Marketing Monday: Today’s Instagram Algorithm Explained
How to Increase Reach, Engagement and Visibility
If you've been posting consistently on Instagram but your reach feels unpredictable, it’s not your imagination. Instagram's algorithm has evolved significantly, and many of the strategies that worked just a year ago no longer deliver the same results.
At STA Marketing & PR, one of the most common questions we hear from clients is “How do I get more people to see my content?”
The answer lies in understanding what Instagram values today and creating content that aligns with those priorities.
Here's what business owners, marketers and content creators need to know about today’s Instagram algorithm.
Original Content Wins
Instagram is placing a major emphasis on originality.
For years, many accounts built large followings by reposting content from other creators. Today, Instagram actively demotes accounts that primarily share recycled content and limits their eligibility for recommendations.
Meanwhile, original creators receive a significant distribution advantage.
What does this mean for your business?
Instead of reposting industry content, focus on creating your own:
Behind-the-scenes videos
Team spotlights
Customer stories
Original photography
Educational tips
Industry insights
Event coverage
The more unique and personal your content is, the more likely Instagram is to show it to audiences beyond your followers.
Saves and DM Shares Matter More Than Likes
Many businesses still judge success based on likes. But the algorithm doesn't. Instagram places far more value on content that users:
Save for later
Share through direct messages
Send to friends or colleagues
These actions signal that your content is genuinely valuable rather than simply entertaining for a moment. Think about your own behavior. You might double-tap dozens of posts every week, but you only save or share content that truly resonates.
Instagram recognizes that difference.
Create Content Worth Saving
Content that often generates saves includes:
Checklists
How-to guides
Industry tips
Resource lists
Step-by-step tutorials
Local recommendations
Educational content
Create Content Worth Sharing
Posts that frequently earn DM shares include:
Relatable experiences
Humor
Thought-provoking opinions
Business lessons
Local community content
Trending conversations
Before publishing, ask yourself: “Would someone save his or send it to a friend?” If the answer is no, it may need stronger value.
Carousel Posts Are Dominating Engagement
If you're only posting Reels, you're missing a major opportunity. Currently, carousel posts are generating some of the highest engagement rates on Instagram. Why? Because every swipe counts as an interaction.
The more slides someone views, the stronger the engagement signal becomes. Instagram interprets those interactions as proof that users are interested in your content. Carousels also keep people engaged longer than a single image.
Effective Carousel Ideas
For service businesses:
Before-and-after transformations
Marketing tips
Industry myths
Client success stories
Frequently asked questions
For local businesses:
Local guides
Event recaps
Product highlights
Team introductions
Customer testimonials
The goal is to encourage users to keep swiping until the final slide.
Reels Still Drive Discovery
While carousels excel at engagement, Reels remain one of the most effective tools for reaching new audiences. Think of Reels as your audience growth engine. Instagram continues to push Reels to non-followers, making them ideal for expanding visibility and attracting potential customers. However, the algorithm has become much more selective about which videos it promotes.
The Most Important Reel Metric: Skip Rate
One of the strongest indicators of Reel performance is skip rate. This measures how many viewers scroll away before reaching the three-second mark. If people leave immediately, Instagram assumes the content isn't compelling and reduces distribution.
Improve Your First Three Seconds
Strong hooks can dramatically improve retention.
Examples include:
"Most businesses are making this marketing mistake."
"Here's why your Instagram reach dropped."
"We spent $500 testing this strategy."
"Three things every local business should know."
Pair your hook with strong visuals, movement and clear audio to stop the scroll. The first few seconds determine whether viewers stay or leave.
SEO Has Replaced Hashtag Stuffing
One of the biggest shifts we've seen is Instagram's growing reliance on search optimization. The platform increasingly understands content based on keywords rather than long lists of hashtags. Instead of adding multiple hashtags, focus on writing captions that naturally include the terms your audience is searching for.
For example, rather than: #marketing #business #socialmedia #entrepreneur #branding; write: "Looking for social media marketing tips for small businesses? Here's how local businesses can improve Instagram engagement and reach more customers."
Instagram can now identify those keywords and connect your content with relevant searches. We recommend using no more than three highly relevant hashtags. Quality beats quantity.
Small Accounts Have More Opportunity Than Ever
One of the most encouraging developments for businesses is Instagram's support of smaller creators. Accounts with fewer than 10,000 followers are receiving increased opportunities to reach non-followers.
The algorithm actively tests content with audiences outside your current community to identify emerging creators and businesses. In other words, you don't need a massive audience to grow. You need content that performs well with the audience Instagram initially tests it against.
This creates tremendous opportunities for local businesses, startups, and niche brands willing to consistently produce quality content.
Understanding "Your Algorithm"
As many of you have probably already noticed, Instagram recently introduced features that allow users to customize their own feeds through "Your Algorithm" settings.
Some marketers have misunderstood this feature. These settings do not directly impact the reach of content you publish. Instead, they allow users to influence what they personally see in their feeds.
The takeaway? Focus on creating content people choose to engage with. If your audience consistently saves, shares, and interacts with your posts, Instagram will continue placing your content in front of them.
Today’s Instagram Content Strategy
If we were building an Instagram strategy for a client, it would look something like this:
Weekly Content Mix
Reels (Audience Growth)
Educational tips
Behind-the-scenes content
Quick industry insights
Trending conversations
Carousels (Engagement & Trust Building)
How-to content
Case studies
Resource lists
FAQs
Stories (Relationship Building)
Polls
Questions
Day-to-day updates
Event coverage
Every Post Should Aim For One Goal
Ask:
Will someone save this?
Will someone share this?
Does this provide unique value?
Does it encourage engagement?
If the answer is yes, you're creating content that aligns with how Instagram works today.
Final Thoughts
The biggest misconception about the Instagram algorithm is that it's constantly working against creators. In reality, Instagram is trying to identify content that people genuinely find useful, interesting, and worth sharing.
The brands that are winning aren't posting more content. They're posting more intentional content.
Focus on originality. Create posts worth saving. Use Reels to attract new audiences. Leverage carousels to deepen engagement. Optimize captions for search. And most importantly, prioritize value over vanity metrics.
Likes may feel good, but saves, shares, and meaningful engagement are what drive reach today.
Need help building an Instagram strategy that actually moves the needle? The team at STA Marketing & PR helps businesses create content, increase visibility, and turn engagement into real business growth. Let's talk.