TRICKY TERRITORY
Grazia India|September 2022
For small fashion brands reliant on Instagram for marketing and sales, the photo-sharing app's algorithm changes have laid bare a litany of problems
- HITANSHI KAMDAR
TRICKY TERRITORY

Let's admit it: Instagram has become an extension of our everyday lives. Having grown up with the app, we've changed along with it - from posting highly filtered brunch pictures to curating aesthetic feeds and embracing photo dumps and memes with reckless abandon; we've been relying on it, almost exclusively, for social validation. Over the last year, however, said validation has taken a hit, with the engagement on our posts plummeting. But while this reduced online clout may only inflict mental strain on some, the damage is much more significant for others.

As a direct reaction to the growing popularity of TikTok, Instagram announced its move to prioritizing video posts over static images, resulting in a dramatic drop in the organic visibility of photos on the app, leaving numerous nascent fashion brands grappling with the repercussions of their most effective form of advertising taking a hit.

Mohini Biyani, co-founder of clothing label 1995, credits the success of her brand to Instagram, "As a small business with little to no knowledge about marketing, we were solely dependent on the app for all our sales, and we still are, despite launching our website. The platform has helped us reach audiences all over India and vice versa despite operating out of a small town." The brand started as a visual space before expanding into clothing but has had to sacrifice its niche for popularity with the new algorithm. "As much as we don't want to fall prey to following trends, the only way for a small business to survive and grow on Instagram is to hop on the trends bandwagon. No matter how much you want to create a niche and build something different, it will rarely get the recognition you think it deserves," Biyani tells us.

CURRENCY OF LIKES

この蚘事は Grazia India の September 2022 版に掲茉されおいたす。

7 日間の Magzter GOLD 無料トラむアルを開始しお、䜕千もの厳遞されたプレミアム ストヌリヌ、9,000 以䞊の雑誌や新聞にアクセスしおください。

この蚘事は Grazia India の September 2022 版に掲茉されおいたす。

7 日間の Magzter GOLD 無料トラむアルを開始しお、䜕千もの厳遞されたプレミアム ストヌリヌ、9,000 以䞊の雑誌や新聞にアクセスしおください。

GRAZIA INDIAのその他の蚘事すべお衚瀺
Cultural Renaissance
Grazia India

Cultural Renaissance

With a vision to bridge Jaipur's artistic legacy and the global contemporary art world, HH Maharaja Sawai Padmanabh Singh and Noelle Kadar launch the Jaipur Centre for Art

time-read
3 分  |
October 2024
LOVE, LOSS, AND LESSONS LEARNED
Grazia India

LOVE, LOSS, AND LESSONS LEARNED

In conversation with Durjoy Datta, as he reflects on the emotional toll of writing intense stories, his journey as an author, and how his latest book revisits themes of love, second chances, and loss

time-read
3 分  |
October 2024
All Eyes On THIS
Grazia India

All Eyes On THIS

Meet the newest standout brands on Grazia's beauty desk

time-read
2 分  |
October 2024
Is Restocking Our Fridges A New Form Of Self-Care?
Grazia India

Is Restocking Our Fridges A New Form Of Self-Care?

All the reasons why #restocking may not be as calming as it seems

time-read
5 分  |
October 2024
SAVOUR THE TASTE OF SOUTHEAST ASIA
Grazia India

SAVOUR THE TASTE OF SOUTHEAST ASIA

In the heart of our capital lies an extraordinary dining experience, unlike any other

time-read
2 分  |
October 2024
ESCAPE THE ORDINARY
Grazia India

ESCAPE THE ORDINARY

Luxury stays are now an essential part of our lives.

time-read
2 分  |
October 2024
CHEFS ON THE LOOSE
Grazia India

CHEFS ON THE LOOSE

Here's How Pop-Ups, Takeovers, and Workshops Are Heating Up the Indian Culinary Scene

time-read
5 分  |
October 2024
NOT SO HIDDEN
Grazia India

NOT SO HIDDEN

What's making everyone wear acne patches, from transparent ones to colourful with bold designs, in public spaces?

time-read
3 分  |
October 2024
RAISING THE BAR
Grazia India

RAISING THE BAR

With medi-facials on the rise, we're setting new benchmarks of our expectations from these treatments, and they're delivering

time-read
4 分  |
October 2024
WHAT WORLD ARE WE LEAVING BEHIND FOR HER?
Grazia India

WHAT WORLD ARE WE LEAVING BEHIND FOR HER?

Despite stronger laws, crimes against women continue to rise in India. The International Day of the Girl Child is not one for celebration, but instead, one for igniting concern, awakening, and reformation

time-read
5 分  |
October 2024