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#Turnmeon: Instagram’s algorithm changes have fashion brands in a tizzy too

Net-a-Porter, Gucci and BCBG Max Azria were among those from the fashion industry encouraging users to sign up to post notifications on Instagram this weekend in a wave of panic over the platform’s new algorithm changes.


You may have noticed your Instagram feed becoming inundated with images encouraging you to “turn on post notifications” over this past weekend.

Variations of instructional script pointing to the three little dots in the upper right hand corner appeared predominantly from bloggers and influencers in a bid to encourage followers to receive an alert to their phones every time new posts are created.

Fashion brands including Net-a-Porter, Gucci and BCBG Max Azria also posted something similar. “Don’t miss a thing! Turn on our post notification and stay in the loop!” wrote BCBG alongside an image of two models taking a selfie topped with a scripted prompt (as above). Net-a-Porter opted for simple white text on a black background, while Gucci posted several images from its watches campaign with just the copy guiding followers to click.

Head over to Forbes for the full rundown on why that’s happening, what users have to say about it and how to otherwise combat the algorithmic changes being proposed by Instagram.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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