Should You Change Your Instagram Content Strategy?

Considering a content refresh on Instagram? Instagram head Adam Mosseri offers advice on how to evolve your content without sacrificing your existing audience.

Transitioning Your Content on Instagram

Mosseri recommends sticking with your current account unless your new content is drastically different from your previous posts. Creating a new account means starting from scratch, making audience growth more challenging.

He suggests several strategies for a smoother transition:

  • Announce your content shift with a video post to prepare your followers.
  • Archive old content to avoid confusing your audience.
  • Experiment with Reels to gauge interest in your new content direction.

These steps help maintain your follower base and provide Instagram's algorithm with valuable data about your audience's interests.

“Generally speaking, it’s better to continue to use your existing account. There are things you can do to make that a little bit more of a smooth transition… 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.” - Adam Mosseri

This approach benefits both creators and Instagram by preserving established engagement and feeding the algorithm with consistent data.

When to Create a New Instagram Account

If your new content represents a "really hard pivot" and is completely unrelated to your past posts, starting a new account might be the better option. However, be prepared for the challenges of building an audience from zero.

While some new accounts can experience rapid growth, Mosseri emphasizes the value of leveraging your existing audience and the data Instagram has already gathered about them.

Ultimately, the best approach depends on your specific circumstances. However, unless you're making a dramatic content shift, transitioning your existing account is generally the most effective way to maintain and grow your Instagram audience.

For more insights from Adam Mosseri, see his original post here.