Speculation has been growing across influencer communities that Instagram may be shifting how it distributes content — potentially throttling reach or favoring certain creators. The buzz has left many wondering whether organic reach on the app is officially dead or if influencers need to overhaul their strategy altogether. But according to a top Instagram executive, there’s no major shake-up on the horizon — just smarter ways to get noticed.
In a recent conversation, Instagram’s Head of Creator Partnerships, Leslie Berland, addressed the rising concerns directly, offering insights into how influencers can better position their content to thrive on the platform. Her message: no, Instagram hasn’t flipped a hidden switch that dooms your posts. But yes, there are proven methods to help content go further.
What’s Fueling the Concern?
Influencers and creators have increasingly voiced frustration over inconsistent reach and declining engagement — even on posts that follow traditional “rules” of success. Some have accused Instagram’s algorithm of favoring bigger accounts or pushing only Reels, while others feel like their content just disappears.
This sense of uncertainty has led to growing speculation that something behind the scenes has changed — or worse, that the app is punishing certain types of posts. That’s where Berland stepped in to set the record straight.
Instagram’s Official Take
Berland emphasized that Instagram isn’t working against creators. In fact, she noted that the platform is actively developing tools and recommendations to help creators of all sizes get discovered. “There’s no secret blacklist,” she said. “We want creators to succeed. Their success is our success.”
To that end, Berland offered key guidance on how influencers can increase their visibility — especially in today’s competitive content landscape.
Practical Tips That Actually Work
Berland’s top recommendation? Embrace consistency — not just in how often you post, but in the kind of content you’re creating. According to her, the algorithm favors creators who build an identifiable niche and deliver on that regularly.
She also encouraged creators to lean into Reels. While not new, the format is still Instagram’s primary focus for discoverability. “If you want to grow, you should be making Reels,” she said, explaining that short, engaging videos tend to show up more in the Explore and suggested feeds.
Other best practices include:
Use trending audio tracks: Instagram often pushes Reels that use popular sounds.
Hook viewers within the first 3 seconds: Captivating intros lead to higher watch times, which influence reach.
Use hashtags strategically: They still matter, especially for small to mid-sized accounts trying to get noticed.
Encourage interaction: Polls, questions, and comments signal to the algorithm that your content is worth promoting.
Cross-post between Stories, Feed, and Reels: Touching all content types helps signal activity and keeps you top-of-mind for your followers.
Why Creators Shouldn’t Panic
Berland admitted the platform isn’t perfect — and that changes to the algorithm can sometimes cause confusion. But she was clear that Instagram’s overall goal is to elevate creators, not push them out.
She also pointed out that viral success isn’t the only measure of performance. “Don’t chase trends just to chase trends,” she said. “The creators who last are the ones who build community and stay authentic.”
Final Thoughts
So, if you’ve been worried that your Instagram reach is falling off a cliff, take a breath. According to Berland, the platform hasn’t pulled a fast one — but it is evolving. Influencers who want to stay visible need to adapt, yes, but not panic.
With the right strategy — think consistent posting, smart use of Reels, and content that sparks engagement — influencers can still grow their audiences. For creators willing to put in the work and stay flexible, Instagram is still very much open for business.