Instagram has just rolled out its most significant algorithm update in years, and it's changing everything businesses thought they knew about social media marketing. In this essential episode, hosts Laura, Marcus, and Gabrielle break down Instagram's revolutionary "Create Your Own Algorithm" feature and explain exactly what it means for your business's visibility, engagement, and growth strategy.
Whether you're a Belfast-based SME struggling with declining reach, a Northern Ireland business trying to understand why your content isn't performing, or a UK company looking to future-proof your Instagram strategy, this comprehensive discussion will give you the actionable insights you need to adapt and thrive.
You'll discover:
- How Instagram's AI-powered content control actually works behind the scenes
- Why the traditional "post Reels for growth" strategy is no longer enough
- The engagement hierarchy that Instagram's algorithm now prioritises (and how to leverage it)
- Practical Instagram SEO techniques to optimise your bios, captions, and alt text
- What "recycled content" penalties mean for your business and how to avoid them
- The truth about scheduling tools, banned content, and platform restrictions
- How to implement an omni-channel approach that protects your business from algorithm changes
- What 2026 will bring: deeper user-focused signals and relationship-based reach
This isn't just theory—it's practical, implementable advice from digital marketing experts who specialise in organic strategies for SMEs across Northern Ireland, Ireland, and the UK.
Episode Breakdown & Key TimestampsUnderstanding the New Algorithm (00:00 - 03:30)
- 00:00 – The Hidden Value of AI Browsers and how they're changing search behaviour
- 00:34 – Introduction to Instagram's groundbreaking algorithm update
- 01:03 – What "Create Your Own Algorithm" actually means for users and businesses
- 01:29 – How AI-powered content control puts users back in the driver's seat
- 02:04 – User frustration with forced recommended content and algorithmic overreach
- 02:44 – Why user-led content selection matters more than ever before
- 03:08 – Social media negativity trends vs Instagram's new positive direction
- 03:30 – The real impact of these algorithm changes on your business visibility
Instagram SEO & Visibility Strategies (03:48 - 05:46)
- 03:48 – Instagram SEO fundamentals: optimising bios, captions, and alt text for discoverability
- 04:24 – Achieving better visibility through strategic user content preferences
- 04:53 – Views vs engagement: what businesses should actually expect and measure
- 05:21 – Quality over follower count: completely rethinking performance metrics
- 05:46 – Declining attention spans and engagement fatigue: the reality check every business needs
How Instagram's Multiple Algorithms Work (06:14 - 08:37)
- 06:14 – How customised feeds dramatically improve user engagement rates
- 06:28 – Understanding that Instagram has multiple algorithms, not just one
- 07:00 – How users interact differently with Stories, Reels, and feed posts
- 07:17 – Algorithm behaviour patterns in share recommendations
- 07:43 – How Instagram learns and adapts to your specific sharing patterns
- 08:10 – What this fundamental shift means for user experience going forward
- 08:24 – How shared content between friends actively shapes your feed
- 08:37 – Instagram's ultimate goal: keeping users on the platform longer (and why that matters to you)
Business Strategy & Content Restrictions (09:12 - 12:54)
- 09:12 – How businesses should encourage meaningful user engagement
- 09:27 – Debunking misconceptions about banned or restricted content
- 09:48 – Using scheduling tools like Buffer effectively across multiple platforms
- 10:02 – Monitoring reach drops in your analytics: red flags to watch for
- 10:23 – Striking parallels with Google's algorithm updates and AI-generated content policies
- 11:04 – How Instagram is echoing Google's historical algorithm crackdowns
- 11:34 – Business frustrations around "recycled content" penalties explained
- 12:20 – Understanding that restrictions mainly affect non-followers and organic growth potential
- 12:54 – Why Reels are no longer the sole strategy for Instagram growth
Future-Proofing Your Strategy (13:12 - 16:28)
- 13:12 – The critical importance of using all types of Instagram content formats
- 14:07 – "Don't put all your eggs in one basket": the digital marketing golden rule
- 14
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