“HELP! My Instagram reach suddenly dropped, and I don’t know what to do!”
If this sounds like you, don’t worry. You’re not alone.
Over the last few weeks, we have heard this countless times from users across various niches around the world.
So what the heck is going on??
Well, here’s our insight.
Why has my reach suddenly dropped on Instagram?
There are several possible reasons why your Instagram reach has suddenly plummeted.
1. The competition is steeper!
There is more content and competition on Instagram now! This is because Instagram has become one of the most popular social media platforms, with over 1 billion monthly users. It’s vital that you stand out (show your unique knowledge and insights) to help stand out!
2. Seasonal/Weather Changes
Seasonality plays a role in the drop of reach as well. For example, during the winter months, people are generally indoors more often which means they are on their phones less.
3. The Instagram Algorithm now favors “original content”
This is a recent change that has caused many users’ reach to drop. The algorithm now favors content that is unique and original to Instagram rather than reposts or shared content from other social media platforms.
4. You’re not using the right hashtags
If you’re not using hashtags, you’re missing out on a huge opportunity to reach new audiences! Be sure to use a mix of popular and niche-specific hashtags to reach the widest, but most targeted audience possible.
5. You’re not posting at the right times
The timing of your posts is crucial in order to reach the maximum number of people. Research when your target audience is most active on Instagram and try to post during those times.
6. You’re not being consistent
Consistency is key when it comes to social media. If you’re not posting regularly, you’re likely to see a drop in reach. Consistent doesn’t mean multiple times a day, every day. In fact, unless you have a team to help you accomplish this, you’re sure to burn out. Consistency is one of the most talked-about elements of success on Instagram, but it’s also the hardest. Start with something you know is 100% manageable for you. If you can do three posts a week, then start there! If, after 30-60 days of that, you feel you can increase, GREAT! Just don’t go too hard, too fast.
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Here are 6 tips to get you back on track!
1. Be patient!
This may not be what you want to hear, but a few weeks of low metrics may not be a cause for alarm in the long run. There will always be ups and downs in metrics, and if you look at them daily (or even weekly), it might make you go crazy! Look at your 30 day and 90 day overall insights. Is the drop in reach a continual trend? If so, then the next tip is critical!
2. Take time to look over your current strategy and decide if you need to switch it up.
Can you post more? Engage with more users? Are you using reels? Look at the last 30 days. What content performed the best? Why? See if you can recreate that content or do something similar. Is it time to collaborate with other niche accounts? Make a list of what you’re currently doing. Then make a list of what you could be doing. Circle everything you plan to do moving forward (at least for the next 3 months).
3. Post quality content!
This is going to be more critical now than ever before. If your current content pillars aren’t working, try focusing your pillars around your audience’s challenges. Look at your content for the last 3 months. Which posts have the most engagement? Most saves? Can you update or recreate any of those posts? The metric change could result from any number of factors, so it’s essential to take a close look at your content and see if there are any areas you can improve. Just because your reach has decreased doesn’t mean you’re doing something wrong, but it never hurts to mix things up and see if you can get that number back up.
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4. Be sure you’re posting at the absolute best times possible.
Chronological feeds mean you need to post when people are on, or they’re not going to see it at all (even if it is engaging).
Here are a few tips for finding out if your audience is online:
- Check your audience insights to see what times your followers are most active.
- My favorite method: Click the “+” like you’re going to add a story or post and click on “Live.” Don’t worry; you don’t have to actually go live. At the top, you will see how many users are currently online. (I always check this before posting)
5. Review your engagement strategy (if you have one).
How many new users are you engaging with and commenting on each day? How much time are you spending responding to comments and DMs? Are you interacting with more prominent niche creators? The more you engage, the more people are going to see your content. Make it a point to find 10 new people to engage with each day!
6. Take stories to the DMs!
Stories are a great “natural” way to genuinely start a conversation in the DMs without seeming “odd” or spammy. Respond with 2-3 sentences, ask a question, and see where the conversation goes from there!
We know it’s hard when your reach and engagement suddenly start to drop. But don’t forget that social media is constantly changing, and so should your strategy! Take this as your sign to reevaluate your approach and try something new. 🎉
Remember: Audience over Algorithm
We have seen similar patterns in the past with Facebook and other social media platforms. Engagement rates and reach decline for a period of time, and then they start to climb back up again. Just remember to be patient as the algorithm continues to evolve.
While this seems silly, since the algorithm is all over the place (compared to what we’re used to), it’s still vital to focus on your audience over the algorithm. Continue to provide the best advice, content, and experience for YOUR audience, and you will see those numbers come back up.