Why Your Instagram Engagement Is Dropping in 2025 (And How to Fix It)

Social media isn’t what it used to be. Engagement is down, organic reach is shrinking, and businesses are fighting harder than ever for visibility. If your once-active social media presence feels like a waste of time, you’re not alone. Instagram has changed, and so has your audience.

In 2025, developing a social media marketing strategy requires more than just posting content. Businesses are expected to manage lead generation, branding, content creation, community engagement, influencer marketing, paid ads, and content calendars—all while keeping up with constant algorithm shifts.

More complicated than understanding American politics? (Just kidding… kind of.) But seriously, just when you think you’ve optimised your content strategy, Instagram switches things up again.

This guide is here to help. Instead of chasing trends that don’t work, you’ll learn exactly:

✅ What’s changed on Instagram

✅ Why your engagement is dropping

✅ How to fix it and drive traffic to your website—without adding extra hours to your workload

User Behaviour Has Changed & Engagement Is Dropping

Instagram has implemented several algorithm updates, and over the past six months, our clients in B2B, B2C, and service-oriented sectors have experienced a significant decline in metrics.

This trend isn't unique to our clients; it's been a consistent year-over-year pattern for businesses leveraging social media as a marketing tool or revenue source, as highlighted in the 2025 Instagram Benchmarks report.

But before you run back and change your entire marketing funnel, and ditch social media all together. This blog will guide you through step - by - step what holes you should be checking in your current strategy.

Caution: As you read the following, keep in mind your business goals, current social media channels, findings from your competitor analysis, target audience, and best posting times. This strategy should suit businesses in diverse sectors and industries.

The biggest shift we have noticed is for a long time, Reels were king. But now? Carousels drive the highest engagement, overtaking Reels.

The problem? Even Carousel engagement has dropped by 15% year-over-year.

If you’re relying on just one content format—whether it’s static posts, Reels, or Carousels—you’re risking a slow decline in reach.

The Fix: Diversify Your Social Media Content Strategy

To increase brand awareness and engagement, your social media marketing plan should include:

✅ Carousels – Great for storytelling and value-packed posts.

✅ Reels – Best for reaching new audiences, try the new TRIAL reels.

✅ Stories – Builds community and increases interaction - (Great for connecting with your existing audience)

✅ User-generated content – Establishes trust and social proof ( Incentivise clients to share their experiences online, by tagging you )

Mixing different types of content will keep your audience engaged and boost your visibility across social media platforms.

Why Your Instagram Content Is Failing

If you’re spending time and money on social media posts but not seeing results, one (or all) of these issues might be the culprit:

1. You’re Using Reels the Wrong Way

Reels still have huge reach potential, but businesses often misuse them.

• Selling too hard? Social media isn’t a direct sales platform. Nobody scrolls through Instagram looking for a hard pitch.

• Content is too bottom-of-funnel? Awareness-based content performs better than conversion-focused ads.

• Your content is selfish? Instagram is a business too. If your content doesn’t keep people on the platform, Instagram won’t promote it.

What Works Instead?

✔ Educate – Explain a process, break down industry insights.

✔ Tell a story – Showcase client transformations, project highlights.

✔ Show personality – People connect with people, not faceless brands.

Key takeaway: Reels should be valuable and engaging first, sales-driven second.

2. You’re Using Instagram’s Tools Wrong

Instagram isn’t just a content-sharing platform—it’s a relationship-building tool.

Here’s how to make the algorithm work for you:

✔ Use behind-the-scenes content – Show team culture, projects in progress, or event highlights.

✔ Introduce key people in your business – MDs, marketing teams, and service specialists should be visible.

✔ Use interactive features – Polls, Q&As, quizzes, and countdowns to keep your audience engaged.

💡 Remember Simon Sinek’s ‘Golden Circle’ Rule:

People don’t buy what you do, they buy why you do it. If you haven’t seen his TED Talk on this—go watch it. 

3. You’re Being a Sh*tty Friend (AKA You’re Not Engaging Enough)

This is where most businesses fail. They treat social media management like a megaphone, not a conversation.

Think of Instagram like a friendship. If someone only messages you when they need something, you’d stop replying, right? That’s exactly how Instagram sees your business account.

If you’re only pushing content but not:

🚀 Following & engaging with other accounts

🚀 Commenting on industry-relevant posts

🚀 Building relationships with suppliers, clients, and partners

…then Instagram will deprioritise your content.

Do These 3 Things & You’ll Double Your Followers in 6 Months:

✅ Spend 10-15 minutes a day engaging (not just posting).

✅ Comment on relevant industry posts from businesses, partners, and clients.

✅ Use your business account as a human—not a billboard.

Could You Be Shadowbanned? Here’s How to Check.

If you’re doing everything right but still seeing awful reach, you might be shadow banned—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 performs better).

✔ Avoid watermarked content (TikTok, CapCut, Canva overlays).

✔ Use original audio (Instagram deprioritises recycled content).

✔ Hook viewers in the first 3 seconds (otherwise, they scroll past).

✔ Encourage shares & saves (the top engagement signals Instagram prioritises).

Want More Visibility? Consider Meta Verification & Ads.

If your social media marketing strategy is solid but you still can’t get traction, it’s time to play the game strategically.

1. Meta Verification: Is It Worth It?

Meta Verified is a paid verification service that provides:

✔ Higher search visibility & credibility

✔ Direct support from Meta (critical if your account gets hacked)

✔ A WhatsApp business support channel

✔ Links in Reels & multi-location business features

For service-based businesses and B2B brands, Meta Verification can be a game-changer.

2. Meta Ads: Stop Wasting Money on Bad Content

Too many businesses waste money on Instagram ads by boosting low-performing posts.

Instead, amplify what’s already working.

 How to run better Instagram ads:

• Only boost posts that already have strong organic engagement.

• Test different audience segments to refine targeting.

• Keep ad content native—ads that feel organic perform better.

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 essential—don’t rely on one format.

✔ Posting alone isn’t enough—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 strong.

✔ Facebook is still relevant for community building & authority.

Final Thought: Adapt or Get Left Behind

The biggest mistake businesses make? Using the same strategy while expecting different results.