David Bridges
Are you considering a fresh strategy for your Instagram presence?
It’s essential to adopt a thoughtful approach in order to maintain the engagement and reach of your account.
Insights from Instagram chief Adam Mosseri highlight the importance of being mindful of your content strategy changes while navigating the platform effectively.
According to Mosseri:
“Generally speaking, it’s better to continue to use your existing account [as opposed to creating a new one when changing approach], and there’s things that you can do to make that a little bit more of a smooth transition. You can post a video about the fact that you’re changing the direction of the account to give your followers a heads up. You can archive all of your old content from your profile, so it’s not confusing. You can use trial Reels before you decide to pivot to see if there’s an audience for the new type of content that you want to create. All of this allows you to maintain your follower base, and allows us to understand a bit more about who’s interested in you, which will help you grow over time.”
This perspective underscores Instagram’s primary concern: once the system categorizes your profile based on your posts and identifies your audience, rewriting that narrative by starting anew can be detrimental.
Such a drastic shift can hinder creators striving to maintain a consistent level of engagement, while also negatively impacting Instagram itself by leading to reduced overall interaction on the platform.
Therefore, if you’re genuinely contemplating a change in your content strategy, it is crucial to take these considerations into account.
Mosseri frequently receives inquiries from creators concerned about how their evolving content styles will affect their analytics and performance metrics.
Indeed, these shifts will have an impact, which is why Mosseri offers these insights, clarifying that launching a new account presents a more challenging journey. If your primary objective is to enhance engagement, it may be wise to avoid this path.
However, Mosseri acknowledges that if you’re making a “significant pivot,” where the content you plan to create is substantially different from what you’ve shared previously, then starting fresh may be a viable option. Yet, it’s important to recognize the challenges of building an audience from scratch. Whenever possible, he recommends that creators should transition their existing accounts instead of beginning anew.
It’s essential to understand that various factors influence this decision. Some accounts may experience rapid growth, even if they are new, indicating that there is no one-size-fits-all strategy for altering your content focus.
Ultimately, Mosseri emphasizes the importance of not discarding the progress you’ve made in growing your account unless absolutely necessary. Additionally, new profiles require time to engage with Instagram’s algorithms, which helps the platform promote your content to relevant users.
Therefore, unless you are genuinely changing your focus, it’s advisable to refrain from creating a new profile if your goal is to cultivate an audience effectively.
Maya Kensington
