So, why is Instagram so much harder these days, and more importantly, what can you do that actually works?

Why Instagram Has Become a Tougher Nut to Crack

1. The Dreaded Tumbleweed Effect

We’ve all been there. You put out a post, and… nothing. Absolute silence. This isn’t just you—many people are finding that static posts, especially those with non-impactful graphics, simply aren’t getting the love they used to. These posts might have worked once, but now, they often sit there with no likes, no comments, just gathering digital dust. It’s time to stop creating these and focus on what’s working.

2. Saturation: A Needle in a Haystack

Instagram isn’t the small, cozy platform it once was. With over 200 million businesses now competing for attention, your content is just one tiny needle in a massive haystack. Standing out in this crowd is no small feat. The sheer volume of posts means that even your most well-thought-out content can get lost in the noise.

3. Algorithm Aggravation

Ah, the algorithm. That ever-changing, ever-confounding puzzle. It’s tempting to try to figure it out, but let’s be real—it’s not worth the effort. Just when you think you’ve cracked the code, it shifts again. Your best bet is to follow accounts that provide regular updates on these changes*, but don’t waste your energy chasing the algorithm. Instead, focus on consistency and quality.

*Pink Storm Social

4. The Rise of New Platforms

Instagram’s dominance isn’t what it used to be. Platforms like TikTok and BeReal are capturing users’ attention, especially among younger audiences. I spend more time on TikTok than Instagram these days when browsing for myself. This shift means fewer people are actively engaging with content on Instagram, making it even harder to grow your presence organically.

5. The Pay-to-Play Reality

Meta, Instagram’s owner, has made it clear that if you want to reach your audience, you need to pay for it. Organic reach has taken a nosedive as they push businesses towards sponsored posts and ads. Have a scroll through the first 10 posts on your feed – I guarantee 2-3 of them will be sponsored posts. That makes it blinking hard for the rest of us, who aren’t going to pour thousands into ads.

OK – Now I have explained why it is hard I don’t want you totally to lose heart. It is still worth being on Instagram, and a platform that brings joy to a lot of us.

What Does Work on Instagram in 2024?

Despite the challenges, some strategies are still effective—if you’re smart about how you use them.

1. Reels: The Consistency Conundrum

Reels are where it’s at if you want to grow your audience. But let me be clear: it’s not about throwing up any old video and hoping for the best. Consistency is key. I know a business owner who challenged herself to post daily reels at the end of 2023. Five months in, her page exploded with 15,000 new followers. But beware—chasing the dopamine hit of a viral reel can lead you off-brand. Yes, a well-performing reel can increase your clout, but will it bring in clients? That’s another question entirely.

The trick? Keep it simple and post regularly. If creating reels isn’t something you enjoy, or it feels like a slog, don’t force it. No point in doing something that makes you miserable.

2. Engagement: The Right Way

One of the best ways to grow your following organically is by engaging with the right users. Here’s a simple, step-by-step strategy:

1. Identify Active Followers: Start by finding accounts in your niche with active followers. The easiest way is to Google keywords related to your industry and check out the top results. These accounts are likely getting plenty of real traffic.

2. Engage Strategically: Once you’ve found a relevant account, go through their followers list. Look for accounts with active stories (you’ll see a purple ring around their profile picture) or recent posts. This ensures they’re currently active.

3. Interact with Their Content: View and like their stories, and then like 1-3 of their posts. This will trigger notifications, prompting them to check out your profile. If they like what they see, they’ll follow you back.

4. Repeat: Consistency is key here. Regularly engaging with these users will help you build a following that’s genuinely interested in what you offer.

3. Your Online Rolodex

Instagram is still a fantastic tool for keeping in touch with people you meet at events and when out and about. Follow up with new connections by connecting with them on Instagram. This simple act helps maintain relationships and keeps you top of mind. Plus, by engaging with their content, you learn more about them, and start to build a relationship.

4. Declutter Your Account

One of the challenges with engaging with other businesses is that it is hard to see the content you want to. Declutter your account. I went through everyone I was following and got rid of a lot of accounts that were no longer active, accounts where people hadn’t posted for 1-2 years, or who are no longer of interest to me. The result is I am seeing much more posts from people I am genuinely interested in and want to connect with.

5. Borrow Audiences

One of the most effective ways to expand your reach is by tagging other accounts in your posts and stories. For example, if you visit a local coffee shop or hotel, tag them in your content. You’re essentially creating free content for them to share, which is an easy way for them to amplify your reach by sharing it with their audience. This approach not only helps you, but it’s also a generous way to support other businesses.