Instagram has introduced a new feature called “best practices” to help content creators and businesses optimise their posts. Available for professional accounts, this hub can be accessed through the professional dashboard and serves as an educational resource.
The best practices hub offers tips on creating, sharing, and monetizing content. Some advice includes general social media strategies, such as tracking long-term follower growth and posting consistently.
However, other tips reflect Instagram's current priorities. For instance, the hub warns that Reels longer than 90 seconds may not be recommended to new users, which could hinder discoverability. This focus on shorter content aligns with remarks from Instagram head Adam Mosseri.
While this guidance could help creators navigate the platform’s algorithm, it may also create pressure to conform to Instagram's expectations. Creators often feel the need to adapt their content to fit platform guidelines or risk lower visibility. For example, adhering to the recommendation to create more Reels may lead to faster follower growth. Yet, it’s clear that Instagram is pushing for more short-form videos to compete with TikTok.
This summer, Instagram emphasised that “views” are now the main metric for assessing content performance, highlighting the importance of audience engagement. Creators were also informed that how often their content is shared plays a crucial role in ranking. Mosseri advises creators to avoid forcing shareable content, suggesting that authenticity should guide their approach.
As Instagram continues to shape its platform, creators must balance their unique styles with the evolving best practices. This new feature may offer valuable insights but also reinforces the ongoing challenge of adapting to ever-changing social media dynamics.
