How to create Instagram content that resonates with your audience (Part I)
Instead of obsessing over algorithm updates, you should care more about the changes in human behavior on social media. Let me explain.
I began studying algorithms long before I started my business, back in 2011. At that time, SEO was gaining traction, and part of my work as a marketer was to optimize websites for better visibility on Google.
Since then, I've closely followed the constant frenzy surrounding algorithm updates across different platforms, both as a marketer and as a business owner, whether for platforms like Google or Instagram.
I know algorithms seem like a confusing, ever-changing puzzle. But, as a business owner/ content creator, what you really need to understand is this:
Algorithms exist for a main purpose: to ensure users receive content they love so they’ll spend more time on the platform.
So, the fundamental principle is to focus on creating content that resonates with your audience.
That shifts the challenge from being the algorithm itself, but what people are seeking and connecting with - and part of this has to do with cultural and behavioral trends.
The Real Update: Human Behavior
Old formulas are no longer sticking - and this is where most people fail when creating content. There's simply too much noise online, too many "experts"
While many people obsess over algorithm updates, they often overlook another important update—the evolution of human behavior on social media. As platforms introduce new features and adjust how content is distributed, the way people consume that content shifts, too. And that is where the real opportunity lies.
During the pandemic, we witnessed a surge in digital businesses and online courses. With this came a dominant style of online selling: educational content, value-packed carousels, and carefully orchestrated launch strategies. Consumers were inundated with webinars, live training, and the push for passive income streams. The urgency of buying during limited-time offers became standard practice.
However, this model eventually grew stale. As more businesses employed the same tactics, consumers grew tired of the hard sell and the emphasis on scarcity and urgency. People began craving something deeper and more meaningful. The focus shifted from purely educational content to fostering a sense of community and belonging.
The Evolution of Social Media Trends
As the dust settled from the pandemic surge, social media underwent another transformation. People began gravitating towards brands and creators that fostered real, authentic connections. The rise of private groups, community-based memberships, and more interactive forms of content (like live streams and casual “behind-the-scenes” clips) started to take hold. The sense of exclusivity morphed from one driven by scarcity tactics to one grounded in shared values and experiences.
Moreover, user-generated content (UGC) and authentic reviews started to hold more weight than perfectly curated brand messages. Consumers wanted to see real people engaging with products and services, not just polished ads. Brands that were able to foster this authenticity gained trust and loyalty, while those stuck in old sales paradigms began to lose traction.
Another key shift was the rise of short-form content. With platforms like TikTok gaining prominence, people started consuming information and entertainment in bite-sized, highly engaging formats. This demand for quick, digestible content transformed how businesses approached their content strategies. Creativity, relatability, and a more informal tone became crucial for keeping audiences engaged.
Beyond FOMO: The Need for Value Alignment
Yes, creating FOMO and scarcity triggers will prompt the brain to take action, however, what will make people LOVE your brand and rave about you is how you make them feel, and people want to feel seen, heard, understood. They want a safe space where they are welcome and where they can meet other people like them. They want a community with real connections.
It's a new era for digital content and it's all about value alignment. Lifestyle content is not about what you are wearing or how much money you claim to make, but how you are leading your life and how that feels.
Have you ever thought about your values as a human and a business owner? What does your company stand for? And how are you showcasing that?
In the ever-evolving digital landscape, it’s easy to get swept up in the latest algorithm change or platform update. But the real key to long-term success lies in understanding your audience, staying attuned to shifts in their behavior, and aligning your brand with the values they hold dear.
I spoke more about this on recent Instagram posts here and here. If you need help shifting your strategy and creating content that resonates with your audience, I am here to support you. You can book a free call to learn how I can help and see if this could be a good fit for you.
