What Your Businesses Need to Know About Instagram’s Latest Changes
If your business’s social media engagement is down, you’re not imagining things. Instagram has changed, and what worked six months ago might not be cutting it anymore.
For medium to large businesses in the B2B and service-based industries, social media often feels like a time-sucking black hole. Marketing managers are expected to do everything—lead generation, branding, content creation, community management, paid ads, and somehow stay ahead of algorithm changes.
So, let’s cut through the noise. Here’s what’s actually happening with Instagram’s latest social media updates, where businesses are going wrong, and how to adjust your strategy for better ROI—without adding another 10 hours to your week.
User Behaviour has changed and engagement is dropping year-over-year
For a long time, Reels were king. But now? Carousels drive the highest engagement, overtaking Reels.
The catch? Carousel engagement has still dropped by 15% year-over-year.
If you’re relying on one content format—whether it’s static posts, Reels, or Carousels—you’re risking a slow decline in reach.
Tip: Diversify your content. A well-balanced mix of Carousels, Reels, and Stories will keep your audience engaged and your brand visible.
Why Your Instagram content is failing
If you’re spending time and money on social media but not seeing results, one (or all) of these issues is at play:
1. You’re Not Using Reels for the Right Purpose
Reels are still one of the best tools for increasing reach, but businesses often misuse them to solely promote products/services to make a sale…. How often does that stop you from scrolling?
Let’s take a moment to put on our customer hat, and stop thinking purely about the bottom line.
Is your content?
Way too far down the sales funnel, go back to awareness - Do not use organic social media content as an advertising distribution channel. That is not its purpose, and your content will not rank.
Selfish, what are you giving to the platform to keep their customers happy and stay engaged? Remember instagram is also a business, whilst you are trying to do what's best for your own interest, you need to consider what also is best for instagram and that is ;
Keeping people on their platform, they make money from how long someone stays on their platform. So they will reward content that is engaging, funny or
atleast pays them via boosting posts or atleast through meta verification ( i’ll touch on that more later in this article)
Content works best when they;
✔ Educate (explain a process, break down an industry insight)
✔ Tell a story (walkthroughs, client experiences, project highlights)
✔ Show personality (people connect with people—not corporate faceless brands)
Businesses that only post sales-heavy content on Reels won’t get traction. Instagram prioritises content that keeps people watching and engaging.
2. You’re using the tools wrong
Instagram isn’t just a content-sharing platform—it’s a relationship-building tool.
✔ Use behind-the-scenes content (show projects in progress, team culture)
✔ Introduce key people in your business (MDs, marketing teams, sales teams)
✔ Use polls, Q&As, and stickers to spark conversation
Social media isn’t about what you sell—it’s about why people choose you. If your Stories don’t create connections, you’re missing out on engagement opportunities. -
Our favourite explanation of this of all time is by Simon Sinek the golden circle rule, if you haven't heard of it. Go watch it here → TED TALK
3. You’re being a shitty friend.
This is where most businesses fail on social media. Posting content isn’t the same as engaging with your audience.
Think of it like this: If you had a friend who only called you when they needed something, you’d stop picking up.
Instagram sees your business account the same way. If you’re only pushing content but not:
• Following & engaging with other accounts
• Commenting on relevant conversations
• Proactively building relationships in your space
…Instagram will deprioritize your content.
Do these 3 things and you will double your followers in 6 months…
• Spend 10-15 mins a day engaging (not just posting)
• Comment on industry-relevant posts from businesses, partners, clients or suppliers
• Use your business account as a human—not a billboard
If you’re expecting engagement, be the one to start the conversation.
Could You Be Shadowbanned? Here’s How to Check.
If you’re doing everything right but still seeing terrible reach, you might be shadowbanned—meaning Instagram is limiting your content visibility.
How to check:
Go to Profile > Settings > Account Status and see if Instagram has flagged your content.
How to Avoid Instagram Algorithm Restrictions:
Keep videos under 3 minutes (shorter content gets higher reach)
Avoid watermarked content (no TikTok, CapCut, or Canva overlays)
Use original audio (Instagram prioritizes fresh content)
Hook people in the first 3 seconds (otherwise, they scroll)
Encourage shares & saves (Instagram’s top-ranking engagement signals)
If your posts aren’t getting seen, Instagram doesn’t think they’re engaging enough. Time to rethink your approach.
Want More Visibility? Consider Meta Verification & Ads.
If your social media marketing strategy is solid but your content still isn’t getting traction, it’s time to play the game strategically.
1. Meta Verification: Is It Worth It for Your Business?
Meta Verified is a paid verification service that offers:
✔ Better search visibility & ranking
✔ Direct support from Meta (critical if your account gets hacked)
✔ A WhatsApp business support channel
✔ Ability to add links to Reels & showcase multiple business locations
For service-based businesses or B2B brands that rely on Instagram for lead generation, Meta Verified can be a smart move.
2. Meta Ads: Stop Wasting Money on Bad Content
A lot of businesses waste money on ads because they boost low-performing posts. Instead, focus on amplifying what’s already working.
How to run better Instagram ads:
• Only promote posts that already have strong engagement
• Test different audiences & creative formats
• Keep ad content authentic—don’t make it feel like an ad
Instagram ads should enhance what’s working—not compensate for a weak strategy.
Facebook Isn’t Dead—Here’s How to Use It for B2B & Service-Based Businesses
While Instagram dominates discussions, Facebook is still valuable—especially for service-based industries and high-ticket businesses.
Best ways to use Facebook in 2024:
Leverage Community Pages & Groups to build brand authority
Share thought leadership & insights (not just promotional content)
Position yourself as an industry leader through meaningful conversations
If your audience is on Facebook, meet them where they are.
Key Takeaways: What Business Owners & Marketing Managers Need to Do Now
✔ Carousels now get the highest engagement—but Reels still matter.
✔ A balanced content strategy is key (don’t rely on one format).
✔ Posting alone isn’t enough—active engagement is the missing piece.
✔ Check your Account Status to ensure your content isn’t restricted.
✔ Meta Verification & Ads can boost visibility—but only if your content is good to begin with.
✔ Facebook is still relevant for business growth & authority.
The biggest mistake businesses make? Using the same strategy while expecting different results.
If you want to grow your brand visibility, leads, and engagement, you need to adjust your social media management approach to match the latest social media changes.
Instagram will always reward businesses that create real connections, post engaging content, and actively participate in conversations.