The New New Instagram

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Instagram didn’t just shuffle tabs around, they’re responding to a behavior shift.

Adam said more users are using DMs (clue one) and Reels (clue two, but we kinda guessed this).

Feed/Stories live first for rhythm. Reels sit second for discovery. DMs are now one thumb-swipe away for action and you toggle between them all by swiping left or right.

That tells you how to grow as of Q4 2025 or until they make another update in a few months.

Reels bring strangers in, Stories and Carousels build familiarity, & DMs seal the deal.

If you align to those jobs, your metrics stop wobbling with every tweak. You’ll post with intent, not vibes … and that’s the goal.

I believe we must use formats for a specific job and stop asking one post to do everything. (read this if you want to learn more)

1) Reels = Reach
Treat each Reel like a billboard for strangers. It doesn’t mean to sacrifice authentic for your core demographic but Reels are how you get introduced to new users.

Hook them by second three and provide one of two things … entertainment or education.

You can judge if it’s working by reach, profile taps, follows. Not likes from people who already know you.

2) Carousels = Depth
This is your mini blog post, a curated photo dump or informational framework.

A lot of people forget that carousels are a very strategic format. If you swipe past someone's carousel, Instagram will serve you the carousel again on the Home feed next time you login but this time you'll see the second frame instead of the first frame.

Judge this by saves and shares.

3) Stories = Trust
Stories are daily touchpoints, they create the feeling of proximity that algorithms cannot fake.

Think about being a mix proof and personality and build your daily content around these three anchors: build, teach, ask.

4) DMs = Conversion
Think of DMs as an owned channel inside a rented platform.

More creators and brands should launch Broadcast Channels and using a tool like Manychat that enables keyword automations turn passive views into replies, opt-ins, and purchases.

Let’s also break this myth … Manychat is an Instagram authorized tool so it doesn’t hurt your engagement.

You just set the rules, replace “link in bio” with “DM ‘WORD’” wherever possible, and you’ll notice the change in your engagement and account growth.

5) Threads … yes the X copycat

Another great growth mechanism for Instagram right now is Threads.

They clearly want to invest in this product and the growth and engagement on threads is astounding and the benefit is whenever people look at your threads post.

They can immediately go to your Instagram so think of this as another bullet train to growth and discovery.

Creativity comes first. Distribution turns the lights on. Do this and you’ll feel the shift.

1) Build your Idea Library (5 minutes today, 2 minutes daily after)
Open a Notion page called “Sparks.” This is not a content calendar. It’s a catch-all for raw ideas the moment they hit.

Did you have a spark of an idea from a podcast, a client question, a shower thought, a DM you can’t stop thinking about, a stat, a scene you noticed on the train … drop it in.

You’re stockpiling creative fuel so “what should I post” never kills momentum.

2) Turn one spark into an asset (25–30 minutes)
Pick one idea from the library. Choose the format that serves its job today. You’re not married to it forever.

If the idea is punchy or visual, make a Reel. If it teaches a sequence, make a Carousel. If it’s a quick moment, tell it in Stories. If it needs depth, write a Threads post that stands on its own.

Use a Canva or CapCut template if that speeds you up. You’re not trying to win an award. You’re building the muscle.

3) Build a tiny DM engine (15 minutes once)
Instagram moved people closer to DMs. Follow them there.

Open Manychat. Create one keyword that fits this week’s asset. Keep it human. Examples: “Guide,” “Checklist,” “Size,” “Demo.”

This is infrastructure. It closes the loop without shouting “link in bio.”

4) Publish and schedule (10 minutes)
Post the asset. Put the keyword in two places: on-screen and in the caption. Keep the language generous, not pushy.

5) Keep rhythm with Stories (3 frames, every day)
Stories are where loyalty lives. Run this loop twice a day if you can.

Set a phone reminder. Consistency beats perfection.

6) Use your Broadcast Channel as a lab (2 minutes)
Not every spark is a post.

Share a half-baked thought or extra example in your Channel. You’ll learn what resonates before you commit time to a full asset.

It also trains people to expect value from you outside the feed.

7) Notice what’s changing and lean in (10 minutes weekly)
Look at behavior, not vanity metrics.

New followers and profile taps from Reels → your discovery is working.

Saves and shares on carousels → your explanations help decisions.

DM opt-ins and replies in the Channel → your asks feel natural.

If conversion is soft, fix the step before it. Most “sales problems” are setup problems.

Every week I share a quick practical plays on brand marketers, monetization tips for creators, and growth strategies. Plus tools I actually use that you might’ve missed.

Catch up in minutes:

💻 My tech stack costs $3,322 a year, but helps me 10x that monthly. See every tool I use — Check it out here

🧩 Attended Miro’s Canvas 25 in NYC to see their new updates that will change how you brainstorm. Watch the keynote here

🚐 Caught up with Canva at their Brand Wagon during Advertising Week, they’re touring nationwide. See the full schedule

🎤 TED Next is around the corner (Nov 9–11, Atlanta) — I’ll be there with top creators sharing what’s next in business. Grab your ticket here

🧠 This Tuesday: my favorite Creatorpreneur, Jayde Powell, is speaking on mental health for social pros — RSVP free here

💪 Need to put in more reps with your content? My Content Fitness Plan breaks it down. Read it here

🎯 Struggling to attract the right clients? My Client Magnet Playbook has the full strategy. Get it here

💸 Monetization should be part of every creator’s flow — here’s my full Monetization 101 Playbook. Read it here

📰 Thinking about launching your own newsletter? I use Beehiiv, get a 30-day free trial + 20% off your first 3 months — Start here

🚘 We all take Uber — might as well save while doing it. Get 10% off (up to $10/ride, 5 rides per user) when you sign up for Uber for Business — Join here

📣 Shy about marketing your business? I wrote a playbook that makes promotion feel easy — Read it and get moving