Navigating a New Era of Instagram

A decade ago, Instagram was a simpler place. Posts appeared in chronological order, engagement was measured in likes and comments, and the idea of saving or sharing content wasn’t even on the table. It was a platform driven by real-time moments, where smaller accounts still had a fair shot at being seen. 

Highlighting skilled American craftsmanship at Gregorius Pineo’s metal workshop in Los Angeles.

Today, Instagram is a major channel where users consume media, shop for products, and follow brands and influencers that align with their tastes. With the deluge of content and advertisers vying for attention – and the algorithm shift that favors large accounts with built-in engagement – it’s more important than ever to create content that is either highly valuable or undeniably captivating. For smaller brands, standing out requires more than consistency—it demands creativity, authenticity, and intentionality. 

Charting Your Brand’s Journey 

Instagram has evolved into a powerful marketing platform for businesses. “Your website might be the destination, but social media is the journey,” says Roxanne Hanna, Founder and Creative Director of Hanna Creative Co.. “It’s where you build your company’s narrative and your audience charts your journey as a brand.” Whether it’s through educational insights, behind-the-scenes glimpses, or inspiring visuals, the key to cutting through the noise is offering something people can’t help but engage with – and share.

Short-form Video Storytelling

The shift toward video content has made managing Instagram more complex, but it also opens the door to richer, more engaging visual storytelling  “With short-form video, we’re able to help clients capture months of content in just a few hours—whether it’s through studio tours, Q&As, or project visits,” says Amber Dwyer, Senior Social Media Specialist at Hanna Creative Co. “These videos give audiences a more personal look at the people behind the work, building stronger connections and trust.”

Capturing the design process at Cameron Design Group in Los Angeles.

Video content also boosts discoverability, helping your account reach new, non-following audiences and increasing overall visibility.

The New Rules and Tools of Engagement

Accounts used to measure success by the number of followers and likes, and the only way to share was to tag others in comments. The introduction of tools, such as saves and shares, has dramatically changed the way content circulates, making virality less about immediate likes and more about long-term relevance. “Shares are the new ‘super likes.’” says Shea Kondratowitz, social media specialist for Hanna Creative Co. “When someone shares or saves a post, they will begin to see more content from that account without technically being a follower.” The ability to add collaborators to a post is a built-in ripple effect that can dramatically impact engagement. “A client recently did a collaborative post with an established brand and it got more views than they have followers,” says Shea. A collaborator can now be added retroactively after the post has gone live, which gives accounts more flexibility.  

"Blend" is another feature that Instagram recently introduced, which enables accounts to create a shared feed of recommended Reels – within your direct messages – with select followers, based on content and categories you frequently interact with.

While these tools give users more ways to interact with content, they also demand a shift in strategy. Posts must now be worth revisiting, not just double-tapping in passing.

A close-up of the fabric selection at Kneedler Fauchere, a premiere design sourcing destination for interior designers in Los Angeles.

Stop Counting Followers

Instead of focusing on gaining followers, shift your attention to the quality of your views and who your content is reaching. These days, people aren’t “following” accounts the way they used to, but that doesn’t mean they’re not engaging. When someone saves, shares, or interacts with your posts, the algorithm takes notice and continues to show them your content — even if they’re not a follower. These types of interactions are a more meaningful and intentional form of engagement.

You should also be tracking the actions that matter: Are people clicking through to your website from Instagram? Are they signing up for your newsletter or reaching out to work with you? Are they making purchases in-app? These are the measurable results that show your content is resonating with your target audience.

Where Do We Go From Here?

Instagram’s evolution may have made growth more challenging, but it has also created opportunities for those willing to adapt. With the advent of sharing and saving, accounts are no longer confined to the pressure of in-the-moment posting, so the emphasis needs to be on storytelling, shareability, and adding value. Brands that use social media to build a cohesive narrative over time have a stronger chance of growing engagement and making an impact.