Okay, let’s sit down and talk about this. I used to think Instagram was my home turf — my comfort zone. But clearly, things have changed. And when the platform changes, you have to shift your mindset and how you create, especially if you still want to grow.
That feeling of “my IG is flopping” isn’t just mine — I know a lot of other creators and even regular users are feeling it too. One sign? People hiding likes on posts when the numbers are low (not judging — just saying). Personally, I’ve noticed that my reach on IG has dropped a lot compared to the same time last year — and this is with me keeping the same content quality, amount, and frequency. And when reach drops, potential discovery drops. Which means… engagement drops.
Now before you call me an attention seeker — hear me out. If your content flops, don’t just blame the algorithm. But I know my readers follow me for long-form content, not flashy pictures or viral trends (that stuff I save for TikTok). So when Instagram started shifting more toward TikTok-style content and short attention spans, it honestly became a tough space for creators like me who focus on writing and storytelling. And your internet home girl feels it.
That’s why I’m writing this — to share a few insights about what’s going on with Instagram lately. I think they’ll be helpful not just for content creators or aspiring KOLs, but also for brands trying to figure out how to grow. This is coming from someone who’s already gone through all seven stages of grief when it comes to her dying IG reach 😂
IG is kinda greedy now
Instagram used to be all about aesthetics. The grid was a way to build a visual gallery — the whole “for the gram” vibe. It pushed creators and brands to curate a look, to maintain visual consistency. But then TikTok showed up with its insane AI and changed the game. Now IG’s basically trying to copy it — pushing Reels, turning your feed into a TikTok clone, counting views on photos (why though?), and phasing out older video formats.
Okay IG, we get it. You’re chasing TikTok. But here’s the thing: your platform isn’t even handling the basics smoothly yet.
Did you know Instagram has different algorithms for different features?
Yup — there’s one for stories, another for Reels, one for homepage, one for explore page… and they all work slightly differently. While they’re all based on what you interact with, user behavior on IG isn’t as simple as TikTok’s endless scroll. People bounce between homepage and explore page, and maybe Reels sometimes.
But because Instagram is throwing everything into every corner — your homepage now includes:
- ads
- celeb posts
- “suggested” content from random accounts
- Threads posts (?!)
- actual updates from your friends (buried way down)
It’s messy. Most of us use Instagram on mobile, not desktop. So having to scroll through all that just to see a friend’s vacation photo? No thanks. People are tired. They stop scrolling. And if you’re a creator, the only way to be seen is to pay for ads now. It’s overcrowded — too many types of content fighting for attention in one small space. Isn’t that… inefficient?
People are getting more self-aware (and picky)
Social media is a two-way street. Users are evolving too. Personally, on TikTok, if I want to explore a topic, I’ll like or save 2–3 clips and my FYP instantly floods with more of the same. That algorithm is sharp. IG’s trying to do that, but it’s not nearly as clean. Its suggestions pop up everywhere, which just feels suffocating.
On Threads, I’ve noticed people talking about how they barely like posts anymore — not because they don’t care, but because they’re aware that one like will trigger an avalanche of similar content. One time I liked a matcha photo and IG legit thought I was launching a matcha café.
Plus, since the homepage is mostly ads and celebs now, people aren’t scrolling far enough to see updates from friends — so no, IG, if I don’t like my friend’s post it’s not because I don’t care, it’s because I didn’t see it. Can we fix this, please?
The early hours matter, but it’s not always fair
When you post something new, IG gives it a chance — but that chance depends on what happens in the first hour. Shares and saves matter more than comments and likes. IG wants people to talk to each other like they do on Threads.
So now, people are making content that’s either super clickbait-y or controversial — just to spark inbox convos or shares. But what about people like me, who write long captions and value depth over virality? This kind of setup isn’t exactly friendly for long-form content. And for a while (between May–July), IG didn’t even let us paste long text into captions or comments. Their excuse? “People don’t have the patience to read long captions anymore.” 🙃
So… what does it mean to be a content creator?
I have my own way of measuring if my content is still meaningful or helpful to readers — but that’s a story for another day. What I can say now is this: I’ve asked myself whether I’m creating because I care about the content, or just chasing likes. I’m not against chasing likes — let’s be real, likes helped me get where I am. But I also know that likes are a by-product of consistently sharing valuable work.
Being a content creator (in any format: visuals, clips, writing, podcasts) is a long-term thing. It’s built one small piece at a time. Platforms are just tools to help your content find its audience — not the only way to “make it” online.
For now, you’ll probably see me making more short videos on TikTok. Not because I’ve given up on IG — but because, right now, IG and I aren’t quite vibing. Doesn’t mean I’m flopping, or the app’s broken. It just means… we’re out of sync.
But honestly? IG really needs to fix its algorithm.
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