Algorithm insights, Reels strategy, and the truth about shadowbanning
You're not alone — and now, we've got insider info straight from the top.
Last week, popular podcaster Brock Johnson sat down with Adam Mosseri, Head of Instagram, for a deep dive into how the platform is evolving. They discussed algorithm changes, content strategy, and how user behavior is shifting fast.
Spoiler: If you're still banking on Stories and hashtags, it's time to rethink your game plan.
Mosseri confirmed what many already suspected:
Instagram’s main feed is no longer the core of user activity.
“People now send more photos and videos in DMs than they post to Stories. And Stories outnumber regular feed posts,” he explained.
“Feed recommendations aren’t just from people you follow anymore — they’re what the algorithm thinks you'll find interesting.”
Translation?
If you’re a creator, the feed still works for you. But if you’re just a casual user, chances are you’re spending more time in DMs or watching Stories.
Contrary to what some marketing blogs scream, the algorithm doesn’t completely change every month.
“We make small improvements daily,” Mosseri said. “If you see big swings in reach, it might just be Mother’s Day, or students on break.”
So no — a drop in reach doesn’t automatically mean you’ve been shadowbanned. More likely, it’s a shift in user behavior or a content mismatch.
One of the most persistent myths about Instagram:
“I’ve been shadowbanned!”
Mosseri was clear: Shadowbanning isn’t an official policy.
“When we reduce reach, we try to notify creators — unless it's an extreme case,” he explained.
“And hashtags? They’re not really a growth tool anymore.”
So if you’re still packing 30 hashtags on every post hoping to go viral — you might be wasting your time. Focus on the quality of your content, not hashtag hacks.
Today, half the content in your feed is AI-recommended, not just from people you follow. And for creators? That’s a massive opportunity.
“On average, creators get more reach from the feed than from Stories,” Mosseri said.
“We want to help users discover new voices they wouldn't normally follow.”
Bottom line: Want to grow? Invest in high-quality Reels and carousels — that’s where the algorithm is putting its weight.
Mosseri offered an interesting perspective on how Instagram stacks up to TikTok and YouTube:
“TikTok and YouTube optimize for time spent. We don’t. We want to be a place for connection, not just endless scrolling.”
Noble goal — but let’s be honest: Instagram is looking more and more like TikTok. The key difference? Instagram is still trying to keep human relationships at the core.
Here’s what’s working for creators right now:
✅ Post consistently, but with intention — engagement matters more than just frequency
✅ Engage right after you post — reply to comments, react to DMs, start conversations
✅ Lean into Reels and recommendations — that’s where discovery is happening
✅ Stop relying on hashtags — focus on strong opening lines and clear value
✅ Understand the algorithm — don’t fear it
Instagram is continuing to improve content recognition — from videos and photos to captions. In the future, that could mean:
More personalized feeds
Better SEO visibility outside Instagram (think: Google indexing)
New features like Blend, which will show you Reels based on mutual interests with your friends — like Discover Weekly, but for video.
Instagram this year isn’t about Stories. It’s not about hashtags. And it’s definitely not about posting daily just for the algorithm.
It’s about:
Creating content that’s interesting and relevant
Understanding how the platform surfaces content
Building a real, engaged community
Want to grow? Don’t chase hacks — learn how the system actually works, and use it wisely.