The new rules of reach

Maria Nelson

Guest Columnist

February 23, 2026

In social media, change is the only certainty.

As platforms evolve and algorithms are rewritten, marketers must adapt or be left behind. 

Instagram has introduced a major update to its Reels feature, reshaping how users interact with content and prompting companies to rethink their strategies to stay connected with followers. 

Users can now customize their Reels feed on Instagram, prioritizing the content and creators they enjoy most.

This change empowers users to shape their content experience, shifting the algorithm from simply predicting preferences to actively responding to them.

For businesses, this changes the game.

Success is more than just creating great content – it’s about crafting the right content for an audience that has the power to choose what they view.

Previously, Instagram’s algorithm operated on inference, analyzing what users watched, liked and shared to predict what they might want to see in their next Reel.

The new system is more direct, giving users control to shape their experience and clearly specify what they want to see on Instagram.

This shift is a strategic move by Meta, Instagram’s parent company, to stay competitive with platforms like TikTok, whose “For You Page” has set the standard for tailored content discovery. 

By creating a more personalized feed and giving users more control, Instagram aims to boost engagement and increase the time people spend on the platform.

‘Earn a spot’

This shift is a gamechanger for marketers.

Instead of relying on passive observation, Meta now collects data based on active user intent. This provides valuable insights that can shape everything from organic content strategies to paid advertising campaigns.

Blasting a generic message to a broad audience is even less effective.

With users curating what appears in their feeds, organic content has to truly earn a spot.

If your brand’s content doesn’t align with your audience’s explicit preferences, your reach will likely decline.

This update raises the bar for valuable content, meaning Reels that feel like blatant sales pitches are more likely to be flagged by users seeking “less of this.”

Based on these user interactions, the algorithm adjusts content visibility in the user’s feed.

To thrive, brands must shift from a “what we want to say” mindset to a “what they want to see” strategy.

The goal is to position a Reel as a valuable resource by asking these questions for every piece of content created:

• Does this educate our audience?
• Does this entertain or inspire them?
• Does this offer a unique behind-the-scenes look at our brand? 

Content that feels human, provides solutions or tells a compelling story will be invited into these newly curated spaces.

Meanwhile, content solely focused on serving the brand’s bottom line will fall flat.

While organic reach is more challenging, paid advertising is becoming more efficient.

This update doesn’t alter how ads are delivered, but enhances the quality of the data driving them.  

To explain further, when users explicitly share their interest in topics like “home renovation,” “sustainable fashion” or “financial planning,” they are essentially signaling to advertisers that they’re ready to engage.

This helps enable hyper-targeted campaigns with a significantly higher chance of resonating.

As a result, Instagram’s precision in connecting ads with genuinely interested users is more accurate.

However, advertisers should still navigate and respect this new user-driven approach.

People are becoming more intentional about the content they engage with, whether it’s organic or paid.

An ad that disrupts a thoughtfully curated feed with an irrelevant or low-quality message won’t be just ignored – it risks damaging trust and credibility.

The most successful ads will seamlessly blend into the feed, delivering as much value and relevance as the organic content users intentionally follow.  

A strategic approach

Navigating this new environment requires a strategic, audience-first approach.

Here are actionable steps your business can take to adapt.

Conduct a content audit 

Review recent posts: which ones received the most saves, shares and meaningful comments? 

These are the strongest indicators of what the audience truly values.

Likes no longer hold the same weight – a save indicates usefulness, while a share signifies a genuine endorsement.

Define your content pillars

From an audit, businesses should identify two to four core themes that consistently resonate with their audience. 

These pillars serve as the foundation of your content strategy.

For example, a local brewery might focus on brewing education, community events and employee stories instead of just posting beer photos.

This thematic consistency not only engages users but also helps the algorithm understand where to position content.

Master the first three seconds

With users in the driver’s seat, attention has never been more valuable.

Reels need to grab interest immediately.

Use strong, eye-catching visuals, bold text and clear audio to quickly get the message across.

If a user doesn’t see the value of the Reel within the first few seconds, they will keep scrolling.

Embrace authenticity

Polished, corporate content is losing its effectiveness.

Audiences crave connection and relatability.

Businesses should show the human side of their brand: feature their team, share their brand’s mission and embrace imperfection.

Authenticity builds trust, and trust earns a spot in a user’s curated feed.

Monitor and iterate

The coming months are a critical learning period.

Pay close attention to analytics – watch for shifts in reach, engagement and follower demographics.

Use this data to refine your content pillars and experiment with new ideas.

Let audience behavior, not assumptions, guide your strategy.

Rewarded evolution

Instagram’s Reels update is more than an algorithmic change – it’s a signal of a broader shift toward a more user-driven internet.

Brands that understand and respect this evolution will be rewarded with deeper engagement and stronger audience loyalty.

The takeaway is simple: deliver real value, stay authentic and create content people genuinely want to see.

By prioritizing your audience’s preferences, your brand will not just adapt but thrive in the curated future of social media.