Instagram says that almost no one who interacts with your content is seeing it on your profile.

Meta, the parent company of Facebook and Instagram, made some interesting statements about the best way to increase the reach of your Reels and other content on Instagram, according to a helpful breakdown of their recent earnings call from Social Media Today.

Among the most notable advice that Instagram representatives shared? Only you care about your grid. In fact, most people who come across your content, never end up seeing your profile at all, says Instagram’s Will Yoder. “My advice is to focus exclusively on how people are interacting with your content in feed. Grid stunts are silly and hurt reach,” Yoder explains.

Another piece of advice that caught my attention?

Don’t assume that everyone uses Instagram the same way. As reported by Social Media Today, Yoder says that Instagram users are all different, with some focusing on Stories, and others exclusively linked to the main feed, or increasingly, Reels. “Don’t consider all of your followers the same, and don’t expect them to use the app the way you do. Experiment. Iterate. Test.”

This is a great reminder to all of us marketers, and it applies to other platforms in addition to Instagram, like Tiktok.

So what do you think? Is the carefully curated grid finally dead? In what ways will marketers tease and launch new IG accounts now without those wild split grids? Only time and creativity will tell.

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Meaghan Webster is an experienced photographer and marketing manager in the San Francisco Bay Area in Northern California. She helps brands with everything from social media, to email marketing, websites, and content creation. Learn more about her work at meaghanwebster.com or see her latest updates at instagram.com/meaghanwmarketing.