Maybe it’s just me, but Instagram SUCKS right now. Engagement is down, reach is down, and Reels seem to have completely lost their hope of virality. Usually when this happens I blame it on the algorithm and say something like, “IG is acting weird today.” But this has been going on for over a month, and it feels more permanent.
Here are my thoughts on why Instagram engagement is down and how to combat it.
Why Your Instagram Engagement is Down
In Instagram’s desperate attempt to copy and mimic the style and algorithm of TikTok, it went all-in on Reels. They over-rewarded accounts posting Reels and punished accounts that were sticking to photos.
Naturally, creators were left with no choice but to double down on Reels because that is what was getting the likes, comments, saves and shares. This created an oversaturation of this type of content. Our feeds became flooded with the same audio, the same stupid pointing, and the same style of video being served to us over and over. The app lost its original feel, and users became numb to the “new” video style they were already getting on TikTok.
Also, it’s important to note that Instagram is adding new features right now, like Gifts, and anytime new features are added, engagement seems to decrease across the board. So these updates might also be contributing to the current hell that we’re in.
Combine this with the fact that content creators, coaches, myself, and EVERYONE kept urging you to post as much as humanly possible. We said it over and over again: “The more at-bats you get, the more likely it is for something to hit.” That rhymed.
The concept is still true, but think about what it did to the amount of content being published on the app. Gary Vee was literally telling people to post FIVE+ times per day. This sentiment has caused what we see today: there’s just too much content on the app.
In fact, I am starting to believe that posting 2-3 times per day might actually hurt you. Think about it… if you put up three posts that all perform terribly, you’re constantly showing the algorithm that people do not want to engage with your account. Maybe if you post a little more sparingly, but really focus on the quality and intention of the post, it might perform better. I’m just spitballing here…but I have noticed that if I lay off a little (especially on Stories) and then post again, it tends to do better because I haven’t exhausted the algorithm and people with my content that day.
I’ve also been saying for over a year now that these high-quality, bulk-recorded Reels cannot be your only form of content. People want variety and don’t want to see the same setting and style over and over again. We are also learning this with our BAM content. Clips from podcasts and shows are not performing nearly as well as they were a few months ago.
So, we must adapt.
What IS Performing The Best Right Now?
Right now, the two types of posts I see consistently getting the most engagement are Green Screen Reels and Carousel or slideshow posts. The Green Screens have a built-in hook, they have great retention, and they are easy to film.
I would be hammering as many of these as possible. Take a news article, maybe something local, and give your take on it. You don’t need a film crew, a videographer, or an editor.
Slideshows are crushing right now because they keep viewers on a post longer, and they give the audience different options to sort through and consume. I’ve noticed on both @nowbam and @thebrokeagent, Carousel posts consistently outperform even original Reels.
As we said in the BAM post above, format slideshow posts like a Reel:
- First slide: Create a hook
- Middle slides: Add value
- End slide: Call to action
So, the moral of this story is if you see a large drop in engagement, you’re not alone.
Now, you can either keep doing the same thing (that isn’t working) or evolve and try to expand your reach by capitalizing on these two types of posts. It’s also important to remember that as Instagram continues to toy with its algorithm, new features, and the demands of Kylie Jenner, these seemingly random peaks and valleys of engagement will continue to come and go.
Good luck out there.
