ShareAs Instagram keeps evolving and becomes an even bigger player for businesses, its latest updates focus on meaningful content, smarter ad options, and better ways to drive engagement. Here’s what’s new and how it could work for your brand.
#1. Instagram surpasses Facebook in European users
Instagram now has more active users than Facebook in Europe, a significant milestone that shows its growing influence, especially amongst younger demographics. For businesses, this shift shows the importance of investing specifically in Instagram-centric content strategies.
The traditional “one-size-fits-all” approach to running ads across META’s suite of platforms has been in question, and know we know for sure. Content needs to be tailored to Instagram’s strengths: aesthetic visuals, engaging Reels, and direct, authentic communication through talking-to-camera posts.
Businesses, especially those in the B2B space, need to recognise Instagram’s potential for showcasing their brand personality and humanising their offering. By leveraging the platform’s visual nature, your brand can create content that resonates deeply with audiences while tapping into Instagram’s growing and active user base.
#2. Expanded post-boosting options
Instagram has broadened its post-boosting feature to include more types of content. This is a game-changer for businesses looking to enhance their organic reach. Previously limited to select post formats, brands can now amplify various types of content to meet different marketing goals – be it increasing website traffic, building brand awareness, or growing their follower base.
For businesses, this offers an opportunity to create a more impactful organic strategy. Posts that perform well can now be given additional exposure, ensuring your best content reaches a larger audience. The focus here is on intentional, goal-driven content creation that aligns with specific business objectives.
#3. Hashtags are losing ground
Instagram is phasing out the ability to follow hashtags, marking a shift in how content is discovered on the platform. This follows criticism of hashtags for being cluttered and often spammy, which reduces their value. While hashtags still play a role in discoverability, their declining emphasis signals a move toward prioritising high-quality content and creator-driven engagement.
For businesses, this means investing in well-crafted, visually appealing posts is more important than ever. It also highlights the need to collaborate with creators who align with your brand values and have established trust with your audiences. By focusing on authentic storytelling and professional-grade content, you can ensure you remain discoverable without relying on hashtags.
#4. Insights for reels performance
Instagram is doubling down on Reels, providing performance tips and metrics to help creators and businesses optimise their short-form video strategies. Reels have become a powerful tool for engagement, offering brands a way to showcase creativity and connect with audiences through entertaining, short videos.
By using insights to identify what resonates with their audience, businesses can refine content strategies. This could include experimenting with different formats like how to videos, behind the scenes snippets, or user-generated content to keep your Reels fresh and engaging.
How to re-shape your Instagram strategy
These updates signal a clear trend: Instagram is shifting toward rewarding authenticity, creativity, and high-quality content.
Here’s what businesses should take away from these changes:
- Invest in platform-specific strategies: Allocate resources to create content tailored to Instagram. The days of repurposing the same post across all platforms are over. Instagram thrives on visually compelling, narrative-driven content.
- Leverage paid options strategically: With expanded post-boosting capabilities, your business can blend organic efforts with paid strategies for maximum impact. By analysing which posts perform well organically, you can make sure your paid efforts are both efficient and effective.
- Prioritise creator partnerships: As Instagram champions creator-driven content, consider collaborating with influencers and creators who align with your brand. This can help you reach your audience more authentically than traditional advertising methods.
- Focus on quality over quantity: The reduced reach of hashtags and the rise of creator-focused discoverability mean that brands should invest in fewer, higher-quality posts rather than frequent, lower-value updates. Quality content is what will drive engagement and loyalty.
- Embrace video content: With Reels becoming increasingly important, brands must explore ways to incorporate short-form videos into their strategies. The ability to track performance metrics makes it easier to iterate and improve over time.
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