Association of Progressive Rental Organizations

Changes – and Choices – Coming to Instagram’s Feed

Instagram head Adam Mosseri launched the new year with a big announcement for the app: substantial updates are coming to the Instagram feed – the main way users see posts from everyone they follow – in 2022.

Instagram will begin offering users three different feed options they can switch between:

  • Home – This default will stay the same as the standard Home feed users see today: a combination of accounts you follow and what the app thinks you will like, ordered by what the algorithm thinks is most relevant for you;
  • Following – This tab will be a chronological feed of all people you follow; and
  • Favorites – This tab will be a chronological feed of only the accounts you designate as favorites; you can make this your own – favoring family, friends, competitors, influencers, whatever you don’t want to miss.
Jessica Mahon is the Marketing Director for Countryside Rentals dba Rent-2-Own

According to Mosseri, Instagram is rolling out a test of the new tri-feed to select users right now, but is hoping to launch the final version of the new feeds within the next six months.

RTO digital-marketing experts are cautiously optimistic about the Insta changes. Jessica Mahon, Marketing Director for APRO member Countryside Rentals dba Rent-2-Own, is reserving judgment about the new feeds until everyone can use them.

“We don’t yet know all the details of these features – how to toggle between them or how easy they may be to use,” said Mahon. “Ultimately, the way Instagram is changing its feed could make it more competitive to be seen.”

Amberlee Maya, Director of Marketing at Rent King, is more hopeful the new feeds might improve rent-to-own businesses’ Instagram experience.

Amberlee Maya is the Director of Marketing at Rent King

“It’s been a struggle for our stores to really gain momentum on Instagram,” Maya said. “Hopefully, this change will bring more opportunities for those who do follow us to actually see our content. Plus, we’ll be able to ask people to add us to their favorites, so they never miss an awesome offer or giveaway.”

Regardless of how Instagram feeds might change, digital-marketing professionals urge users to remember that engaging, fun, and educational content – especially videos – will still be key to connecting and growing via the app.

“My best advice is to continue to leverage and utilize Instagram’s current features to their maximum potential,” Mahon concludes. “Create a monthly content plan that aligns with your goals, then create eye-catching, fun content that encourages user engagement, use video whenever you can, use the highlights tools, use stories, create ads, and tell your RTO story!”

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Mike Lewis

Mike Lewis is a Premier Rental Purchase franchisee with multiple stores and currently serves as Vice President of Operations. With 33 years of experience in the rent-to-own industry, he has spent the past 20 years working closely with franchisee owners and previously spent 12 years in Corporate RTO, gaining a strong foundation in the business.

For the past five years, Mike has been sharing his knowledge by teaching managers and franchisees at the company’s Training Center.

Outside of work, he enjoys time with his family, kids, and grandkids, and appreciates the simple things in life – especially riding his Harley Davidson with the sun on his face. If you know, you know!

Lauren Talicska

Arona Corporation dba Arona Home Essentials

Lauren Talicska is an experienced multi-channel marketing specialist and the Vice President of Marketing & Communications at Arona Home Essentials. She has found her home in the RTO community, supporting stores in branding, growth, and increasing traffic.

You may recognize Lauren as a former RTO vendor, including her time as a partner for Nationwide RentDirect, or her previous participation in the APRO Vendor Advisory Committee. Lauren calls Columbus, Ohio, home and spends her workday crafting and executing marketing promotions from inception to realization, all while supporting the branding and social media needs of all the Arona stores in 12 states (plus Puerto Rico!).

Charles Smitherman

APRO

Charles Smitherman, JD, PhD, CAE, became CEO of APRO in 2023, bringing years of legal and executive experience in the rent-to-own industry. 

Prior to joining the association, Charles served as COO, General Counsel, and Vice President of PTS Financial Services, where he played an active role in the rent-to-own industry by representing his company through PTS’s club program offering with APRO member dealers. Charles is an attorney with two decades of experience across a wide variety of areas, including RTO, consumer financial services, antitrust, corporate law, mergers and acquisitions, litigation, franchise law, and privacy law. Following law school at the University of Georgia, Charles earned a Master of Legal Studies and PhD in Law from the University of Oxford in England.

Charles is credentialed as a Certified Association Executive (CAE) with the American Society of Association Executives, a Certified Franchise Executive (CFE) with the International Franchise Association, and a Certified Information Privacy Professional (CIPP/US) and Certified Information Privacy Manager (CIPM) through the International Association of Privacy Professionals. As APRO’s sixth CEO in its 45-year history, he brings a collaborative, member-focused approach to association leadership, emphasizing transparency, advocacy, and value creation. Outside of work, Charles is an active ultra runner and open water swimmer.

Mike Kays

Ashley Furniture Industries

As VP of Rental Sales for Ashley Furniture Industries, Mike thrives on building relationships with our RTO industry veterans, and helping businesses grow through new product, new marketing, and new supply chain options.

Mike works to leverage a wide breadth of relationships and influence, intimate knowledge of market trends, and unique knowledge of what RTO dealers need from a supplier to be successful.

The saying goes that a high tide raises all boats, and our goal is to leverage the world’s largest furniture manufacturer to drive the continued growth of the RTO industry and all the suppliers.

Mike Tissot

Countryside Rentals Inc., dba Rent-2-Own

Mike grew up in the rent-to-own industry under the guidance of his father, former APRO President and RTO legend Darrell Tissot. For nearly 25 years, Mike’s innovative leadership has helped expand the family business to more than 40 stores across Ohio and Kentucky while also shaping the industry as a whole.

He has served as President of the Ohio Rental Dealers Association, an APRO board member and Treasurer, and President and Treasurer of the TRIB Group. His contributions have earned him the APRO President’s Award of Excellence and the title of APRO Rental Dealer of the Year.

Outside of RTO, Mike enjoys time at the lake house or in Orange Beach, Alabama, with his girlfriend, Angela Strong McCool. A passionate Cincinnati Reds fan, he rarely misses a game, whether watching or listening alongside his parents. He also takes every opportunity to visit Arizona, where his daughter is currently attending Arizona State University.