Let’s cut to the chase: Instagram reach sucks right now.
You’re not imagining it. Reach isn’t what it used to be – numbers are down across the board (18% lower than last year, to be exact). But here’s the good news: it’s not dead, just harder. And harder means we need a smarter strategy.
The New Instagram Playbook
1. Stop Chasing Vanity Metrics, Start Creating Shareable Content
Instagram’s Chief confirmed it: shares are now the ultimate currency. When someone shares your post, they’re spending their social capital on you – staking their reputation on your content.
What makes people share?
Content that makes them look smart/in-the-know
Practical, immediately useful solutions (NYT research proves this)
Stories with emotional arcs (22% more shareable than plain info)
Posts that strike the perfect balance: surprising but simple, valuable but snackable
Pro tip: Notice how LinkedIn went from cringe to cool? That’s the power of useful content. Your Instagram should follow suit.
2. Engagement Metrics Still Matter (But Differently)
While shares rule, don’t ignore:
Comments = Active engagement
Saves = High-value content
Watch time = Video retention
Likes = Still count (just less)
The magic formula? Create content worth discussing and saving. Example: A skincare tip that solves a common problem gets both shares (“My friends need this!”) and saves (“I’ll use this later”).
3. Hack the Algorithm with Cognitive Effort Balance
The best posts make people think just enough:
Surprising enough to pause scrolling
Simple enough to understand instantly
Valuable enough to tag a friend
Example: “95% of people butter cream wrong → Here’s the dermatologist hack” works because it’s:
Unexpected (pause)
Easy to grasp (no science degree needed)
Worth passing along (“@Sarah, we’ve been doing it wrong!”)
4. Create Connection, Not Just Consumption
The new rule: Design content that starts conversations. Try:
Founder storytelling (like DrinkSuit’s “Building SULT” series)
Behind-the-scenes tension/resolution arcs like vjus
Posts that let audiences be the hero (“Share this with your overworked friend”)
Your Action Plan
Audit your top 3 posts – Which got shares/saves? Reverse-engineer why.
Add “share triggers” to upcoming content: practical tips, emotional hooks, or unexpected twists.
Track beyond likes – Prioritise shares and comments in your metrics.
Remember: Instagram rewards what users value, not what brands want to push. Make content people are proud to share, and the algorithm will follow.
