Followers Aren’t the Metric to Chase on Instagram Anymore. Here’s Why.
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It’s hard to remember a time when Instagram wasn’t a daily part of our lives. While the platform has undergone many changes over the years, one of the most important has really taken place in the algorithm over the past 12-18 months.
For years, it’s felt like the ultimate goal for any account whether it’s a business, influencer, or just a normal user, was to get more followers. We often see a large following and assume the account is a successful brand. As marketers, it’s sometimes hard not to compare followers to the success of the content marketing strategy. However, there has been a shift in Instagram’s algorithm that has flipped the way we all should look at the analytics of our accounts.
Let’s explore the shift in Instagram’s algorithm, how it impacts users, why chasing followers is no longer the most effective strategy, and some best practices for breaking through this new algorithm.
Instagram’s Algorithm Shift
Instagram’s algorithm has undergone significant changes, focusing less on follower count and more on meaningful engagement and content quality. Back in April, Instagram announced that the algorithm used to prioritize accounts with a larger following. However, they’ve now implemented a new ranking system to give all creators, regardless of account size, an equal chance of getting high reach and engagement.
This shift is driven by Instagram’s goal to reward creators who generate genuine interactions rather than those who merely amass large follower bases. According to, the head of Instagram, Adam Mosseri, “Follower counts matter less than view and like counts. I understand why people focus so much on follower counts; they’re prominent and they’re easy to find. But if you actually want to get a sense for how relevant an account is, look at how many likes they get per post and how many views per reel instead.”
The new algorithm is designed to push content that encourages engagement, such as comments, shares, and saves, regardless of how many followers the creator has. In fact, Mosseri also spoke on the significance of private shares. He says that “shares per reach” is one of the best ways to gauge how content should be ranked. In terms of boosting your reach, the number of shares – AKA how many people felt like sending your content to a friend – is the most impactful.
However, it’s important to remember that there are multiple algorithms working together throughout the platform. As Mosseri explained, “Each part of the app – Feed, Stories, Explore, Reels, Search and more – uses its own algorithm tailored to how people use it. People tend to look for their closest friends in Stories, use Explore to discover new content and creators and be entertained in Reels.” The algorithms can be tricky to navigate and it’s very much a learning game of testing what works and shifting accordingly. We’ll go over some best practices to help you with this in a bit.
Why Instagram Followers Aren’t the Metric to Chase Anymore
Because Instagram is shifting its focus onto the content on its platform, it doesn’t make sense to chase followers the same way we once did. The focus is now on the quality of content and how users interact with that content. The platform’s algorithm prioritizes content that generates meaningful engagement, such as comments, shares, and saves.
As users become more selective in the accounts they follow, preferring deeper engagement with fewer creators, follower count as a measure of success continues to lose significance. The creators who succeed will be those who focus on creating content that gets genuine interest and interaction, rather than simply gaining followers.
When looking at metrics, instead of followers you should be focusing on reach, engagement, impressions, and interactions. These analytics will give you a better look into the results of the new algorithm. They provide a clearer picture of how well content is performing.
How the Instagram Algorithm Shift Impacts Users
For content creators and businesses, this shift has a profound impact on their Instagram strategy. This change means that even if you’re a smaller account, you can achieve high visibility as long as your content resonates with your audience and the general audience it’s being pushed to.
The focus is no longer on getting followers but on creating content that encourages interaction. You need to create high-quality content that encourages conversation, shares, and saves. These tactics will give you a better chance of being seen.
Brands and creators who continue to chase followers as their primary goal may find themselves struggling to maintain visibility. With the algorithm’s new focus on engagement, content from accounts with fewer followers but higher interaction rates can easily outrank content from accounts with larger following but less engagement. You have to focus on the engagement aspect of your content strategy to achieve this.
On top of that, tracking your performance through Instagram Analytics is crucial. They can help you understand what types of content resonate with your audience and how algorithm changes impact your reach. Then, you can tweak your content strategy based on what those analytics tell you. For example, if you notice that carousel posts perform better than one photo post, you can implement more carousels into your strategy. By analyzing these metrics, you can determine what content formats your audience prefers.
Best Practices to Break Through the Algorithm
With these changes in mind, it can be difficult to know how to work with the algorithm and not work against it. Here are five best practices to help you break through Instagram’s new algorithm:
1. Create Engaging Content
This one is probably a given, but it’s that important. Your content should be high-quality and engaging. Engaging content is certainly a broad term and will mean a lot of different things to a lot of different people. That’s why you have to really lean into your customer’s pain and pleasure points through both educational and entertaining tones in order to achieve this for your unique business and offering. With your content you can prompt your audience to take action – whether it’s liking, commenting, sharing, or saving your post. You want to engage with your audience as much as possible to get the most out of the new algorithm.
Engagement is the key to visibility in the current algorithm.
