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Instagress has recently shut down. Supporters of the “Instagram Rapture” are surely somewhere toasting. Unfortunately for those individuals, online marketers will continue to do what they do best – market as efficiently as possible for as little money as possible.

So, Instagress may have seen its last day, but platform automation is going nowhere.

The recent shut down wasn’t the first and likely won’t be the last. It’s one of many in an ongoing crackdown against platform automation. People are going to people, however, so while some have moved on to comment pods and other methods or gaming the algorithm, the next Instagress will soon pop up.

Automation, fake accounts, and Instagress

In 2014, Instagram began its purge of fake accounts. This was met with applause by some and silent disdain by others. The assumption was that ridding Instagram of bots would return the platform to having users get their following through purely organic means.

While millions of bots were removed, services like Instagress persisted since they operate in the same way normal users do. Rather than creating drone accounts to boost follower numbers, Instagress likes and comments for an account to drive real engagement.

By automating functions that are part-and-parcel of the platform, Instagress manages to put efficacy and the ability to grow accounts easily in a discrete and resource saving package. Many are unaware that it isn’t just Instagram famous individuals using these services, many big brands are as well.

Why it is exactly that people use bots

There are a good many Instagram users that believe they can generate a major following through organic interaction. The monthly user base for Instagram is 800 million strong and counting. Consider the sheer competition each user has when vying for eyes on their content.

The platform operates on the principle of reciprocation. It’s almost etiquette at this point to like and comment in response. Imagine the time you’d spend managing the task of responding to a following of 10k. Assuming 10% of your following consistently engages every post that’s approximately 1k responses per content upload.

Most simply aren’t willing to dedicate their lives to the hours that would take every day. The time lost would only scale upwards with the following. Some companies hire entire teams to interact with followers and would be followers. Budding influencers and those with smaller business choose to throw the old model away outright.

People used Instagress and other Instagram bots because it was efficient and saved time. It allowed people to focus more on their business and content creation. The service shutting down opened a void the laws of economics won’t allow to stay empty. As long as people can monetize their accounts through advertising and sponsorship, the incentive to market will remain.

How the pros used Instagress

Have you ever noticed that some people seem to be everywhere on Instagram? Every time you see a photo that’s in their industry they’ve liked or commented on it. Have you ever wondered how that is? The answer is good market research.

Instagress didn’t only free people to create better content and focus on better business. The people who were in-the-know took some of that time and rolled it into researching what was trending within their niche. Instagress found content based on hashtags. Knowing what hashtags are most popular are how you create the biggest impact on that 800 million.

Since Instagress closed, many more tools have come to take it’s place – one such tool is Follow Adder.

Automation, the eternal boon of marketers

The beauty of Instagram lies in its simplicity. Content is uploaded as an image or short video. Its format forces entities to pack information into concise and entertaining bits for consumption. This simplicity makes the platform ideal for literally all markets.

If you can find a way to make what you do interesting, it has a place on Instagram. There is money is being able to do this well and reach the masses. That’s the key issue.

If Instagram truly didn’t want people gaming the system for profit, they would take out the option of profit. Since that’s never going to happen, neither will the end of system gaming or automation.

So, this round goes to those that believe in organic engagement, but the war will continue.