Instagram, Old vs New: What Works Today?

Some of the tactics that worked on Instagram a few years ago no longer deliver the same results. The platform has changed, the algorithm has changed and, most importantly, the way people engage with content has changed. In this article we put “then” and “now” side by side and explain how brands can update their Instagram content plans.

What has changed on Instagram?

Instagram is no longer just your followers’ feed. It is a place where people search, discover new accounts and share content with friends. That is why what drives success has changed too. Below we compare the old and the new approach in six areas.

1. Not the perfect posting time, but a consistent rhythm

“What is the best time to post?” used to be the most common question. Timing can still play a role, but today the real difference comes from a sustainable posting rhythm. When your audience knows what to expect, your content becomes a habit.

2. Not long captions, but searchable captions

Instagram is increasingly used like a search engine. Since July 2025, public posts from professional accounts can also appear in search engines such as Google. That makes it more important for captions to include, in natural language, the words people actually search for.

3. Not just likes: shares, saves and watch time

Instagram says that when it recommends content, it looks at how many people like, comment on, share and save a post, and how quickly. In 2025, Instagram head Adam Mosseri also named watch time, likes per reach and sends per reach (how often a post is sent on, for example via DM) as key ranking signals. Likes still matter, but they are not enough on their own; people saving a post, sending it to a friend and watching it to the end say much more.

4. Not just hashtags, but Search and Explore

Hashtags can still help categorise content, but they are no longer the main route to discovery. When the topic is clear, the keywords are natural and the content is consistent, Search and Explore carry it to the right people.

5. Not slow intros, but the first 3 seconds

Especially on Reels, viewers decide in the first seconds whether to stay. Showing the message right away works far better than a long intro.

6. Not only your followers, but everyone interested in the topic

Instagram can recommend content from accounts people do not follow, based on their interests. This means brands with a clear topic can reach new audiences regardless of their follower count.

A short checklist for brands

• Do you have a weekly content rhythm, or do you post when there is time?
• Do your captions include the words your customers would search for?
• Do your reports track saves, shares and watch time alongside likes?
• Does the message in your Reels appear in the first seconds?
• Does your account have a clear topic, or do you post a little of everything?

A similar shift is happening on LinkedIn. We cover it in a separate article: LinkedIn, Old vs New.

What does Edda Creative do here?

At Edda Creative we treat social media not as individual posts but as part of a brand’s growth system. From strategy and positioning to content rhythm, processes and reporting, we build the structure your team can use every week. For brands working between the Netherlands and Türkiye, we adapt content to the language and culture of each market.

We build the system. Your team drives the growth.

Frequently asked questions

Do hashtags still work on Instagram?

Hashtags can help categorise content, but on their own they do not drive discovery. A clear topic and natural keywords in the caption matter more today.

Which metrics should I track on Instagram?

Alongside likes and followers, tracking shares, saves and watch time gives a better picture of a post’s real impact.

Does posting time no longer matter on Instagram?

It is not irrelevant, but it is not decisive on its own either. A sustainable rhythm and the quality of the content make a bigger difference.

Will my Instagram posts appear on Google?

Since July 2025, public posts from professional accounts can appear in search engines. This can be managed in the account settings.

Sources

• Instagram – Breaking Down How Instagram Search Works
• Instagram for Creators – Tips for Improving Your Reach
• Instagram Help Center – Why search engines might index public Instagram photos and videos