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Instagram Community VS Instagram Content

Before you ask the question “Is Instagram Dying?” it’s important to look at those 2 areas

I must have been asked this question more than any other question over the past 2 months.

It’s August 2022 and Instagram is going through somewhat of a midlife identity crisis. Does it want to stay true to the DNA of Instagram or does it want to be a TikTok knockoff?

That phrase “Midlife” is a bit of a clue as to where it’s at – in human terms, it’s in its mid 40s and still got a lot to offer, but is having a wobble and is unsure of where it wants to be. There’s still life in the old dog yet and it’s far from dying.

So if that’s the case what is the problem


I’m old enough to remember the early days of Instagram.

You might remember those days when Instagram went from a place where great photography met teenage selfies met early business adopters. The quality of business content in those days wasn’t great – at best the photos were just a tiny bit better than what you’d see on Facebook.

Fast forward to 2022 and the picture is entirely different.

The phrase content is king has been thrown around so often, that every business has uber polished photos and their videos are Spielberg sized efforts in visual delights. Businesses are spending huge amounts of money or time on the quality of their social media content, and by doing so much they don’t have the time or budget to focus on community.

The content that on paper looks great is generating less and less and less engagement and that’s because you’ve lost your sense of community.


Pack an emotional punch in your content

People have to feel something when they see your Instagram Posts.

And it needs to be something more than “that’s pretty”.

Everything on Instagram is pretty nowadays and the posts that are getting reactions in 2022 are the posts that make people feel something.

Look at why Instagram Reels work so well – there’s often a story with a beginning, middle and end and you invest in that journey whether it’s 15 seconds or 90 seconds.

Look at why a quick photo on your Iphone work so well – and yet an overly polished photoshoot flops. The latter looks like an advert whereas the former feels authentic.

Look at your last 10 posts on Instagram – which posts got the biggest reaction and why?

Analyse the subject matter, the opening line, the whole caption, the question you asked.

I suspect your top posts made the audience feel something and involved them in a way they were compelled to engage with the content.

Make Instagram Community Engagement A Non-Negotiable

Whether you manage your own Instagram or outsource your social media – engagement is a non-negotiable

If you’re not spending 15 minutes a day commenting on your ideal clients or local communities’ posts then your Instagram Marketing will not be reaching it’s full potential.

These are 6 places we engage on every single day

  • Instagram Feed
  • Instagram Stories
  • Replies To Your Own Posts
  • New Followers Posts
  • Hashtag Search
  • Location Search

Treat this part of Instagram as the online version of 10,000 steps a day

  • It doesn’t all have to be done at once
  • It doesn’t seem like that much effort
  • You might not think it makes a difference immediately
  • Over time it changes your life

If you’re outsourcing make sure that Engagement with others is part of the marketing plan

With all our social media management clients it’s part of what we consider essential, but often when businesses utilise the services of “content creators” or VA’s this doesn’t come as standard.

Comment On The Instagram Comments As Well As The Original Instagram Post

Take that next step and dive into the comments section.

If you see a post that resonates with you, don’t just comment on the original post.

Dive into the comments section and join in on the thread with like minded people.

You’re helping the original poster by doing this and also building your own visibility.

Follow the accounts that really speak to you.


By implementing the changes above you’ll see a huge difference in both your Instagram engagement rate and business success on Instagram.

If you’re investing in making your content the best it possibly can be, why would you let it down by not networking and creating a sense of community on Instagram.

Whether it’s engagement in a geographical location or engagement with a niche / ideal client avatar, the possibilities are endless.

Not only will you start generating business results, you’ll start to love Instagram again.

People tend to take interest in you, when you take the time to take interest in them.


Chat to us about Social Media Marketing for YOUR organisation , so we can better understand YOU and what will grow your organisation

We can chat about whether online or Face 2 Face is better for you

We can only find out what is unique to your business by chatting with you

Look at our Social Media Training and Social Media Management services

We offer Social Media Training on
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We can do this
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Please call Alex on 07806774279 or email

Alex McCann

Author Alex McCann

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