You’ve experienced it, or likely know someone who has: engagement dropping on Instagram. This is something that many creators are experiencing lately, especially when it comes to classic feed posts. So don’t worry you’re not crazy and neither is your influencer friend who constantly rambles on about it. Ever since Instagram rolled out Reels, the platform seems to be playing favourites with that method of content. It’s been great for creators who are looking to repost their TikTok videos on Instagram. However for those creators who prefer the more traditional methods of content, engagement dropping on Instagram has been devastating.
It’s not just creators who are suffering with engagement. Businesses and brands who rely on social media to market their products are also seeing drops in likes and comments. And for those who use Instagram as a marketing tool they might not have the time or the means to add video content creators to their plates. This is especially true for small businesses who generally run their socials themselves.
The good (and bad) news is engagement dropping on Instagram is affecting many. And it’s not just newer users who are struggling with this. Even the most seasoned of Instagram users are noticing a drop in the numbers. In fact the longest running brands and creators have a better insight into how much engagement has dropped since they hay day they once experienced just a few years ago.
Why Is My Engagement Dropping on Instagram?
So you’re probably wondering why is my engagement on Instagram dropping. Well like we mentioned above the focus on Reels content means the algorithm has changed. Instagram is rewarding those who post Reels with a higher reach which means more engagement. And the more engagement you get the better it is for your reach. This is the game that many find themselves constantly trying to win. We all want the chance to go viral.
However the algorithm can’t always be to blame. In fact there are many creators and brands that have committed to Reels content, and are still seeing low engagement rates. There are a few things that factor into this, some being self-inflicted.
Never-ending Sea of Content
Instagram has over 1.4 billion users to date. While this is a good thing for those looking to make a name for themselves, it also has a downside. In the earlier years of Instagram is was so much easier to discover content from brands and creators through hashtags and eventually location tags. As more and more people have join the platform, it only means more content. Hashtags that might have only had a few thousand posts under them, now have millions. It’s the same thing for our home feeds, the more accounts we follow the more content there is to be shown. And ever since Instagram did away with their chronological feed the algorithm determines what you’re shown and in what order. It’s no wonder it’s been challenging for creators and marketers to stand out among the crowd.
There are two big mistakes so many make when it comes to their Instagram activity. The first one is they come up with these aggressive content strategies that they just can’t seem to keep up with. They either run out of content ideas and become uninspired or just can’t keep up with content demands and they stop posting. The second is they allow bad results to demotivate them and give up. Generally this is due to the high expectation that everything you post is going to to viral, or at the very least perform well. That’s unrealistic and not a good way to approach things.
The best thing you can do to better your chances of getting good engagement is to be active regularly, at a pace you can maintain. If your followers (and the algorithm) knows when you’re going to post, they’re likely to anticipate (and reward) your content. This means more engagement and a better reach.
Low Quality Content
You might be seeing a drop in engagement on Instagram for the simple reason that your content is just not that interesting. You want your content to be able to capture attention within seconds. So making sure you’re publishing high quality content be it Reels or traditional posts is crucial. But quality isn’t just about lighting or having the latest smartphone. How valuable your content is to your audience also plays a role. If you’re posting content that just isn’t resonating how can you expect to get likes and comments on Instagram?
Finally many always forget that their captions are a piece of their content. Not everyone may read it, but many surprisingly do. Write something that is catchy and bonus points for a call to action that encourages engagement.
Users Change How They Interact
One thing we don’t have control of is how others behave. And the truth is the way users interact with content on Instagram has drastically changed since the days of built in filters and frames. Because of the sheer volume of content on the platform people move quickly through things. Even if you’ve capture their attention enough to watch or look, you might not have done enough for anything more. It also in the way that Instagram requires us to navigate through content. Swipe up, swipe down, swipe right… The days of the automatic (and awfully generous) double tap are sadly behind us.
Tips for Boosting Engagement on Instagram
While there are some things out of your hands when it comes to your engagement dropping on Instagram, it’s not all a lost cause. There are still many things you can implement into your social media habits and routines to get more likes and comments.
Interact With Your Audience
One of the most authentic things you can do to prevent your engagement from dropping on Instagram is to be engaging yourself. Making the effort to interact with your audience is how you built a community and relationships with them. There are many ways in which you can do this, and it’s just a matter of finding what works for you. The one thing that to us is non-negotiable is replying to all comments and DMs that users leave. At the very least if a reply isn’t applicable, an acknowledgement with a like. You should also do this to any content you get tagged in unless of course it’s spam. If you want to take this traditional method of interaction a step further, go and engage on their content.
You can also interact with your audience by driving the conversation with just a few little tricks. Calls to action in your caption like asking questions or for feedback can really encourage discussion. You can also do this in your Stories and Reels directly. Speaking of Stories, Instagram has a bunch of built in tools to help interact with your audience. Stickers like Polls and Ask a Question help you to connect even more. These methods only encourage a sense of loyalty from your followers which more often than not get them engaging with your content.
Hop On The Reels Train
If you can’t beat them, join them. Eventually we have to advance with the times and accept that Reels are here to stay. While the entire process can seem intimidating at first, Reels can be a lot of fun to create. You don’t have to be a professional sketch comedian to dip your toe in the water. Many find great success on Reels with the simplest of content ideas. And if all else fails Instagram has a lot of resources and tools like Reels Templates to help you get into the game.
Use Keywords and Hashtags
By now everyone knows that hashtags are key when it comes to your reach. But with changes to Instagram in recent times, keywords have become equally as valuable. Now when searching for content on the Explore Page users can type in keywords instead of hashtags. So it’s important when writing your captions that you think of choosing words that fit (and hopefully describe) your content.
For those who aren’t wordsmiths there’s a little trick you can do, although we don’t know how long it’ll take for Instagram to catch on. In addition to including a spot for hashtags in your caption, have one for keywords you can type out in the same manner.
Post When Your Audience Is Most Active
If you want your followers and audience to engage with your Instagram content, it helps if they’re actually using the app. Not sure when you’re followers are most active? That means you probably don’t have a business account and you probably should. You’ll get access to tools like Instagram Insights helps you to understand not only when your audience is most active, but where they are located too. So in addition to keeping in mind activity windows, you can also work with time zones too.
Use Engagement Groups
Engagement groups came onto the scene a little over 5 years ago as a way for users to combat the early days of the algorithm. Originally creators started putting together small pods of a handful of their creator friends to help boost each others content. This eventually turned into giant engagement groups with hundreds of users that help each other boost their engagement.
We host one of the largest networks of Instagram engagement groups on Telegram, a third party communication app. Here users have access to multiple different engagement groups for likes and comments. We also have niche specific groups like our Fashion & Beauty groups where users can connect with other creators and Instagrammers with like-minded content. Not only are our groups a great tool to help your engagement dropping on Instagram, but you also get the chance to network with others and built connections.