Opportunities and Challenges of Instagram Algorithm in …

Volume 4, Issue 1, January – 2019 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Opportunities and Challenges of Instagram Algorithm
in Improving Competitive Advantage

Nadia Ferina Ananda Agung
Management
Pendidikan Nasional University
Denpasar, Bali

it will

companies

from people.

it works and

Abstract:- The increasingly rapid business strategy
innovation and internet usage that are also increasing
make many companies switch to using business
strategies via digital. Many
chosen
Instagram, one of the social media focused in photo and
video content to support their marketing activities. The
implementation of new Instagram system reaps
Instagram algorithm
controversies
considered inflict a financial loss because of how
complicated
let down the
competitive advantage, however the use of Instagram
for business activities is increasing. Researcher do this
research in order to know how Instagram algorithm
can be the opportunities also challenges for online
marketers in improving competitive advantage. This
research done by interviewing online florist (considered
as online marketer) as the informant. Observation and
documentation also done for collecting the data.
Primary data is obtained from in-depth interview with
the informant and secondary data is obtained from
literatures and journals about Instagram algorithm.
Data reduction, display data and conclusion verification
also used in this research as analysis data method. Data
validity method that used are source and technique
triangulation . The result of this research is that
Instagram algorithm has big opportunities also
challenges for online florist development. Instagram
still be the main platform that chosen by online
marketers to advertise their product despite the
challenges. Instagram algorithm help online marketers
get prospective customers and determine the right
marketing strategy
in business. The advice from
researcher are that online marketers should be more
active learning about this new system, increasing the
motivation and
improve communication on social
media. Suggestion for further research is researchers
can examine the effects of this Instagram algorithm
through the consumer’s point of view as well.

Keywords:-
Instagram
Challenges, Competitive Advantage, Bali.

Algorithm, Opportunities,

Gede Sri Darma
Professor
Pendidikan Nasional University
Denpasar, Bali

I.

INTRODUCTION

The rapid evolution of information technology and
communication media also the increase use of internet have
resulted in innovations for all aspects including business
strategies. The business strategy applied today uses more
digital systems. The internet is home to various digital
activities including digital marketing and sales. Digital
marketing strategies can affect the business industry in
marketing their products to 78% [1]. People use social
media as a place to market their products digitally as well
as to create good communication with customers. The most
influential social media today is Instagram. Instagram,
which focused on photo and video content, can help
business people reach consumers without time and space.

to

In 2018, Instagram launched a new systematics of
work, the Instagram algorithm which adopted an artificial
intelligent and big data-based work system. This Instagram
algorithm aims to improve Instagram’s work system and to
avoid cheating by Instagram users such as the use of auto
likes, auto follow, auto comment and auto unfollow. But,
Instagram algorithm creates controversy due
the
complexity of the application and its impact which can
reduce the number of audiences from user content. Online
florist is one of the business people who depend on the
development of
Instagram.
Increasing the number of audiences is an important point
for online florists in measuring their sales level. However,
the renewal of the Instagram algorithm seems to have not
been understood really well by the online florists in
Denpasar, so this has a serious impact on the audience’s
development because the use of their marketing strategy is
not promptly and company’s competitive advantage might
be decreasing.

their business

through

The

lack of online florist’s knowledge of

the
Instagram algorithm closes the opportunity to increase
competitive advantage and only focus on challenges. This
should have a serious impact on the development of sales
and will end in decreasing the use of Instagram as a
marketing platform. However, the phenomenon that occurs
is that the use of Instagram for business purposes is
increasing, especially for online florists in the city of
Denpasar. This phenomenon
inversely
proportional to the research conducted by Ansar Surya
Pranaka et al in 2017 with the title “The Influence of
Instagram Social Media on Competitive Advantage” which
said that Instagram had an effect of 74% on competitive
advantage. The research entitled “An Exploratory of the

is certainly

IJISRT19JA125

www.ijisrt.com

743

Volume 4, Issue 1, January – 2019 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Potential for Instagram as a Shopping Platform” by
Pedersen Marthe in 2017 also said that Instagram usage
increased rapidly as a shopping platform despite having
several problems such as customer trust. But the research
did not focus on the Instagram algorithm as the latest
systematic work of Instagram and how the impact of online
marketers. Therefore, there needs to be further research on
how the online marketers feel the impact of the Instagram
algorithm.

