If your Instagram content is starting to feel stale, or like no one’s paying attention, you’re not imagining it. The platform has shifted. Highly polished, overly edited content isn’t getting the results it used to. But that’s not a problem for local businesses. In fact, it’s a big opportunity.
Key Takeaways
- Perfect-looking posts are losing impact. Instagram is rewarding content that feels real, not overly produced.
- AI content still needs your voice. Without the right input, AI tools create generic content that blends in.
- Consistency builds trust. Showing up regularly helps your audience recognize and rely on your presence.
What’s working now is real, relatable content that actually sounds and feels like you. And that shift is good news if you’ve ever felt pressure to keep up with trends that don’t fit your business.
Over-Curated Content Is Getting Skipped
Instagram’s own head, Adam Mosseri, recently made it clear: people are tired of perfection. The platform is prioritizing content that’s authentic and relatable over filtered and formulaic.
If your feed is full of overly edited images, generic captions, or AI-generated fluff, you may be losing reach. Instead of stopping the scroll, this type of content fades into the background.
What People Actually Want to See
The content that performs now feels more like real life. Behind-the-scenes moments. Honest stories from real customers. A quick shot of what today looks like at your business.
This doesn’t mean you have to post every moment of your day, but it does mean showing up in a way that reflects your brand’s voice and values, not just a template or trend. It’s about consistency, not perfection.
Yes, You Can Still Use AI (With the Right Context)
AI is a helpful tool to create and clean up content. It’s a timesaver, but it’s not a shortcut to good marketing. If you use it to generate content without direction, you’ll end up with the same generic “slop” that’s turning users off.
Instead, start with your message, your tone, your values and what your audience cares about. Then use AI to refine, not replace. Your perspective helps attract the right people to you.
Try This
Here are a few things to try in order to create content that actually gets seen:
- Share more real moments from your business, even if they’re not polished.
- If you use AI, make sure you’re guiding it with your voice, brand values, and customer focus.
- Focus on presence over polish. Consistent, useful posts build trust and visibility.
The Bottom Line
Authenticity isn’t a trend. It’s what works. You don’t need perfect content. You just need consistent content that sounds like you and connects with the people you serve.
Do you prefer to listen in? Here’s our podcast:
Links in this episode: Instagram’s head says the aesthetic that helped the app become popular is dead — and AI helped kill it
Instagram Head Adam Mosseri Sees Creator Value Rising As AI Floods Social Feeds
How to Use Instagram for Business: The Complete Guide for 2026
