If you have noticed a sudden decline in your Instagram engagement, this post is for you.
Lately, I’ve been hearing the same complaint over and over; that people are getting fewer comments and likes on their posts. When I hear something more than 3 times I start to get curious and do some digging.
Some attribute the recent drop in engagement to the algorithm, others blame 3rd party scheduling applications (such as Grum, Planoly and Schedugram) for their marked decline in Instagram lovin’. The infamous #shadowban has also been bandied about as a possible cause. However, after looking at my own accounts and those of my clients, I think that the answer is much simpler than this.
Which is great news because the solution is pretty simple.
I think that the decrease in engagement is less about your preferred posting platform, the algorithm or the powers that be “hiding” your content due to your chosen hashtags (although I DO love a good conspiracy theory!). I attribute the change to two factors:
1. There are now more users on Instagram
Whaaat? That seems pretty simplistic doesn’t it? But here’s the thing, the number of Instagram users has grown exponentially in the past 6 months. Instagram has now surpassed 1 billion <insert Dr Evil laugh here> users. That’s a lot of people vying for space in your feed. It’s basic mathematics; the more users, the less likely your content will appear in the one and only Instagram feed.
2. Instagram user behaviour has changed
As one of my favourite people on the internet, Tyler J McCall said recently, the party has moved from the feed to Instagram Stories. If you’re not using stories you’re missing the party; you’re stuck inside talking to the elderly neighbour about her rheumatism when you could be poolside sucking down jelly shots and riding a giant inflatable swan (feel free to insert some other form of fun in lieu of intoxicated swan steering).
Why this matters
Instagram stories are now watched by 400 million people every day. By the time I’ve finished writing this post, that number will likely have grown again. Your audience’s attention is now split between the feed and stories. We all know the power of video for accelerating the Know > Like > Trust factor and Stories deliver that and then some. Snackable content that you can watch while multitasking is where it’s at for our attention deficit society.
Stories also provide a fantastic opportunity to connect and engage with your audience and the good ol’ algorithm LOVES engagement and favours those accounts with high levels of interaction.
3. Other factors that may affect your post engagement:
> School holidays: If your audience are predominantly parents, pay attention to school holidays as this may effect if and when your audience is online and ready to engage. There’s nothing like a day spent trying to entertain children to suck the will to scroll out of you!
> Summer: Long hot days spent at the beach/park/dodging snakes whilst bushwalking may result in a temporary drop in your engagement as people choose to connect IRL (in real life) in favour of online.
> Daylight savings: Even an hour’s difference can shake things up on Instagram if your post hits before/after your audience is online. Any decrease in engagement around the changing timezones should quickly resolve itself once everyone gets their circadian rhythms back in check.
The important thing is to know your audience and understand their rituals. These situational factors will cause your engagement to fluctuate. That’s fine and there is no need to panic if/when this happens. Simply adjust your post timings to suit these extraordinary circumstances. If, however, your engagement has been slipping slowly but surely over time, it’s time to shake things up.
How to boost your Instagram engagement:
1. Step back and look at your account Insights as a whole
Sure, you may have fewer likes and comments on your feed posts but, if you are using stories, maybe you’ve got more engagement on them. If you have a business account, click the Insights tab to see (and track!) how much engagement your stories receive.
2. Prioritise Instagram stories when planning your content
If you post twice daily to your feed, try taking this down to once per day and instead posting 4-5 stories throughout the day to see if this boosts your account’s performance. When crafting your stories, look for ways to encourage engagement – use the poll feature, ask questions and invite enquiries via DM.
3. Engage more with your audience to beat the algorithm
The more you engage with your audience, the more likely your posts are to be seen in their feed. Spend 10 minutes per day connecting with other accounts (like and comment on their posts and DM them). This boosts their account performance as well as your own win-win!
The one thing we can be certain of with Instagram, and social media in general, is that it is constantly changing. You need to adapt to these changes and go where the “money” is. If your audience is hanging out on Stories, then you need to be there too. Simple as that.
Coincidentally, I’ve written two guides that can help boost your engagement; The first is a 5-day Instagram Engagement Plan that will help you to engage with your followers and boost your account’s performance in as little as 10 minutes per day.
I have also created a list of my top 10 Tools and Applications to Create Instagram Stories that are eye-catching and memorable and that your followers will want to interact with.
These guides are available exclusively for email subscribers. Sign up now to receive the Engagement Guide right away and the Stories Guide will follow in my next monthly email, filled with tips and tricks to master your socials with style.
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