The purpose of this research is to find out how
Instagram algorithms become opportunities and challenges
for online marketers in increasing competitive advantage.
The researcher hopes that this Instagram algorithm research
can provide information on the development of research,
especially in the fields of marketing and social media
marketing, as well as providing in-depth knowledge of the
Instagram algorithm to business people, especially online
that companies can determine which
marketers so
marketing strategy is appropriate to increase sales also to
achieve competitive advantage.

II. LITERATURE REVIEW

A. Integrated Marketing Communication

satisfaction,

communication affects

trust, and
loyalty[2]. Integrated marketing communication (Integrated
Marketing Communication) becomes a new strategy
oriented
in building more effective and efficient
communication with consumers. Integrated marketing
communication is the process by which consumers see
offers, products, services, companies and actors[3]. This
can be considered or seen from the situation, clearly visible
or only in the customer’s assumptions. This can include
experience, processes, activities, which trigger value in use
for customers, and the consequences of some prospective
short-term buyers. On the other hand, actors are not fully
involved, and parts of perception may be sourced in the
past, present or future, and this process is built on customer
logic. Integrated marketing communication is a tactic and
strategy that relates directly to consumers in their business
processes, which are supported by advances in information
and communication technology[4].

B. Digital Marketing

Digital marketing is defined as marketing activities
that used
internet-based media[1]. The American
Marketing Association (AMA) defines digital marketing as
an activity, institution and process facilitated by digital
technology in creating, communicating and conveying
values to consumers and other parties[5]. The internet is a
home to digital marketing. Through this digital marketing,
consumers can reach sellers and get their needs quickly.
Consumers can directly provide opinions or compare
products or services which will ultimately speed up the
transaction process[6]. Digital marketing also provides
opportunities for business owners to develop their business
online, both product development, pricing and distribution.
So that the costs used can be minimized. Digital marketing
strategies can affect the business industry in marketing
their products to 78%[1].

IJISRT19JA125

C. Social Media Marketing

Social media is known to be the right place to reach
the target market in business goals[7]. Arrigo (2018) says
that social media is an application for collecting data that is
interactive and controlled by users which can help users to
distribute experiences in business and social. Social media
is also said to be a collaborative project, community, blog /
micro blog, or social networking site that uses mobile and
web-based devices that are used to create interactive
platform where users can share, together create things,
discuss and modify content that generated by the user[8].

D. Artificial Intelligent

Artificial Intelligence (AI) is an important thing that
affects the performance of each platform to support this
social media marketing process. Gadanidissaid that AI is a
science that studies how to make computers and computer
software with intelligent behavior. Artificial Intelligent
gives such a great effect and provides new innovations to
deliver new content through social media to the right
to a study
targets [9]. Broadly speaking, according
the
conducted by Stanford University, describing
performance of AI as follows [10]: a. Large-scale learning
machines that work using large-scale algorithms and data;
b. The machine learning variant with a more in-depth
learning system, extends the boundaries of the introduction
of objects, video and audio labeling and natural language
processing (the ability to interact with people through real
dialogue and not just using scripts); c. As a learning aid,
where machines from
to
decision-making based on experience; d. Robot; e.
Computers with vision: for example x-ray reading, which is
more accurate than radiology; f. Collaborative systems:
autonomous systems that work with each other including
humans; g. Algorithm game theory and computational
social choice that focus on social aspects and AI computing
where AI tries to model the potential of inconsistent
incentives or conflict of interest whether driven by
machines or humans; h. The power of the internet, every
device uses the internet.

E. Instagram Algorithm

just recognizing a pattern

is

the

latest

Instagram algorithm

instagram’s
systematic that has just been implemented in early 2018.
The Instagram algorithm is a logical and systematic
arrangement of big data based on Instagram with the aim to
answer user needs. The way the Instagram algorithm works
is categorized in several points[11] such us Algorithm post
exposure, shadow banned, interaction, Instagram stories,
hashtag, edit caption also post and repost. After this
algorithm be valid, in the first 60 minutes after users
posting a content on Instagram will be monitored. User’s
all
post will
audience/Instagram users. Only 20% audience will see the
content and it will increasing after this system see how
many interaction that users get, the more interaction the
bigger opportunity for user’s content get higher number of
audience. This is what Instagram users called algorithm
post exposure.

