Instagram's 2026 Algorithm Changes: What We're Actually Seeing

Instagram announced their latest round of algorithm changes in January, and clients have been asking us non-stop: "Is my reach going to tank? Should I be worried?"

So here's a breakdown of what Instagram said, what we're actually seeing on accounts we manage, and what you should probably do about it.

What Instagram Actually Announced

The main changes they highlighted:

What We're Actually Seeing (Real Data)

We manage around 40 accounts across different industries and sizes. Here's what the data shows:

Original content claim? Mostly true.

We noticed accounts that post original content getting about 15-20% more reach compared to accounts that mostly repost. This is a real change from last year when curation accounts did just fine.

However – and this is important – "original" seems to mean more than just "you shot it yourself." Educational carousels that provide genuine value still perform well even if the format is similar to others. Instagram seems to reward original THINKING, not just original footage.

Smaller accounts getting reach? Yes, but...

We do see smaller accounts (under 10k followers) getting more explore page placements than before. Some of our newer accounts are getting 40-50% of their impressions from non-followers.

BUT this only kicks in if you're posting Reels consistently. Static posts from small accounts are still basically invisible. Instagram is giving opportunities to small creators, but only if you play the Reels game.

Shares and sends? 100% true.

This is the biggest change we've noticed. Content that gets shared to stories or sent via DM absolutely explodes in reach. We had a post last week that got average likes but exceptional shares – it reached 5x our follower count.

If you're still optimizing for likes, you're playing last year's game. The question to ask now is: "Would someone share this with their friend?"

Video winning? Obviously.

Reels outperform static posts by 3-4x on average across our accounts. This gap has gotten even bigger in 2026. If you're only posting photos... I don't know what to tell you. You're fighting an uphill battle.

What You Should Do About It

Based on what's actually working:

Prioritize Reels. I know, I know, everyone keeps saying this. But the data doesn't lie. At minimum, you should be posting 2-3 Reels per week. Ideally more.

Make content worth sharing. Before you post, ask yourself: "Would someone send this to a friend? Would someone share this to their story?" If the answer is no, maybe it's not worth posting.

Stop reposting others' content. Unless you're adding significant value or commentary, aggregation is dying. Build your own original point of view.

Engage genuinely. This has always been true but it matters even more now. Reply to comments, respond to DMs, engage with your community. The algorithm notices.

Don't chase likes. A post with 50 likes and 20 shares will outperform a post with 200 likes and 2 shares. Adjust your thinking.

The Uncomfortable Truth

Here's something nobody talks about: the algorithm changes almost don't matter if your content isn't good.

Every time Instagram updates the algorithm, people look for hacks and shortcuts. "Post at 7pm!" "Use exactly 5 hashtags!" "Always start Reels with a hook!"

These things help at the margins. But the accounts that consistently grow are the ones making genuinely valuable content. Period.

If you're putting out mediocre content, no algorithm hack will save you. If you're putting out great content, the algorithm will eventually find you.

Focus less on gaming the system and more on actually being worth following.

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Struggling to keep up with Instagram's constant changes? We help brands build strategies that work regardless of algorithm updates. Let's chat.