For businesses, this update can be seen as both a challenge and an opportunity.
Those who adapt quickly and put in place a well-planned social media marketing strategy will see stronger reach, high-quality engagement (such as interactions with posts that highlight a deeper level of audience interest), and more meaningful connections with their audience.
How does Instagram’s updated algorithm work?
Instagram has introduced a new AI-powered feature called ‘Your Algorithm’ which allows users to directly influence what content appears in their Reels feed. Users can now input specific topics or interests they want to see more (or less) of, and Instagram re-trains their algorithm to match.
Through the ‘Your Algorithm’ feature, users can:
- See which topics Instagram believes that they are interested in
- Adjust their preferences by choosing topics they want to see more or less of
- Share their algorithms to their Story so that their followers can see their interests.
This new feature signals a clear evolution in how Instagram distributes content on its platform. Engagement still matters, but topic clarity is now also getting rewarded by the algorithm. While it’s easier for users to curate content they genuinely enjoy and want to see more of, generic or unfocused posts may struggle to gain traction, which makes a clear social media strategy more important than ever.
What businesses need to know about Instagram’s update
This update fundamentally changes how content is discovered:
- Reels are now shown in users’ feeds based on relevance and alignment, not just popularity.
- Follower count is less influential than before, whilst consistent content themes play a much larger role in reach and visibility. The algorithm may now penalise inconsistent content themes.
- Posts are evaluated within their topic category, meaning that your content is compared against similar creators and brands, not the entire platform.
If your business’ content frequently jumps between unrelated topics, Instagram may struggle to categorise your account. This confusion can negatively impact reach, discovery, and recommendation potential.
On the other hand, businesses that maintain clear and consistent themes make it easier for Instagram to associate their account with specific audience intent. This improves the likelihood of being recommended across Reels, Explore, and suggested feeds, putting your content in front of users who are actively interested in what you offer.
How businesses can adapt their content
Instagram’s updated algorithm means that businesses may need to take a more deliberate approach to their content strategy. This includes, but is not limited to:
- Defining clear content pillars. This is one of the most effective ways to adapt to algorithm changes as by focusing on two to three core topics aligned with your business objectives, you help Instagram quickly understand what your account is about. Constantly switching between unrelated subjects slows down this learning process and could weaken your discoverability.
- Creating unique and shareable content that is relevant to your products or services. Posts that encourage saves and shares will send a strong signal to the algorithm that your content delivers real value.
- Writing descriptive and keyword rich (without overstuffing) captions can help your posts surface in search results. This boosts organic reach beyond your existing followers and attracts users who are actively searching for content related to your business.
How Hydra Creative can help ensure your business’ social media content remains relevant
As a full service digital agency, we offer social media content marketing services that help businesses turn followers into customers. Our strategies are designed to adapt and evolve alongside changing algorithms.
From working with you to define your content pillars and refine your messaging, to creating optimised content strategies, our expert team can seamlessly guide your brand through every algorithm update. Our focus is on sustainable growth that converts engagement into real business results.
If you would like to discuss the importance of a well-planned social media strategy, get in touch with our friendly team for an initial consultation.
