INSTAGRAMS NEXT SHIFT: CONTENT OVER FOLLOWERS
This week, Instagram’s CEO Adam Mosseri announced another change to the algorithm. The update will give you more control over what you see in your feed. Instead of the app recommending posts based only on your activity, you’ll have a greater ability to choose the content you want while silencing what you don’t.
At first glance, this might sound like a small adjustment, but the ripple effect for creators is massive. Instagram is once again re-shaping how content is discovered and consumed.
A few weeks back, I spoke about how it is no longer Social Media, but rather “interest media” and this is in line with these bold next moves.
WHAT THIS MEANS FOR YOU AS A CREATOR
Here’s the bottom line: followers matter less, content matters more. If your strategy has been focused on growing a follower count and relying on that audience to see your work, you need to pivot fast.
More than ever, apps like Tik Tok and Instagram are filled with new creators and these platforms are over saturated now. In order to be successful you now cant be status quo but be rather the authority in your space.
This shift means the platform is functioning more like a search engine than a simple feed. People will seek out content based on what they’re interested in, not just who they follow. That’s a complete mindset change for how creators need to approach growth.
THREE STEPS TO STAY AHEAD
1. Get laser-focused on your brand
Define what you’re about and build content that reflects it clearly. The more niche and targeted your content, the easier it is for people to find you. This means you are going to want to get laser focused about your voice, tone, brand, messaging and define clearly what it is you share online.
2. Use keywords everywhere
Start thinking in search terms. Add keywords in your captions, on-screen text, and descriptions. These little details help Instagram know who to show your content to. When you create content you want to help it get discovered so be intentional from the voiceovers, hooks, captains and text overlay.
3. Create value-driven content
Posts should be either savable or shareable. If your audience feels compelled to save it for later or share it with a friend, your reach expands far beyond what the algorithm alone can deliver. Before you hit post, evaluate your content to see if it ticks the boxes of bringing value. Is it just about you or is not about them?
WHY INSTAGRAM IS MAKING THIS CHANGE
People are tired of endless doom scrolling. Instagram knows users will spend more time on the app when they quickly find what they’re looking for. By shifting to interest-based discovery and search-style behavior, Instagram can keep people engaged longer.
For creators, this is both a challenge and an opportunity. The challenge is that the old methods no longer work. The opportunity is that high-quality, well-branded, and valuable content has a greater chance of cutting through the noise regardless of follower count.
THE TAKEAWAY
If you want to grow, the time to adapt is now. Pivot from follower-focused to content-focused. Get intentional, get searchable, and create with value at the center. The creators who embrace this shift will be the ones who thrive in the next era of Instagram.
Moraine Lake Banff Alberta
I hope you have the best week!! Thanks for being a part of The Way Forward newsletter. I am working on some exciting new projects and looking forward to sharing with you!
Let’s grow together.
Scott