What’s Working With Instagram Marketing Right Now

Are you struggling to get views on Instagram? Wondering what strategies actually work in 2025?

In this article, you'll discover the latest Instagram trends and learn how to adapt your content strategy for maximum reach and engagement.

Personal, Story-Driven Content Is Dominating Instagram

Instagram has gone through a significant journey, and now the platform is coming back to human-based content.

This shift represents a major change from previous years, when marketers were told to make their content about the audience rather than themselves.

The content that's working now is less like blog writing and more about drawing people in through narrative.

#1: Two Ways to Update Your Instagram Content Strategy

Audit the Landscape via the Search Bar

If you feel like your strategy is broken, you need to step back and research what is currently working in your niche right now.

Go to the Instagram Explore page and type your primary niche keywords into the search bar.

Don't just look at accounts; specifically, look at the top-performing Reels. Analyze them for specific patterns:

• Topics: What specific questions are they answering?
  
  
• Formats: Are they using Green Screens, B-roll, or direct-to-camera video?
  
  
• Hooks: What text is on the screen in the first 3 seconds?

Use this data to create a baseline for what your audience is actually interested in right now, rather than relying on what worked for you two years ago.

Use Instagram Insights

Many marketers avoid looking at their insights because they fear seeing low numbers. You must shift your mindset to view analytics simply as clues. If a post flops, it is not a personal attack; it is data telling you that the hook or topic didn't resonate.

Review your top-performing posts to identify patterns. Look for:

• Topics: What subjects consistently get engagement?
  
  
• Formats: Do your followers prefer carousels, Green Screens, or talking heads?
  
  
• Hooks: Which opening lines generated the most interest?

Sometimes the data will surprise you. For instance, if you notice that content about your family life or a specific hobby outperforms your educational tips, find a way to integrate those themes into your strategy to foster community growth. Success leaves clues, so double down on what the data tells you is working.

#2: Six Ways to Refine Your Instagram Content Mix

A healthy Instagram strategy requires different types of content for different goals. These content types will help with attraction, nurturing, and selling.

Attraction Content

This content is designed to bring new people into your world. It is often broader than your specific niche and leans heavily on personality and relatability.

For example, a business coach might share a relatable video about lifting weights or a personal hobby. Even if it falls outside the strict business niche, it connects with the human side of your target audience. Talking head Reels—where you speak directly to the camera like you are FaceTiming a friend—are particularly effective for driving new followers because viewers can feel your personality.

Call-Out Content

We are moving into an era of belonging on social media. Users engage with content that makes them feel seen and heard. One of the most effective ways to attract new followers is through Call-Out content that speaks directly to a specific identifier or scenario.

You can execute this using the Dear Algorithm trend. Create a Reel where the text on screen says something like: “Dear Algorithm, please send this video to every [Target Audience Identifier] who is struggling with [Specific Pain Point].”

This strategy works because it uses keywords that signal the algorithm while simultaneously grabbing the attention of the exact people you want to reach. When users see their specific identity or struggle mentioned, they immediately recognize that your account is for them.

Carousels

Carousels are currently having a major moment for deepening community connection. However, the style has changed. Instead of dense, academic slides, successful carousels now use storytelling and personal photos.

You can create high-performing carousels using photos directly from your camera roll. Add text overlays to each image (2–3 sentences) that share tips, stories, or micro-habits from your own perspective.

Pro Tip: On your carousel title slide, include a subtitle that answers “Why do I care?” Don't just list the topic; add an emotional hook or a benefit, such as “so you can create content in 5 minutes and get back to your life.”

POV Reels

POV (Point of View) Reels remain a powerful format when done correctly. The formula is: “You’re a [Identifier], and you find [Solution].”

For a product-based business, this might look like: “You’re tired of taking your jewelry off at the gym, but you don't want to spend a fortune, and you find these $35 hoops.”

Serial Content

To build a loyal community, you want followers to actively search for your profile because they know you post specific content on a schedule. One of the best ways to achieve this is by creating a content series.

A series trains your audience to expect value from you. Instagram now allows you to link Reels together, making it easier for viewers to binge-watch related content. If one video in the series goes viral, the internal linking can drive massive traffic to the rest of your episodes, lifting your entire account.

A perfect example of this is Pat Flynn.

Flynn, typically known for passive income advice, started a series where he opens packs of Pokémon cards. He uses a simple tagline—”Should I open it or keep it closed?”—and creates tension around whether the pack is worth more opened or sealed. This series has generated billions of views on YouTube and TikTok because it is consistent, uses a signature hook, and creates a habit for his viewers.

You can apply this to Instagram by creating a recurring series that features your own signature style, prompting people to return to your profile to see the next installment.

Broadcast Channels

Another tool for driving return traffic is the Broadcast Channel. This feature allows you to notify your most loyal followers directly.

By posting exclusive updates or behind-the-scenes content in your channel, you condition your audience to actively visit your profile rather than passively waiting for the feed to serve them your content.

#3: Three Ways to Improve Instagram Content Performance

Shift to Me-Centric Content Hooks

For years, marketers were taught to remove themselves from the content and focus strictly on how-to value. However, the platform has shifted toward human-based content and storytelling. To stand out against AI-generated content, you must weave your unique perspective and lived experience into your posts.

Instead of generic educational hooks, switch to personalized, me-centric hooks. This doesn't mean the content is selfish; it means you are establishing authority through your specific experience.

For example, rather than posting “How to do X,” try a hook like “How I achieved X as a [Job Title].” A doctor shouldn't just say, “I fix bones”; they should say, “I fix bones for a living.” This subtle shift builds immediate authority and connection.

Use Mid-Reel Hooks

Most marketers know they need a hook at the very beginning of a Reel to stop the scroll. However, if you have a strong opening hook but then ramble for 90 seconds, you will lose your audience.

To maintain retention, you need to deploy a mid-reel hook. This is a phrase inserted after your initial tip or introduction that re-engages the viewer's curiosity and incentivizes them to watch until the end.

Here are a few ways to implement this:

• The Bonus Tease: After sharing a tip, say, “And you’re going to want to stick around until the end because the last tip is the one that gets the most results.”
  
  
• The Curiosity Gap: Use a phrase like, “If you think that one is good, wait until you hear number 3.”

These mid-reel hooks are essential for driving watch time, which is a critical signal the algorithm uses to decide whether to push your content to more people.

Reverse-Engineer High-Performing Content with AI

If you struggle to understand why a specific Reel or Carousel performed well, you don't have to guess. You can use AI to decode the psychological triggers behind viral content.

When you see a piece of content that stops your scroll—whether it’s from a competitor or a completely different niche—take a screenshot of it. Upload that image to ChatGPT and ask a specific prompt:

Why did this content go viral, and how can I do it for myself?

The AI will break down the specific words, visual hooks, and psychological levers used. You can then adapt those same principles to your own topic, whether you are a fitness coach or a librarian.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Instagram and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

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