Instagram in 2026 isn’t about keeping up.

It’s about showing up.

With original ideas. With real connection. With content that feels fun again, not forced, frantic, or fighting for attention.

We’ve been watching this shift closely across our client accounts, and honestly? The brands that are winning aren’t the loudest or the most polished. They’re the ones that feel human. Considered. Intentional.

These are the exact shifts our Social Media Manager, Abby, has been leaning into for our service-based clients this year, and what their audiences are responding to instead of scrolling straight past.

If Instagram has started to feel a little… flat lately, this might be why.

Tip #1: Social SEO is no longer optional

Social SEO is no longer optional

Instagram isn’t just a social platform anymore. It’s a search engine.

With public Instagram and Facebook content now being indexed by search engines, your posts don’t just live on the feed. They live in Google results alongside TikTok, YouTube, and Reddit.

That means your captions, on-screen text, bios, and even alt text are quietly doing the work of discoverability long after the post goes live.

For one of our Brisbane-based family law clients, leaning into team-focused content paired with intentionally embedded keywords has increased their visibility in search results, without sacrificing warmth or brand personality.

The takeaway? Social SEO isn’t about stuffing keywords. It’s about clarity. Saying the right things, consistently, in the places your audience (and the algorithm) is already listening.

Tip #2 Originality is still winning

Originality is still winning

Despite what trends might suggest, people aren’t craving more of the same. They’re craving connection.

We’ve seen this play out beautifully with one of our Brisbane-based hair salon clients. By gradually introducing their team through more personal, human-first visuals, including handwritten elements and behind-the-scenes moments, engagement lifted in a way that felt natural and sustainable.

The content didn’t scream for attention. It earned it.

Originality doesn’t have to mean complicated. Often, it just means letting your audience see the people behind the brand, not just the polished output.

Tip #3 Meaningful engagement needs a strategy

Meaningful engagement needs a strategy

Real growth doesn’t come from posting and disappearing.

It comes from replying to comments. Asking thoughtful questions. Starting conversations that feel like they’re coming from a real person, not a script.

This kind of interaction builds trust, strengthens relationships, and sends the right signals back to the algorithm.

Tools like ManyChat can support this, when they’re used intentionally. We often use it to guide new followers toward helpful resources or booking links, but the key is this: automation should start conversations, not replace them.

The magic happens when a real human steps in.

Tip #4 Make the scrolling experience enjoyable

Make the scrolling experience enjoyable

Attention is the currency of social media.

In an environment where everyone is competing for a split second of focus, content that feels enjoyable, surprising, or interactive naturally performs better.

Adam Mosseri has repeatedly highlighted average watch time as a key ranking signal. If people stop, watch, and engage, the algorithm pays attention.

That’s why we’re designing content that earns attention rather than demanding it. Movement. Playfulness. Clear ideas presented in a way that feels good to consume.

For our Australia-wide elopement client, seamless scroll carousels have performed particularly well, creating a more satisfying and immersive experience that captures attention.

Fun isn’t fluff. It’s strategic.

So what does this all mean?

Instagram in 2026 rewards brands that:

• Treat social as a long-term relationship, not a one-night stand
• Prioritise clarity and discoverability without losing personality
• Show up consistently with human-first engagement
• Design content that people actually enjoy spending time with

The algorithm will always change. Human behaviour doesn’t.

When your content makes people feel seen, understood, or even just pleasantly surprised, engagement follows.

And if you’re ready to rebuild the spark with your social presence, we’d love to help you do it in a way that feels aligned, strategic, and genuinely you.

Book a chat to see if we’re a match made in heaven here. Or download or service guide to see if we have a solution for your needs here.

XOXO Abby