“The algorithm hates me” might be the most popular sentence in small business marketing. It’s also usually wrong.
Instagram isn’t hiding your posts out of spite. In January 2025, Instagram head Adam Mosseri said the three signals that matter most for ranking are watch time, likes per reach, and sends per reach. Translation: Instagram shows your post to more people when the people who already saw it actually watched it, liked it, or sent it to a friend.
All three of those are humans reacting. The algorithm just keeps score. So the real question isn’t “how do I trick Instagram?” It’s “why aren’t people reacting?” Here’s where to look.
1. Answer “what’s in it for them?” before you hit post
Every post should solve a problem, answer a question, or make someone’s day a little better. If a post is only about you, your offer, or your latest win, your audience has no reason to stop. Before you publish, finish this sentence: “After seeing this, my ideal client will know/feel/do ____.” Can’t fill in the blank? Rework it.
2. Build from their questions, not your content calendar
A content calendar is a tool, not a strategy. The best post ideas are already sitting in your DMs, comments, and client calls. Write down every question you get asked more than once. Use story polls and the question sticker to find out what your audience is stuck on. Each of those answers is a post.
3. Make it sendable
Mosseri also said sends count slightly more than likes when Instagram is deciding whether to show your post to people who don’t follow you yet. People send things that make them look smart, feel understood, or laugh. The test: would someone screenshot this, or send it to their business bestie with “this is so us”? If not, it’s probably too vague.
4. Check the numbers that actually matter
Total likes don’t tell you much. In your Insights, look at average watch time and how many people shared each post compared to how many saw it. A post with 500 views and 20 shares did better than a post with 2,000 views and zero. Do more of what gets sent.
The part nobody wants to hear
Posting more won’t fix a message problem. It just gives more people the chance to scroll past it. One clear, useful post a week will beat five random ones every time.
Want help putting this into practice? Pick what fits where you are right now:
Doing it yourself? Grab my free Content Clarity Checklist. It’s a one-page gut check to run before every post so you stop posting just to post. Get the free resources →
Creating your own content but want a strategist in your corner? The 1:1 Concierge Program is a private hour with me every month. We look at what’s working, fix what isn’t, and leave with post ideas built for your audience. Spots are limited each month. See the 1:1 Concierge Program →
Ready to hand it off completely? Social Outfit handles strategy, filming, editing, captions, and posting so you can get back to running your business. Start an inquiry →
