“Micky, my engagement on Instagram is dropping drastically – it has fallen by over 50% – what should I do?”
That is a sentence I’ve heard a lot recently, especially from the larger Instagram accounts I manage.
That’s why I decided to investigate the matter more closely.
But is Instagram doing the same?
Apparently, yes – but it has not been confirmed by official sources yet. Instagram has usually updated their blog regularly with updates, but that is not the case this time.
Therefore, I researched the blogs that most often report accurately on algorithm updates.
Let’s take a look at what has happened and what you can do to maintain your engagement on Instagram.
Organic visibility is dropping
Instagram has experienced massive growth in recent years, and naturally, the available “spaces” on the platform are becoming more limited – similar to what we’ve seen on Google Adwords and Facebook. My guess is that we will see the same on Amazon.
The more users a platform has, the more competition there will be for individual spots.
This has consequences.
As more users join, more advertisers also enter the space. So, not only are users competing for visibility, but advertisers are competing for the same spots as well.
Additionally, all social media platforms operate based on an algorithm.
Algorithms are often based on what we like and share. That’s why you may notice seeing lots of cat videos and contests on Facebook.
You cannot be inactive
I manage profiles for major personalities and celebrities who primarily use Instagram for personal branding, so they are not always very active.
An important point, however, is that YOU must be active. This can be challenging for larger personalities or brands managed by managers who cannot act directly on behalf of the person behind the profile.
So what do you do?
You must be active – it’s as simple as that. You need to participate like a “normal” user. This means you cannot just exist on the platform. The whole idea behind social media is interaction, so you must engage.
Tips for being active as a brand or personality:
- Comment on the first comments you receive.
- Find people tagging your brand or hashtag, and comment on their posts – be personal, not generic like a “bot.”
- Shout out other users’ posts featuring your products, or photos from events if you are a celebrity. This encourages sharing and signals to Instagram that you are contributing.
- Connect with people and take photos together to boost mutual activity.
- Be authentic as a brand and as a personality. Whether you are a blogger, musician, brand, or e-commerce store, genuine effort counts.
Follow Gary Vaynerchuck on Instagram. Even with over 1 million followers, he often responds to comments or gives away a few shoes to those engaging with his posts.
Hashtags and captions
There has always been debate about hashtags. Recent articles from 2018 indicate that we should use fewer hashtags with higher quality.
I recommend finding niche hashtags rather than the most popular ones. You get lost among millions of posts if you only use the top tags. As a brand or personality, create your own hashtag to start trends others want to follow.
Instagram now allows reporting hashtags – preventing misuse by copycat accounts.
Instagram does not have one algorithm – it has several, and they constantly evolve. What worked yesterday may not work tomorrow. Understanding these algorithms is key to generating reach, engagement, and sales without “fighting” the system.
The algorithm is not one thing – but five systems
Instagram works with multiple systems, each controlling different areas:
- Feed: Primary flow, influenced by relationships and engagement history
- Stories: Prioritizes relation and timeliness
- Explore: Content based on interaction and trends
- Reels: Focus on entertainment, retention, and new reach
- Search: Keyword-based, increasingly like TikTok search
Each system has its logic and priorities. Content that performs in Reels may not perform in Feed, and vice versa.
How the feed algorithm works
Feed prioritizes your relationship with the user:
- How often they interact with your content
- Whether they have shared, saved, or liked your previous posts
- How much time they spend on your posts
- What they interacted with from similar profiles
This means one good post is not enough. You need ongoing interaction and to keep people engaged longer on your posts.
How the Reels algorithm works
Reels is Instagram’s discovery engine, designed to reach new audiences. It prioritizes:
- Completion rate: Do viewers watch the video to the end?
- Rewatch: Do they watch it again?
- Engagement: Comments, likes, and shares, especially early
- Use of original sounds and effects
Hook viewers within the first 1–2 seconds. Use captions and short formats. Make sound part of the story, not just music.
How the stories algorithm works
Stories prioritize closeness and timeliness. The more you interact with a profile, the higher their story appears. To optimize:
- Post consistently, ideally daily
- Use interactive stickers: polls, questions, quizzes
- Respond to replies to strengthen relationships
Stories build trust and connection rather than going viral.
How explore and search work
- Explore: Content shown based on interest and behavior; Meta tests content to measure reactions. Use relevant hashtags, prioritize quality and engagement.
- Search: Users search for inspiration (“tattoo ideas,” “budget recipes”). Include keywords in captions and overlays. Instagram now acts as a visual search engine, with AI increasingly involved.
What Meta rewards and what to avoid
Meta rewards:
- Original content (not TikTok reposts)
- Using platform features (collabs, remixes, stickers)
- Engagement without clickbait
Avoid:
- Reposts with TikTok watermarks
- Misleading text or engagement bait (“Comment YES if you agree”)
- Impersonal or low-quality content
Shadowbanning is rare, but violating guidelines can limit reach without notice. Stick to authentic content.
How to boost reach without compromise
Reach depends on signals, not luck:
- Post when your audience is active (Insights)
- Use carousel posts for longer engagement
- Start posts with strong visual and textual hooks
- Encourage real conversations in comments
- Share posts in stories to amplify reach
You can be strategic without being over-polished. Use data but keep your voice.
The future: AI, Threads, and personalization
Instagram will increasingly adapt to your behavior across platforms, including Threads. AI-driven personalized feeds will show what you interact with across the Meta ecosystem.
Creators must focus on relationships, not just reach: stories → DMs → Reels → feed → profile visits.
Summary: What to focus on
- Understand the difference between feed, reels, explore, stories, and search
- Create original content for each format
- Hook early and keep viewers engaged
- Use platform features and stay active
- Focus on relationships, not just reach
Instagram remains a strong platform – but only if you understand its rules, which change constantly.
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