Changes
415 times Instagram's guidance changed, newest first. Each shows what was said before, and what replaced it.
8 of 415 changes about Reach. Show all
2026
ReachSep 2026
The newer advice extends the warning against reposting identical content to successful reels and adds that repeats will not be seen as original content.
Before
Should you delete and repost if something flopped? The short answer is no.“One question I get a lot is: if you post something and it doesn't do well, should you delete it and then post it again? And the answer is no, you shouldn't. Because if you do, it'll probably do just like the first post did because it's the same piece of content.”
After
A few ways to get more mileage out of a post that worked, without just reposting it.“One question I get a lot is: if I have a piece of content or a reel that does well on Instagram and I want to get more out of that idea, how do I go about doing that as a creator?”
ReachMay 2026
Advice on analyzing follower versus non-follower reach now adds that like rates matter more for followers, while send rates matter more for non-followers.
Before
Tips for Improving Your Reach“We’ve added features and controls like Close Friends, Favorites and Following so fans can further customize their experience. Encourage your top fans to add you to their Favorites - that way, your content will show up higher in their feeds.”
After
A few tips on how to read your insights, particularly engagement rates and connected versus unconnected reach.“You should also take a look at the connected reach versus the unconnected reach. Now, what connected reach is is the number of people who saw your post who actually follow you, and unconnected reach or recommendations is the number of people who don't follow you who actually saw your post.”
ReachMay 2026
The newer statement adds that likes matter more for reach among followers, while sends matter more for reach among non-followers.
Before
Adam Mosseri gives insight on how Instagram ranking works!“There are two sides to how ranking works for organic content. There's one side which is for the accounts that follow you. So everyone who's followed you, we're trying to find as many of them as possible who are interested in your post and to show them that content.”
After
A few tips on how to read your insights, particularly engagement rates and connected versus unconnected reach.“You should also take a look at the connected reach versus the unconnected reach. Now, what connected reach is is the number of people who saw your post who actually follow you, and unconnected reach or recommendations is the number of people who don't follow you who actually saw your post.”
ReachApr 2026
Recommendation eligibility checks are expanding to reposted photos and carousels, so accounts posting mostly other people's content can lose eligibility to reach non-followers proactively.
Before
Tips for Improving Your Reach“We’ve added features and controls like Close Friends, Favorites and Following so fans can further customize their experience. Encourage your top fans to add you to their Favorites - that way, your content will show up higher in their feeds.”
After
Original creators deserve to be rewarded for their work, not compete with accounts that simply re-upload it.“But until now, we've only looked at the reels you've posted over the last month. So we're trying to give everyone a bit of a heads up here. But over the next month, we're going to start looking at your photos and your carousel as well.”
ReachApr 2026
Trial reels can now be scheduled in advance instead of only being posted immediately.
Before
We’re introducing trial reels to depressurize the experience of sharing reels and help people understand how content might perform before sharing it widely.“We’re introducing trial reels to depressurize the experience of sharing reels and help people understand how content might perform before sharing it widely. Trial reels get shown to non-followers first and if you like how they perform, you can choose to share them with your followers.”
After
Back in November someone asked a question on why you can’t schedule a trial reel.“Back in November, someone asked, "Why can't you schedule a trial reel?" And so we built it, and now you can. If you're not familiar with trials, basically they allow you to share a reel not with your followers but with people who do not follow you yet, and you can see how well it does.”
2025
ReachFeb 2025
Advice for evaluating trial reels now specifies comparing them with other trials at similar ages, waiting a few hours, and checking sends, likes, and watch time rather than comparing their reach with normal reels.
Before
AMA: how does engagement work on trial reels?“Here's the question about trial reels and what happens to your engagement. So the way it works is when you post a trial reel, it will show up in feeds and reels tabs for people who do not follow you yet.”
After
The best way to know how a trial reel is doing is to compare it to other trial reels.“How to get a sense for how your trial reel is doing. Now a reminder: trial reels allow you to post a reel just to non-followers, and then decide based on how they're doing whether or not you want to upgrade them to your followers and to your profile.”
ReachJan 2025
The trial-reel guidance now clarifies that engagement carries over when a reel is shared with followers and that a trial can go viral without that step.
Before
We’re introducing trial reels to depressurize the experience of sharing reels and help people understand how content might perform before sharing it widely.“We’re introducing trial reels to depressurize the experience of sharing reels and help people understand how content might perform before sharing it widely. Trial reels get shown to non-followers first and if you like how they perform, you can choose to share them with your followers.”
After
AMA: how does engagement work on trial reels?“Here's the question about trial reels and what happens to your engagement. So the way it works is when you post a trial reel, it will show up in feeds and reels tabs for people who do not follow you yet.”
2023
ReachMay 2023
Account Status expanded beyond content recommendation eligibility to show eligibility for Search and suggested accounts, with an option to appeal.
Before
Account Status Update“Account Status Update We’re expanding Account Status so professional accounts can understand if their content may be eligible to be recommended to non-followers, and what they can do about it. Here’s how to get to it: Profile -> Menu -> Settings -> Account -> Account Status Check out the link in my bio for more info”
After
Instagram Ranking Explained“to achieve better reach, we don’t suppress content to encourage people to buy ads. It’s a better business to make Instagram more engaging overall by growing reach for those who create the most engaging content, and sell ads to others.”