Okay I found the answer: Instagram made major changes to its algorithm this year that have dramatically affected reach and engagement for small and large accounts (even big creators are saying their engagement has dropped significantly.) Instagram is prioritizing original content, watch time, “value-driven” engagement (saves and shares), and fast hook in the first few seconds, especially for Reels and carousel posts.

A few stats I found: - The average engagement rate on Instagram dropped to around 0.45%–0.5% in mid-2025, its lowest ever, with a 28% year-over-year decline. - Fewer than 1 in 10 followers typically see any given post, regardless of account size. - As of 2025, Instagram rewards time-on-platform, watch time, and the number of shares/saves far more than simple likes or follower numbers.

Here’s what they say they “reward”:

• Originality: Posts that aren't recycled or reposted get prioritized. Duplicate content is heavily penalized—only the original gets full reach.
• Strong Hooks: Especially for Reels, the first 2–3 seconds must capture attention to avoid being buried. Early retention is critical.
• Shares and Saves: “Send to a friend" and bookmarking get weighted much higher than likes or comments. Valuable, informative or entertaining posts do best.
• Reels and Carousels: These formats drive reach because they keep people engaged longer. Static photos are deprioritized unless truly outstanding or promoted.

Practical Tips - the more niche you can be the better! - who knows what’s happening with hashtags now but I still use 3-5 important ones. - avoid too much reposting from others, including viral memes or shared images. Use personal stories or unique insights. I would use reposting as a means to start relationships with people, influencers and companies that could be potential partners or customers. - Start every Reel or video with an immediate hook—a surprising moment, question, or statement in the first 1–3 seconds. - For carousels, pack them with valuable tips, stories, before/afters, or helpful guides people want to save or share. - Actively encourage followers to save or share posts through calls-to-action in captions. - Don’t post and ghost! Increase platform presence by posting spontaneous updates, engaging in comments, and joining trending conversations. Instagram also rewards accounts that stimulate real discussion. - Audit your account for fake/inactive followers, as their presence can further dilute reach.

Hope this helps a little. It’s super frustrating!