Instagram changes constantly, and it’s easy for local businesses to feel like they’re falling behind. But here’s the good news: right now there’s a clear pattern in how Instagram distributes content. If you understand it, you can grow your audience without spending money on ads.
Recent Instagram Updates
Before we get to the big takeaway, here are a few updates you should know about:
- Instagram now has an iPad app. Finally!
- You can link multiple reels into a series. This makes it easier for your audience to follow and discover related content. Once linked, viewers will be able to navigate to the next reel using a new button located at the bottom left of the reel.
- There’s a new reposts tab for sharing other people’s content. You can repost public reels and feed posts, making it easier for you to curate topics. Reposts will be recommended to your followers’ feeds
- You now need 1,000 followers to go live. That’s actually an opportunity to focus on growing your following first before you worry about live streaming.
These features are useful, but they’re not the real growth story. The real opportunity comes from how Instagram is currently showing different types of posts.
How Instagram Distributes Content
Instagram doesn’t use one algorithm. They have several depending on the type of post. Think of each content type as serving a different role:
- Reels are shown mostly to people who don’t follow you yet.
- Carousels help educate and convince profile visitors who are deciding whether to follow you.
- Stories are for people who already follow you and are ready for stronger calls to action.
This means you don’t want to treat all posts the same. Instead, align your content with where your audience is in the journey.
Reels: Your Net for New Followers
Reels are like casting a fishing net. Their job is to grab the attention of people who don’t know you yet. That’s why short, useful videos work best. For example, a 20-second clip on “3 signs you need a new roof” or “these red flags mean you need a new accountant” can spark curiosity and drive someone to your profile.
Carousels: Make Your Case
Once someone lands on your profile, carousels help them decide whether to stick around. A well-designed carousel acts like a mini sales pitch or educational opportunity, clearly explaining what you do and who you help. If your reel caught their attention, a carousel gives them the confidence to hit follow.
Stories: Conversations With Followers
Stories are for your current followers, the people who already trust you. Here you can use stronger calls to action like book a consultation, read your blog, or call your office. It’s less about discovery and more about deepening the relationship.
Image Posts: Quick Tips and Memes for Your Followers
Static image posts still have value, but they primarily reach your existing followers. Right now they’re not driving the most visibility, so think of them as a supporting piece rather than your main focus.
How Often Should You Post?
As for how often to post, most local businesses do best with 3–5 posts per week. That could look like two Reels, one carousel, and a few stories sprinkled in. The key isn’t quantity though, it’s being consistent.
Action Steps
Here’s how you can start using this strategy right away
- Audit your last ten posts. Are you using reels to attract, carousels to educate, and stories to engage?
- Create one new reel this week that teaches something valuable in under 30 seconds.
- Make sure your profile has at least one recent carousel that clearly shows what you do and who you serve.
Why This Matters
The best part of this approach is its simplicity. You’re not trying to game the algorithm or outspend bigger brands. You’re aligning your content with how Instagram already works. That means you can reach new people, educate them about your business, and deepen relationships with your followers all without a big budget.
Do you prefer to listen in? Here’s our podcast:
Links in this episode: What Is A Good Instagram Engagement Rate? Data from 27 Million+ Instagram Posts
Instagram adds a reposts feed and rips off Snap Maps
How Often Should You Post on Instagram in 2025? What Data From 2 Million Posts Tells Us
How To Create Your Instagram Content Plan (With Free Template)
Instagram is finally launching an iPad app
25 Instagram Statistics You Need to Know in 2025
7 Simple Ways to Find Trending Reels (on Instagram) in 2025
How to Use Instagram’s New Repost Button (+ 5 Other Ways to Share)
Instagram now lets creators link multiple reels in a series
Instagram now requires users to have at least 1,000 followers to go live
