New year, new rules: here’s your 2026 Instagram guide!
Instagram has recently updated its algorithm, so now’s the time to adjust your social media strategy to make sure that your content performs as well as possible, that people interact with your account, and that your audience builds a trusting relationship with your brand.
From Public to Private
Not so long ago, the number of Likes and Views on an Instagram post were THE metrics to watch. Today, Instagram favours quality interactions that show genuine interest in the content—namely, Saves and DMs.
Comments are still relevant, but we’re looking for authentic comments that demonstrate real interest in the content (instead of, for example, simply commenting with an emoji). Keep this in mind when writing your calls to action (CTAs). Instead of asking your audience to “Like” if they enjoy the post, invite them to save it for later or send it to a friend.
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Of course, everyone dreams of having an impressive number of Instagram followers, but in 2026, we now understand that having many followers doesn’t automatically translate into many sales. What we want above all is for our audience to be engaged, to interact with the content, and most importantly, for these interactions to eventually lead to conversions (purchases, newsletter signups, loyalty program memberships, etc.).
Capturing — and Retaining — Attention
Forget one-off viral videos; the algorithm now rewards creators who generate “interest loops,” creating multiple copies of the same type of content so that viewers are encouraged to consume more of it (“dark holes”). Be consistent so that people remember you after discovering you. For example, consider creating series, using a unique template week after week, and designing recognizable visuals.
The key is to create content that people will want to watch repeatedly and share with their community. The most successful types of content are entertaining (funny clips, memes) or educational (recipes, tutorials, long-form videos in a specific field).
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People see your content, but do they watch it all the way through, or do they just keep scrolling? A hook that makes them want to stop and see what you have to say makes all the difference; the optimal hook time is within the first 0.8 to 3 seconds. That’s right, you only have 3 seconds to show the algorithm that your content is worth watching!
When it comes to carousels, the first three slides account for 80% of reach—so you need to use them in a way that sparks curiosity and makes people want to learn more. Multi-step tutorials or mini-vlogs are a clever way to use carousels and encourage your audience to swipe left!
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The speed at which people interact with your content after it’s published is also crucial. The algorithm decides whether to promote your content within the first 30 minutes; if people don’t interact during this time, your content might get good engagement several hours later, but the reach will be affected.
This is why it’s important to carefully choose your posting days and times—regularly check your stats and your Monthly Recap to see when your followers are most active and ensure you get the most attention as quickly as possible.
The Importance of SEO
Since July 2025, Instagram posts have started showing up in Google search results. This means, for example, that if someone searches for “best restaurant in Montreal,” Instagram posts addressing this topic are likely to appear in the results. It’s therefore essential to write your captions with an SEO-driven approach, using relevant keywords.
Hashtags are still relevant, but differently now. Add 3 to 5 and ensure they are more targeted (e.g., #MontrealCoffee, instead of just #coffee). You can also create your own hashtag to boost client engagement (e.g., #StorylineAgency!).
Finally, adding an alt text description to your post improves the accessibility of your content while allowing Instagram to better understand and analyze it.
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How to Get Your Content Discovered
Did you know that your current followers don’t discover your content in the same way or in the same places as people who don’t follow you? This means you shouldn’t create a post aimed at introducing yourself to a new audience in the same way you would a post thanking your most loyal customers.
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Instagram’s algorithm is constantly evolving, but one thing remains constant: authenticity, imperfection, and transparency will always help you stand out, especially in a world where artificial intelligence is homogenizing brands. Talk about your values, your vision, your story… in short, just be yourself!