immediately

seen

not

by

be

www.ijisrt.com

744

Volume 4, Issue 1, January – 2019 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

This new Instagram’s system is also focusing on
following, followers, likers and comment now since this
Instagram algorithm want to avoid any cheating behaviour
from Instagram users. The account
that used auto
followers, likers and comment now will be banned from
Instagram and will be categorized as spam account, along
with the content that the caption have been edited before 24
hours or have been deleted then uploaded again will
counted as spam account. Instagram stories now be
Instagram’s focuses, because the more interactive users
stories will be increasing the number of audience and
followers too. Using the right hashtag also can help user to
determine which audience will see their content, really
useful for online marketers to reach the right customer.

F. Competitive Advantage

According to Sigalas [12]Competitive Advantage is a
basic concept used in management strategies because this
in
competitive advantage explains how differences
performance between companies. Competitive Advantage
is defined as the best effort made by a company to face
market competition compared to its competitors. According
to Sigalas [12]Competitive Advantage is the ability of the
average industry to exploit market opportunities and
neutralize the threat of competition.

III. RESEARCH METHOD

their products

This research was held in Denpasar City with online
florists who actively market
through
Instagram and have many followers as research informants.
The type of data from this study is descriptive qualitative.
The source of primary data is taken through the results of
direct interviews with research informants and secondary
data taken from the literature as well as journals related to
the topic of research. The key instrument in this Instagram
algorithm
researcher himself. Data
collection techniques are done by means of interviews (in
dept interview), observation and documentation while the
data analysis technique used is the analysis of the Miles
and Huberman models, namely data reduction, data
presentation and conclusions. Source triangulation was
used as the data validity technique in this study.

research

the

is

IV. RESULT AND DISCUSSION

A. Opportunities of Instagram Algorithm

for Online

Marketers

Denpasar which is divided into 4 sub-districts has a
high level of economic and business development. Many
emerging entrepreneurs, especially entrepreneurs, are based
online. Instagram is the most popular social media for
online businesses. The Instagram algorithm as Instagram’s
new work system raises various opportunities for online
marketers in developing their business, especially to attract
potential customers.

“I started my business through Instagram. Instagram
greatly fosters my business, apart from the large number of
potential customers who use Instagram because of its
attractive visual content. The emergence of the Instagram
algorithm helped me to grow my business, especially to get
broader prospective customers through an increase in
audience. This
Instagram algorithm provides an
opportunity for me to get more audiences because I am
motivated to keep on updating. The more frequent updates
mean the more audience you can get, so the opportunity to
get prospective customers is even greater.” (Interview with
Jena Iswari, owner and admin of @allunaflorist. Date:
November 22, 2018 at 16:25)

Arrigo [7] said that social media is the right tool in
supporting business people to reach a more appropriate
target market. Instagram with the current algorithm work
system focuses more on grouping interests (interest) of
users, making it easier to get suitable prospects.

“Grouping based on interest is very helpful because
from there it can be seen where the business direction will
be. Online florists like me who focused on graduation
flowers and for special days such as birthday celebrations
and other big days will be grouped into similar florist
categories. Generally when prospective customers are
surveying their graduation or birthday prizes, my online
florist will definitely appear on their explore page, because
the interactions they have had for a while have been read
by this algorithm, so the opportunity to capture the right
market is achieved.” (interview with Kadek Ayu Inten
Lestari, owner and admin from @kamalaflorist, Date:
November 25, 2018 at 11:00)

The hashtag system

implemented by Instagram
algorithm can also help increase sales from a company.
Hashtag is accessed by prospective customers to make it
easier to search for more specific interests.

“I used to upload one photo with many hashtags on
Instagram. I started on Instagram as an online florist, I
surveyed any hashtag that are often used by online florists
in Bali. After done the survey I tried to apply it in every
update that was done. Every photo uploaded was using a
different hashtag, not just copying from the previous
hashtag. The result is that The Cloris often get orders from
customers outside Bali and the development of audience
also followers are increasing.” (Interview with Youween
Sumolang, owner and admin of @theclorisflower. Date:
November 22, 2018 at 18:00)

The right marketing strategy can be achieved if
business people know the market situation and conditions.
Instagram systematics with interaction grouping as one of
the determining factors is also an appropriate detection
tool.

