It’s not exactly breaking news that Instagram reach has been on a steady decline this year. The algorithm feels like it’s playing hide and seek, but you’re always “it,” right? If you’re seeing your reach drop or find yourself questioning what it means for your business, let me reassure you: you are not alone.
The panic is real. The confusion? Even more so. But before you start doubting everything—including your worth and your business’s future—let’s hit pause. Here’s the good news: even if Instagram’s reach is being elusive, your business doesn’t have to take the hit.
The reality check we all need: Instagram is just one piece of the puzzle
Let’s face it—relying on Instagram (or any social media platform) as the end-all-be-all for your business isn’t sustainable. And guess what? It doesn’t need to be. Your business is so much more than the whims of an algorithm. Yes, Instagram is great for visibility and engagement, but it shouldn’t be your only marketing lifeline. Here’s how to keep things steady when the algorithm isn’t playing nice:
- Make every view count: The reach may be down, but that doesn’t mean every view shouldn’t work harder for you. Focus on creating content that genuinely connects, even if it’s with a smaller slice of your audience. Prioritise posts and stories that get people to pause, think, and act. That kind of engagement can turn even a handful of views into leads, sales, or loyal followers.
- Build your email list and use it: If you’re not building your email list, you’re leaving serious money on the table. Unlike social media, email isn’t controlled by ever-changing algorithms. Your emails reach the inboxes of the people who want to hear from you. And because it’s one of the highest-return marketing channels, nurturing your list is a no-brainer. Whether it’s launching a new service, sharing valuable content, or promoting special offers, your list is your direct line to your audience.
- Optimise your website and sales pages: Think of your website as your digital storefront—it’s open 24/7, ready to greet anyone who stops by. Make sure your sales pages are doing their job: converting traffic into paying customers. This is where well-written copy, clear CTAs, and a seamless user experience come in. When your site is optimised, even modest traffic can bring consistent results.
- Use campaigns and sales psychology to drive results: Campaigns create a sense of urgency and buzz, which can be a lifesaver during periods of low organic reach. Leverage these campaigns strategically and incorporate sales psychology to motivate your audience. Understand their pain points, address their needs, and make offers that are hard to resist.
- Diversify your traffic sources: Don’t just rely on Instagram—look at other ways to get eyes on your business. SEO is a long game, but it’s worth it. When your website ranks well in search engines, you’re setting up a pipeline for organic traffic. And if you’re ready to invest, consider simple, well-targeted ads. They don’t have to be complicated to make an impact, and they put you back in control of your traffic.
Shift your mindset: You’re more than your reach
It’s easy to let fluctuating metrics get in your head. But remember, your worth isn’t tied to what an algorithm decides. Diversifying your marketing strategy puts you back in the driver’s seat, allowing you to build a more sustainable and resilient business.
The takeaway? Play the long game
When Instagram’s reach isn’t being kind, don’t panic. Lean into what you can control: your email list, your website, strategic campaigns, and alternative traffic sources. The brands that thrive are the ones that adapt and look beyond just one platform. So, next time you see your reach drop, remind yourself: it’s just a number. You’ve got the tools to make your business stronger, no matter what Instagram is up to.
