Have you noticed a drop in engagement on your brand’s Instagram posts? Likes not flowing as much as what they used to? The good news is you’re not alone. Our Instagram habits and the way we interact with content is evolving, and the Instagram algorithm has taken notice.
Why aren’t users ‘liking’ branded posts anymore?
When Instagram first launched in 2010, you could like, commen
t and explore content, and that was about it. Then over time, new features were introduced such as Direct Messages, saves and Stories, offering more ways to engage. Likes have become less significant as an engagement metric.
Privacy concerns are also reshaping how users interact with content. Instead of tagging friends publicly in comments, people are more likely to share posts privately via Direct Messages, shifting engagement away from visible likes and comments.
Instagram Likes vs Saves and Shares
Saving a post has now become Instagram’s version of a ‘super like’, making it one of the most valuable engagement metrics for brands. When a user saves your post, it signals to the algorithm that your content is valuable, which can help your post appear in more feeds. While a like indicates interest, a saved post shows that users find lasting value in your content. If one post gets more saves than others, it provides insight into what resonates most with your audience.
The same rule applies with shares. When users share your content with others, it tells the algorithm that your post is generating strong interest, resulting in greater visibility.
How to increase saves on your Instagram posts
A good starting point is to think about what value you can provide to your followers based on your industry and business offering. It could be a life-hack, how-to, fun facts or a tutorial but the most accessible way to present information is with a video or informative carousel. Dynamic fonts, eye-catching illustrations and bold colour schemes can help you create content that’s both visually appealing while delivering useful insights.
What if your brand doesn’t naturally lend itself to ‘savable’ content?
Not all content is equally suited for saves. For example, interior design businesses or cafés might see higher save rates because their content is visually inspiring. On the other hand, not-for-profits or government agencies might struggle to produce ‘savable’ material.
If you fall under this category of ‘unsexy’ content, don’t let the decline in likes get you down. There’s a number of tactics you can adopt to help uplift your visibility. Reach out to our team to discuss a tailored Instagram strategy that works for your brand.
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