“This Instagram algorithm helps to detect market
developments. Many marketing
techniques and new
innovations are presented in Peony Gardena’s explore
page which is certainly seen from other florist content that

IJISRT19JA125

www.ijisrt.com

745

Volume 4, Issue 1, January – 2019 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

appears on Instagram, so from there Peony Gardena can
innovate even more optimally.” (Interview with Ni Ketut
Pebri Herlina, owner and admin from @peonygardena
Date: November 25, 2018 at 16:35)

The systematic development of Instagram algorithm
helps online marketers to get potential customers so that
business development opportunities will increase. The
marketing strategy can also be improved by looking at
market developments.

“This algorithm is more helpful in getting prospective
customers, the level of sales does not increase dramatically
by merely following the rules of this algorithm. It’s just that
more interaction is gained, either through direct message
or direct reply from the uploaded story.” (Interview with
Ni Ketut Pebri Herlina, owner and admin of
@peonygardena. Date: November 25, 2018 at 16:35)

“Instagram story is my main strategy. My audience is
more interested in seeing the story than having to scroll
photos on Kamala’s profile page from top to bottom which
is definitely time-consuming. The strategy that I did to get
more audiences and
increase engagement was with
periodic updates on the Kamala florist Instagram story, so
that from the story, my audience could immediately reply to
ask about product details. This interaction will increase
engagement and also increase followers.” (Interview with
Kadek Ayu Inten Lestari, owner and admin from
@kamalaflorist. Date: November 25, 2018 at 11:00)

B. Challenges of
Marketers

Instagram Algorithm

for Online

The Instagram algorithm has a good opportunity for
business development purposes, but on the other hand, the
lack of knowledge of the systematics of this algorithm has
an impact on the decreasing audience and engagement
gained.

“Ever know about

the systematics, but don’t
understand that the systematics is called the Instagram
algorithm. Because I also did not follow all the rules made
by Instagram algorithms, and my focus was more on the
existence of Kunda Flower Shop on Instagram through
updates that I did, whether it often uploaded Instagram
photos or stories without caring about what hastag was
used. Often I also write the wrong caption and I have to
revise it right away, without knowing that it can affect the
audience. All this time I only get customers who repeat
orders so I maintain that strategy.” (interview with Ni
Made Ketut Kustari,
of
@kunda_flowershop. Date: November 22, 2018 at 16:40)

admin

owner

and

The application of this algorithm is important for
business development, but the amount of systematics that
must be done at the same time makes the application
complicated and difficult to do. Time is the most important
challenge in the application of a more optimal Instagram
algorithm.

IJISRT19JA125

“The working time of the online florist is very
tentative, this makes me unable to update at the same time
every day. If there is free time, I will upload photos as well
as story Instagram, but if I am at full time work, it can take
2-3 days without any updates. This makes my audience less
but does not make my sales figures go down.” (Interview
with Jena Iswari, owner and admin of @allunaflorist.
November 22, 2018 at 16:35)

“This algorithm is actually detrimental in terms of the
complexity of its application. The impact is that the post we
just uploaded can also be stacked because we don’t have
maximum interaction in the first 60 minutes. Prefer
systematics Instagram before this algorithm, it is more
practical and easy, even though this algorithm helps us to
get a wide audience.” (Interview with Ni Ketut Pebri
Herlina, owner and admin of @peonygardena. Date:
November 25, 2018 at 16:35)

C. Opportunities and Challenges in Improving Competitive

Advantage

Competitive Advantage is an important thing that
every company needs to maintain in running a business.
Competitive advantages can be in the form of product
uniqueness or marketing strategy differentiation. Instagram
algorithms can help online businesses check market
conditions through groupings.