You can’t have true engagement without authenticity. Users are more likely to engage with content that feels genuine and relatable. That means reflecting your brand’s values through a cohesive marketing strategy that represents who your brand is and aims to be is ESSENTIAL.
One of the most engaging types of content right now is short-form videos (Instagram Reels). Video content tends to do good regardless, but now with the algorithm pushing smaller creators and engagement, Reels are even more impactful. Luckily short-from videos are probably the most flexible type of content you can make. Any business can create engaging content through videos.
However, engaging content goes further than just posts on your main feed. Don’t count out Instagram Stories. Every day over 500 million people use Instagram Stories. With stories, you can share snippets of information that help get your audience interested in your main content. Hubspot did a poll about what Stories people preferred and the highest response was “Short narrative stories with photos, videos, and text.” Plus, stories are a great way to interact with your audience through interactive elements such as polls, emoji reactions, and easy access to direct messages.
2. Use Hashtags, Geotags, & Keywords
A practical tip you can easily implement into your existing strategy is hashtags, geotags, and keywords. They are powerful tools for increasing your content’s discoverability, which helps with engagement, which helps with reach, and so on.
Contrary to popular belief, hashtags aren’t dead. Using relevant hashtags can help your content reach users interested in the topics you’re posting about. However, it’s essential to use them wisely. Overusing popular hashtags can bury your content among millions of posts. Instead, opt for a mix of popular and niche hashtags that accurately describe your content. Hashtags help the algorithm know what your content is about.
Geotags can also enhance visibility, especially for location-based businesses. Tagging your posts with your location can attract local users and increase your chances of appearing in location-based searches. Let’s say you’re a niche business in Atlanta, Georgia. It might be somewhat difficult for people to find you organically. But, by geotagging your posts you increase your chances. Every time someone clicks on that location, your posts will show up. Geotagging is just another way to help the algorithm know who to recommend your content to.
Finally, keywords are another way to help people find your content. By listing relevant keywords in the caption of your post, similar to hashtags, you’re helping Instagram know what your content is about. Keywords are beneficial when people are searching for specific things. For example, if someone was searching “easy hairstyles for work” and you had keywords such as “hairstyles” and “work” in your caption, then they’ll have a higher chance of being recommended your content.
3. Post Consistently
Surprise, surprise, we’re telling you to post consistently! That’s because there is truly nothing more beneficial than staying consistent with your content. Regular posting keeps your account active and increases the chances of your content being seen. Plus, it lets the algorithm know that your account is routinely posting content.
However, consistency should not come at the cost of quality. Don’t just post to post. Make sure every post adds value to your audience in some way.
You don’t have to post every day. Figure out a schedule that works for you and stick with it.
4. Utilize the Newest Features
When Instagram drops a new feature, use it. What we mean by this is, when they implement a change in the app like when they added Stories, Reels, or Threads, start using those features to your advantage. This also applies to smaller features like polls in captions and audio on photo posts.
It’s not guaranteed that using these features will make a huge difference in your success. But it’s likely that because Instagram wants new features to be successful, they’ll favor content that is implementing them.
At the same time, make sure you stay updated on shifts in the algorithm. Staying informed about algorithm changes is crucial for maintaining your Instagram strategy’s effectiveness. By staying proactive and switching these accordingly, you can turn algorithm updates into opportunities for growth.
5. Engage with Your Audience
Interaction is a two-way street. Posting engaging content isn’t enough. You need to respond to comments, engage with your followers’ content, and build a community. The more you engage, the more likely your content is to be prioritized by the algorithm.
On top of that, interact with like-minded accounts, potential partners, potential clients, and other industry leaders. If you truly want to build a community and set yourself up to become an authority in your space, then you should go a step further than simply interacting with your audience. Don’t forget to engage with those who could potentially be your audience, like similar accounts and people within your target audience.
As we mentioned earlier, use questions, prompts, and interactive elements to encourage conversation and keep your audience engaged. Using features like polls can help with this.
Overall make sure you’re responding to comments and messages. This simple act can create a sense of community and encourage further interaction from your audience.
Change With the Algorithm and Get External Help If Needed
The Instagram landscape is changing, and with it, the metrics that matter. As the platform continues to evolve, the focus is shifting away from follower count and towards genuine engagement and content quality. Instagram’s algorithm changes can be tough to navigate, but they also present opportunities for those willing to adapt. By understanding the key elements that influence the algorithm, you can use the changes to your advantage. Focus on posting quality content, encouraging engagement, and utilizing best practices. You can continue to thrive on Instagram, regardless of the size of your following.
If you have any confusion or concerns about these algorithm changes, don’t panic. Here at Breezy, we make sure we know about updates to social media platforms so that you don’t have to. Want to never stress about algorithm changes or making content again? Learn how here.
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