Ayma Zafar SE-A 21B-114-SE
One-Page Proposal
Executive Summary
This proposal presents an innovative update to Instagram's algorithm to improve content visibility
for smaller accounts, thereby fostering inclusivity and diversity in the platform’s ecosystem. By
aligning with Sustainable Development Goals (SDGs) 8 (Decent Work and Economic Growth)
and 10 (Reduced Inequalities), the enhancement seeks to support emerging creators, small
businesses, and new users while ensuring engagement equity and platform growth.
Problem Identified
Instagram's current algorithm often prioritises larger accounts and highly popular content,
limiting visibility for smaller accounts regardless of their quality or engagement levels. This
imbalance hinders emerging creators and small businesses from reaching their audience
effectively, perpetuating inequality in content distribution.
Proposed Solution
An algorithmic update prioritizing posts based on engagement relative to account size is
proposed. This ensures that smaller accounts with high-quality content can gain visibility
proportionate to their engagement levels. The solution includes:
1. Dynamic adjustments based on follower count and engagement metrics.
2. Testing phases to optimize user experience and outcomes.
3. Educational resources for users on algorithm transparency.
Strengths/Relation with SDGs
SDG 8 (Decent Work and Economic Growth): Encourages economic opportunities for
small businesses and creators by improving visibility.
SDG 10 (Reduced Inequalities): Reduces digital disparities, giving smaller accounts
equal opportunities to thrive on the platform.
Segmentation and Target Market
Segments: Emerging creators, small businesses, and new users.
Target Market: Content creators with fewer than 50,000 followers, startups leveraging
Instagram for marketing, and new users seeking visibility.
Point of Differentiation (POD)
The algorithmic update emphasises equity in content visibility, a unique approach compared to
competitors who maintain engagement hierarchies based solely on popularity metrics.
Ayma Zafar SE-A 21B-114-SE
Unique Selling Proposition (USP)
Instagram’s updated algorithm will stand out by promoting smaller accounts without
compromising the platform’s overall quality, creating a balanced environment for all users.
Product
The algorithm enhancement is integrated into Instagram’s existing framework, requiring no
additional action from users. It includes:
Enhanced engagement analytics.
User education initiatives about fair visibility policies.
Channels of Distribution
Primary Channels: Instagram’s in-app notifications, help centre updates, and blog
announcements.
Secondary Channels: Collaboration with influencers and third-party platforms to
promote the change.
This proposal ensures Instagram remains a leader in fostering inclusivity and innovation in social
media, benefiting creators, businesses, and users.
