Last month, I found myself feeling that familiar sense of overwhelm that comes with Instagram. I’d been diligently creating Reels each week, convinced that video content was the only way forward if I wanted to maintain visibility. Then something unexpected happened – a simple carousel post outperformed all my recent Reels combined. Was this just a fluke, or was something changing on the platform?

This question led me to look into some recent research that completely challenged what many of us have been told about Instagram strategy. What I discovered might completely change your approach to the platform, potentially saving you hours of time while actually improving your results.

The Surprising Shift in Instagram Engagement

The most unexpected finding from recent data is that regular Posts have made a significant comeback, with reach increasing by 21% compared to last year. Meanwhile, Reels reach has actually decreased by 20%. This completely contradicts the “Reels-first” approach many of us have been following.

This isn’t to say that Reels aren’t valuable – they still offer better results in absolute numbers with 52% more views and 34% more interactions than Posts on average. But the landscape is clearly more balanced than we’ve been led to believe.

For those of us running creative businesses with limited time and resources, this shift offers a welcome permission to reconsider our content mix. It suggests we can achieve strong results without feeling pressured to create videos constantly.

The Power of Carousels

One of the most effective formats right now is the carousel post. Instagram’s expansion of carousel limits to 20 images creates substantial opportunity for engagement. Think about it – carousels invite people to swipe, which signals to the algorithm that your content is valuable.

I’ve seen this work effectively across different creative industries:

• Photographers using carousels to tell the story of an entire shoot
• Graphic designers showcasing the evolution of a project from concept to completion
• Interior designers showing before-and-after transformations

For smaller accounts – those under 2,000 followers – the research shows that static Posts are particularly effective for gaining traction. This means if you’re just building your Instagram presence, you can focus on high-quality images rather than feeling pressured to master video production immediately.

The Importance of Niche Focus

Another fascinating insight from the research is how accounts with very specific niches are significantly outperforming general content creators. From crochet specialists to urban gardening experts, the accounts growing fastest are those that focus intensely on specific areas rather than trying to appeal to everyone.

This might feel counterintuitive – surely reaching more people would mean creating more general content? But the data shows exactly the opposite. By specialising and focusing on a very specific aspect of your creative business, you’re much more likely to attract deeply engaged followers.

Consider this theoretical example: Imagine a garden designer who initially posted about everything from large estate gardens to small urban balconies. After studying their engagement, they notice that posts about small urban gardens consistently perform better. By pivoting to focus exclusively on small-space urban gardening, they could transform from a generalist competing with thousands of others to becoming the go-to expert in a specific niche.

This approach allows you to create more targeted, valuable content for a specific audience – people who will truly connect with what you’re sharing.

The Formula Approach

One of the most practical strategies emerging from the research is what’s called “the formula approach.” This is where accounts identify a specific content format that works well for them and then repeat it consistently with slight variations.

A fascinating example is a local UK fish and chips restaurant with about 87,000 followers. They’ve found a winning formula where they feature the same “characters” in their videos, always with the same opening and always showcasing their signature dishes. Some of these videos have reached millions of views – using essentially the same template repeatedly.

This approach doesn’t require constant creativity or reinvention. Once you find what works for your audience, you can create variations on that theme rather than starting from scratch each time.

Practical Implementation: Where to Start

With so many insights, it can feel overwhelming to know where to begin. Here’s a straightforward approach you might find helpful:

1. Conduct a quick content audit: Look back at your posts from the last few months and identify which ones generated the highest engagement. Look for patterns in these high performers.
2. Prioritise carousel posts: Use them to tell complete stories about your work, showcase processes, or share multiple examples. Create a reason for people to swipe through the images.
3. Use Reels strategically: Rather than feeling like you need to create them constantly, focus on quality over quantity. Pay particular attention to the first three seconds – that’s all you have to capture attention.
4. Create clear calls to action: Be specific and direct. Instead of general statements like “let me know what you think,” try prompts like “Share your favourite tip in the comments” or “Save this post for the next time you need to [specific situation].”
5. Develop a formula: When you find a content format that works well, create multiple variations using the same structure. This consistency helps your audience know what to expect.
6. Reduce reliance on Stories: Since Story reach is declining significantly, use them selectively for time-sensitive content or casual updates.

Most importantly, stick to your niche. Focus on becoming the go-to resource for your specific audience rather than trying to appeal to everyone.

Finding What Works for You

What stands out most from all this research is that success on Instagram doesn’t seem to depend on production value or complex strategies. It’s about clarity, consistency, and understanding exactly what resonates with your specific audience.

This feels much more achievable than trying to keep up with every new trend or feature. It suggests that we can create sustainable approaches that align with our natural strengths and creative processes.

I’d love to hear what’s working for you on Instagram right now. Has your experience matched what the data is showing? Have you found other strategies that are particularly effective for your creative business? Share your thoughts in the comments below or connect with me on Instagram.

And as mentioned in the podcast, here’s the link to the full Metricool Social Media Study, which you can download for free.