Cracking the Instagram Code: Understanding Why Engagement Has Plummeted
No one’s Instagram posts are getting the reach and engagement they used to. This is the new normal. So let’s accept it and move on.
One of the more frustrating things to see on Instagram as a social media consultant and manager is the hate users give Adam Mosseri about the algorithm changes. People continue to hang on to a past that is long gone, with many advocating for Instagram to return to a chronological feed, believing it would solve visibility issues.
But here is the bottom line: there is more content shared on Instagram than people have time to see.
I’m writing this blog post less to defend Adam Mosseri and Instagram, and more as a way of trying to get people to think a little deeper about why their content is not getting as much engagement so that we can all do away with the old idea of Instagram and with vanity metrics once and for all.
Let’s look at why our content is getting lost in the shuffle.
Increased Competition
Back when Instagram was new, gaining followers and engagement was simpler (Oh, how I miss those days!). There were fewer users and less content, so your posts stood out more. Today, millions of posts flood the platform daily, making it much harder to get noticed.
Changing User Habits
People don’t use Instagram the same way they used to. Many now spend more time in direct messages than engaging with posts. Instead of liking or commenting, they share posts privately and discuss them in DMs. This shift means fewer visible interactions on your posts, even if people are still talking about them.
Divided Attention
When Instagram first started, the only type of content was pictures. Now, users' attention is divided among various content types: reels, feed posts (single images or carousels), and stories. This diversification means users spend their time across different types of content, which can affect the visibility and engagement of your posts.
Ads and Sponsored Content
Another reason your organic posts are not getting seen is the increase in ads on Instagram. In the past, there were fewer ads, but now the platform is filled with sponsored content. You have to contend with these paid posts, which take up space in users' feeds.
Instagram Suggestions
Instagram is now showcasing new accounts and suggesting related content to users. This means users often see posts or Reels from accounts they don’t follow but are similar to the content they’ve engaged with recently. These suggestions add more content to users' feeds, making it even harder for your posts to stand out.
Big Stories and Events
Whenever there's a big story, event, or holiday, the platform is flooded with related content. Whether it's a major news event, a significant holiday like Mother's Day, or a trending topic, everyone is posting about it. This influx of specific content means there's less room for your posts to appear in people's feeds, reducing their visibility.
Shifting Interests
Think about your own use of social media. Interests change over time. For example, one week I might be really into a certain style of home decor. The algorithm starts showing me that kind of content. But when I lose interest, I might unfollow those accounts or just stop engaging with them. In the bridal industry, a good example is brides-to-be. They might follow certain designers and save styles they like, but after the wedding, their interest wanes. They stop engaging with that content, so Instagram stops showing it to them. People's interests shift, and Instagram adapts to keep users engaged with what they currently find interesting.
More Platforms, More Choices
Social media is not just Facebook and Instagram anymore. Apps like TikTok, Snapchat, and others have captured users' attention. With so many options, people divide their time and engagement across multiple platforms.
Social Media Fatigue
There’s growing awareness of social media’s impact on mental health. Many users are cutting back on their screen time or engaging less. This general decline in engagement means your content isn't reaching as many people.
The Silver Lining
Shares and Saves
Adam Mosseri recently highlighted the importance of shares as a key metric. When your content gets shared a lot, whether on stories or through direct messages, it's a strong signal to the Instagram algorithm that it's valuable content. This prompts the algorithm to prioritize showing your post to more users. Similarly, saves are crucial. For example, in the bridal industry, if someone saves a post about a wedding dress, it indicates genuine interest. These interactions matter more than likes and can significantly boost your content's visibility.
Focus on Meaningful Engagement
While it’s frustrating when our content doesn’t get seen, focusing on vanity metrics like likes or comments won’t get us far. The real goal is to be visible when people are looking for your business or product, and Instagram is actually good at that. Don’t worry about having a high number of likes. Instead, aim for direct engagements with users who are genuinely interested in what you offer. These are the people who are more likely to become your customers.
Conclusion
We can continue to hate on Mosseri and the way Instagram has changed till we’re blue in the face, but that won’t bring back the old Instagram. Increased competition, changing user habits, new platforms, social media fatigue, shifting interests, more ads, Instagram’s content suggestions, big stories and events, and the division of user attention all play a role. Understanding these dynamics can help us adjust our expectations and strategies. Remember, it’s not just the algorithm – it’s about how we all use social media today. Focus on building genuine connections with your audience, and you’ll find that meaningful engagement is far more valuable than vanity metrics.