platforms evolving, staying competitive requires more than basic SEO tactics. Businesses that adapt by optimizing their Google Business Profile (GBP), leveraging AI-driven search advancements, and curating high-quality, authentic content will gain an edge in visibility and engagement. But more than that, brands must ensure they’re not just present but actively optimizing their online presence.