We probably don’t have to tell you that influencer marketing is on the rise. All you have to do is log on to Instagram, and you’ll see what we mean. From celebrities with millions of fans to that girl you knew in high school whose dog now has ten thousand followers, it seems like everyone wants to be an influencer. With so many options, it can be tricky to navigate when and how influencer partnerships may fit into your marketing goals. At first glance, it might seem like the more followers the better. After all, that’s more eyes on your product or service.

But what we’re finding is that bigger is not always better.

As 2019 comes to a close, we are looking back at some of the changes introduced this year on Instagram, Facebook, and Twitter. From hiding likes to app redesigns to the end of political advertising, new features and updated policies have changed how users experience each platform. As consumers’ mindset on content consumption and the social media landscape evolved, the platforms took 2019 as an opportunity to shift towards authenticity and privacy.

Below are just a few social media changes implemented over the course of 2019.

Instagram is expected to surpass 111 million users as 2019 nears an end. Facing changes in user mindset and content consumption, and a quickly evolving social media landscape, the app is shifting focus towards authenticity, connection with community and content creation.

Last week, thousands gathered in Silicon Valley for Facebook’s annual F8 conference. Although the conference is largely for developers, its announcements can help marketers better prepare for upcoming changes to the algorithm, updated features, and app redesigns.

This morning, Instagram announced a new feature for the platform called Checkout. Checkout makes it quick and secure for users to buy the products they discover on Instagram.