Overcoming the Instagram Algorithm: Claiming your Creative Space in the Online Metaverse

The social media revolution has completely transformed the music industry, creating a new environment defined by accessibility and speed - artists are only ever one post away from fame. So why do we often feel so out of control of our own content and careers?

Faced by alien algorithms and tough competition, our posts can easily get lost in endless Instagram and Facebook feeds. How do we create unique and wide-reaching content that captures attention, whilst remaining authentic?

Write The Future, hosted by PUNCH in collaboration with the WEST MIDLANDS MUSIC BOARD and META, equipped both aspiring and established artists with tools to navigate online spaces, including R&B stalwart PHELEBA, who ended the conference with a live performance. So what did we learn?

Here are our top three takeaways to overcome the algorithm:

1. Create Your Authentic Space

‘People buy from people. Know your essence’. Vanessa Bakewell, Meta

With everyone’s feeds flooded with infinite filtered versions of “reality”, can we risk posting content that truthfully represents our real and flawed selves? VANESSA BAKEWELL from Meta dismantled misconceptions that artists have to project a perfect image, instead emphasising the importance of establishing an individual and genuine brand - in sharing the highs and lows of their creative journeys, artists become personal and more accessible.

MALIK - musician and co-producer LEGACY -  spoke on the importance of creating and controlling our own narratives. On making LEGACY, the history of Birmingham’s vibrant grime and hip-hop scene, Malik said: 

‘It was our way of telling the story of Birmingham MC culture, keeping it fair and authentic’. - Malik

Malik also spoke on the role of social media as the record of your personal journey as an artist, providing a point of reference for others when social inequalities mean that minority communities’ narratives are unfairly represented in the media. 

“We can use social media to create something greater than individual fame and success, but a communal record of Birmingham’s vibrant music scene.” -Ammo Talwar Punch CEO

2. The Power of Experimentation

“Use social media, utilise it & create short-form video.” Sade Omojowo, Meta

From Birmingham, SADE OMOJOWO recently helped Meta launch the Black Perspective’s Initiative, striving to support the next generation of creators from underprivileged backgrounds. Sade's main piece of advice was to keep varying and experimenting with content as well as directly communicating with your followers to learn what they want to see. This can be done using tools such as question stickers and polls. You can monitor engagement by utilising your account analytics. All of the expert speakers agreed that the most impactful form of content was short videos like Instagram reels. 

“Use social media, utilise it & create short-form video.” Sade Omojowo, Meta

To create a ‘thumb-stopping’ video, it's important to establish your brand - your name, face and main content - in the first 3 seconds of the video. Although Sade encouraged creators to be consistent with posting, she stressed the idea of quality over quantity. Above everything else, all expert speakers encouraged artists to remain authentic and accessible to their followers.

“Everyone can hope to go viral if you hop on a trend but you need to give someone a reason to follow you. Be authentically you”. - Natalie Kelly, Meta

3. Brum Left Behind?

During the Q&A sessions, many audience members shared frustrations about the lack of permanent Birmingham based infrastructure and the ‘recycled conversations’ that prevent meaningful change. Even the expert speakers acknowledged that ‘talent can only go so far’ and without any Birmingham based media outlets, artists will struggle to sustain any attention that they get online. The most common solution voiced was to strive for better communication and collaboration between Birmingham creatives. 

“Collaborate - Collaboration is huge. If people see that you’ve collaborated, your reach will snowball.” Sade, Meta

“The thing that Birmingham could do better is communication. Artists can only do so much, they need to connect with companies like Meta, Spotify, Punch Records etc – and likewise, companies should be connecting with the artists”. - Malik 

Write The Future felt like a positive step toward progressive collaboration, bringing like-minded people together, providing networking opportunities and demonstrating that influential companies like Meta are finally taking a meaningful interest in local talent here in Birmingham.