Still Treating Instagram Like It’s 2023? Here’s Why That’s Hurting Your Reach

Oof. Bad news.

If you’re still posting single images and wondering why your engagement has dropped off a cliff, the answer’s simple — Instagram has changed again.

And if you don’t adapt, you might find yourself stuck with three likes and a tumbleweed rolling through your comments section.

What’s Actually Going On With Instagram in 2025

Instagram is once again tweaking how content gets seen — and this time, static image posts are taking the hit.

That cute team photo or event snap you shared last week? Chances are, most of your followers never saw it.

Instagram is deprioritising single-image posts and boosting content that drives engagement signals like saves, swipes, and shares.

According to Adam Mosseri (Instagram’s head honcho), carousels and Reels are dominating the feed because they spark more interaction and keep people on the platform longer.

“If someone sees your carousel post but doesn’t swipe, we’ll often give that carousel a second chance…”
— Adam Mosseri, Threads, Sept 2025

Meta’s internal tests back it up: carousels now get 1.4x higher reach than single-image posts.

Reels: Still the Overachiever

Before you roll your eyes — yes, Reels are still the golden child of Instagram.

Even if you’re not a TikTok-style creator, Reels are your best chance to expand reach and connect with new audiences. The algorithm favours Reels that feel real and relatable — not polished or perfect.

Think:
🎥 Behind-the-scenes moments
💡 Quick tips or educational bites
💬 Story explainers about your mission
🤝 Collabs with partner orgs or advocates

And the Reels that perform best? They all share three traits:
✅ A strong hook in the first 3 seconds
✅ On-screen captions
✅ A focus on value over trends

Reels that lead with a clear hook and include captions are seeing up to 30% higher engagement than trend-based videos.

What This Means for Purpose-Led Organisations

If your nonprofit or social enterprise is still posting a single photo once a week, the algorithm is not your friend. That doesn’t mean you need to reinvent your entire content plan — but it does mean it’s time to adjust your rhythm and format.

Let’s make it easy. Here’s your cheat sheet for thriving in Instagram’s 2025 algorithm:

✅ Post One Carousel a Week

Break down a program, myth, or success story into a swipeable story.
Use Canva (it’s free for nonprofits!) to design it.
Finish your last slide with a question that invites replies or shares.

✅ Reformat a Post into a Reel

Repurpose existing content into a quick, snappy video.
Use Instagram’s built-in templates or tools like CapCut.
Add captions and lead with a killer first line — and yes, you can use ChatGPT to help write it.

✅ Upgrade Your Captions

Think of your caption like a mini-story:

• First line: Scroll-stopper hook

• Middle: Add value, insight, or a personal story

• End: Clear call to action — ask people to save, share, comment, or DM

Don’t Panic — You’ve Got This

Feeling a little 😬 about all this? Totally normal.

The good news is, this shift isn’t about doing more — it’s about being more strategic with what you already post.

You don’t need a ring light, a social team, or hours to spare. You just need clarity, structure, and a plan that fits your organisation’s goals (and sanity).

If that sounds like what you need, I’ve got you covered inside The Training Vault — where I teach practical, easy-to-implement social media strategies built specifically for purpose-led teams.

If you want strategy without the stress — that’s where you’ll find it.

Talk soon,
Alecia