“This algorithmic system can help online florists to
see the latest updates from competitors, whether in terms of
product model development or branding. This update helps
me as a producer and marketer to be more motivated in
creating the latest innovations, so that the uniqueness of my
florist attracts customers.” (Interview with Inash Sonya
Anggraini, owner and admin of @rhea_florist. Date:
November 29, 2018 at 20:00)

The more appropriate marketing strategy can be
achieved with this new Instagram system so that online
businesses continue to choose Instagram as a marketing
platform
sales
significantly. The complexity of the application of the
Instagram algorithm is also a motivation for online
marketers to market a product.

they don’t

increase

though

even

“I always launch my new products through Instagram
stories because most of my audiences prefer to see
Instagram stories. As many product as I made that day will
posted through story, only one or two of the best look that I
uploaded on profile page. I also study this method
regularly, seeing the development of the audience through
the Instagram algorithmic system. This strategy is what I
use as a distinctive feature of my florist, always updating
through the Instagram story.” (Interview with I Gusti Ayu
Tri Wahyuni Erika,
of
admin
@royalfloristbali. Date: November 26, 2018 at 14:10)

owner

and

www.ijisrt.com

746

Volume 4, Issue 1, January – 2019 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Instagram,” J. Small Bus. Enterp. Dev., vol. 24, no. 3,
pp. 468–484, 2017.

[9]. G. Gadanidis, “Artificial intelligence, computational
thinking, and mathematics education,” Int. J. Inf.
Learn. Technol. Vol. 34 Iss 2 pp. 133 – 139, 2017.

[10]. P. B. Hirsch, “Tie me

the mast: artificial
intelligence & reputation risk management,” J. Bus.
Strategy, vol. 39, no. 1, pp. 61–64, 2018.

to

[11]. Roni Hidayat, “Algoritma Instagram 2018 Terbaru

dan Terupdate,” 2018. .

[12]. C. Sigalas, “Competitive advantage: the known
unknown concept,” Manag. Decis., vol. 53, no. 9, pp.
2004–2016, 2015.

V. CONCLUSION

Based on the aim of the study to find out the
opportunities and challenges of the Instagram Algorithm, it
was concluded that the opportunity provided by Instagram
algorithm is to increase the audience, which means
increasing prospective customers, detect market conditions
so that online marketers can respond directly to strategies
and reach more audiences. Whereas the challenge of the
Instagram algorithm is from the complexity of application
and working time which does not allow them to run this
whole Instagram system regularly. The lack of knowledge
about the systematics of the Instagram algorithm is also a
challenge.

Instagram algorithms help online marketers get
prospective customers and determine the right marketing
strategy. The Instagram algorithm makes it easy for online
marketers to be able to monitor the situation and market
conditions, so they can determine the right and innovative
marketing strategies, so that the competitive advantage is
not lost. The Instagram algorithm does not fully influence
sales fluctuations, therefore why online florists in the city
of Denpasar who are also online marketers from their
respective companies still choose Instagram as the main
marketing platform.

REFERENCES

[1]. A. Wardhana, “Strategi Digital Marketing dan
Implikasinya pada Keunggulan Bersaing UKM di
Indonesia,” 2015.

[2]. N. Hänninen and H. Karjaluoto, “The effect of
marketing communication on business relationship
loyalty,” Mark. Intell. Plan., vol. 35, no. 4, pp. 458–
472, 2017.

[3]. C.

G.

Åke

“Article
information :Communication-in-use:
customer-
integrated marketing communication,” Eur. J. Mark.
Vol. 51 Issue 3, pp.445-463, 2017.

Finne,

[4]. Maja Šeric Irene Gil-Saura Đurđana Ozretić-Došen,
“Insights on integrated marketing communications:
implementation and impact in hotel companies,” Int.
J. Contemp. Hosp. Manag. Vol. 27 Iss 5 pp. 958 – 97,
no. Imc, 2015.

[5]. D. Purwana, Rahmi, and A. Shandy, “Pemanfaatan
Digital Marketing Bagi Usaha Mikro , Kecil , Dan
Menengah ( Umkm ) Di Kelurahan Malaka Sari,
Duren Sawit,” J. Pemberdaya. Masy. Madani, vol. 1,
no. 1, pp. 1–17, 2017.

[6]. B. Y. Durmaz

Efendioglu,
and
“TravelfromTraditionalMarketingtoDigitalMarketing,
” no. June, 2016.

I. H.

[7]. E. Arrigo, “Social media marketing in luxury brands:
A systematic literature review and implications for
management research,” Manag. Res. Rev., vol. 41,
no. 6, pp. 657–679, 2018.

[8]. H. Virtanen, P. Björk, and E. Sjöström, “Follow for
follow: marketing of a start-up company on

IJISRT19JA125

www.ijisrt.com

747