How to Reach Non-Followers on Instagram After the Latest Algorithm Update

Yes, your reach did drop.

The algorithm changed. Again.

But that doesn’t mean you’re stuck.
If you’re trying to figure out how to reach non-followers on Instagram, this is your shortcut to smarter, sharper content that increases reach on Instagram and brings in new eyes.

Why is reaching non-followers harder than ever?

Algorithms have evolved. And with that, the challenge of reaching new people on Instagram.

Recent Instagram trends prioritize deeper engagement over broad exposure. And this makes it harder for posts to break outside your existing audience.

Reels might still perform. But without saves, shares, or real interaction, visibility stalls fast.

And for anyone trying to grow Instagram followers organically, this means adapting your social media content strategy is non-negotiable.

The old playbook—trendy sounds and generic hashtags—won’t cut it.

Today’s growth comes from creating content that encourages conversation and connection.

This shift is about reshaping how brands use platforms.

The impact of social media on business is massive, and getting seen by new audiences is key to staying competitive. So if you’re serious about results, your social media marketing has to be smarter, more intentional, and built to reach beyond the bubble.

Understand Instagram's discovery ecosystem

As we’ve mentioned above, if your content triggers curiosity, Instagram takes notice. And that’s how you break out of your bubble.

Interestingly, Instagram Reels have become the top growth lever, as reflected in the image above showing a 12% increase in Reels usage by brands from 2023 to 2024.

This shift highlights just how essential video has become for reaching beyond your follower list.

Additionally, Explore recommends content based on user behavior and interests, not who they follow, while hashtags help the algorithm understand your niche and audience relevance.

So, to fuel real social media growth, your content must be optimized for these discovery channels—this is the core of social media optimization.

By aligning your content with these mechanics, you increase your chances of being seen by your ideal social media target audience, not just the people already following you.

The 2025 hashtag landscape: what's changed

Let’s rip off the Band-Aid: hashtags aren’t the growth engine they used to be.

For years, hashtags were a quick way to get discovered, categorize your content, and ride trending waves. But now, the landscape has shifted dramatically.

Instagram’s own Adam Mosseri confirmed it: hashtags are no longer a major ranking signal. “They help with context,” he said in a recent AMA, “but don’t necessarily lead to more distribution.”

In short: Instagram now cares far more about how social media content performs than how it’s tagged.

Here’s what’s changed:

• Hashtags are no longer a discovery engine. They rarely bring significant reach beyond your existing audience.

• Search and recommendations are now behavior-based. Instagram suggests content based on what users interact with, not which hashtags they browse.

• Hashtag pages themselves have become less relevant. Fewer users explore content via tag feeds now compared to previous years.

So if you're still relying on hashtags as your primary tactic for how to reach more non followers on Instagram, you're likely seeing diminishing returns.

Instead, what’s working now—according to Socialinsider’s latest benchmarks data— is format. The social media report shows that Reels consistently generate more impressions, especially for smaller accounts. For those under 10K followers, Reels pull in up to 4x more views than carousels or static posts.

So, what does that mean for your social media strategy?

It means shifting focus from tags to engagement loops:

• Build Reels that hook attention in the first few seconds
• Optimize for saves and shares—Instagram's strongest engagement signals
• Analyze what resonates with non-followers and scale it

And if you're trying to stay on top of Instagram best practices, here’s the golden rule: stop chasing hashtags and start building content that triggers the algorithm’s behavioral signals. Because in this new landscape, relevance isn't declared—it’s earned.

10 Tips and strategies on how to reach more non-followers on Instagram

Reaching people beyond your current audience is one of the biggest social media marketing challenges out there.

In this section, we’ll break down 10 proven social media tactics focused on increasing reach on non-followers, so you can grow your audience faster and smarter.

#1. Prioritize Reels in your posting strategy

Instagram's algorithm has a clear favorite when it comes to content: Reels.

They consistently outperform other post types in terms of reach, making them a vital part of any Instagram strategy.

So, as Instagram Expert Jenn Herman says, even if you’re not a fan, embracing them can take your Instagram presence to the next level.

Why Reels dominate Instagram's algorithm priority

Reels are Instagram's secret weapon for getting your content noticed.

The algorithm prioritizes Reels over static posts and Stories, which means they have a huge advantage when it comes to visibility.

They’re not just seen by your followers, but also by non-followers, giving you the chance to reach a wider audience.

So, why do Reels get this extra love from the algorithm?

It comes down to how well they engage users.

The algorithm is designed to surface content that keeps people hooked, and Reels tend to do just that.

To make sure your Reels are getting the love they deserve, here are a few things to focus on:

• Trending audio & music selection strategies: Using Instagram trending audio is a strategy to increase your chances of reaching the Explore page. Instagram’s algorithm favors Reels that use popular music, so tapping into these trends not only gives your content a boost, but also aligns you with what people are currently watching.

• Reels content frameworks that  perform consistently: There are certain content structures that work. Whether it’s a funny skit, a tutorial, or a behind-the-scenes look. By using frameworks that have proven success, you can create Reels that hit the mark and resonate with your desired audience, all while staying within the algorithm’s favor.

• Advanced Reels tactics (hooks, pacing, call-to-actions): It’s not just about what you post, but how you post it. Crafting an eye-catching hook in the first few seconds ensures that viewers stick around, while maintaining a fast-paced flow keeps them engaged. Don’t forget to end with a strong call-to-action to encourage interaction. These tactics help keep your Reels from being scrolled past, making sure they get the algorithmic push they need to thrive.

Keep track of your Reels’ performance

With social media analytics tools like Socialinsider, you can dive deeper into Instagram analytics and evaluate how your Reels are performing.

Socialinsider provides valuable data on your Reels’ reach and engagement, helping you spot common patterns (identify trends) that you can capitalize on.

Trial Reels: the key to tapping into new audiences

Trial Reels are a great way to experiment with new content and tap into different audiences.

They allow you to experiment with new ideas, enabling you to test your Reels, displaying them to a group of non-followers first, after which, based on performance, you can choose to share them with your current followers as well.

Repurpose (old) Reels that generate followers

Repurposing old Reels that previously generated engagement can also be a great way to keep the momentum going.

If a particular Reel brought in a lot of new followers, give it a second life by reposting or updating it with fresh elements.

How to understand which content generates followers

Socialinsider offers a hack to help you identify the content that generates followers.

By examining your follower growth data, you can zoom in on the spikes and pinpoint the specific posts that caused them.

Looking at these posts will give you insights into the type of content that resonates with your audience.

And the secret to maximizing follower growth is to analyze these spikes and dive into the posts behind them.

This will reveal the content that was most effective in attracting new followers, allowing you to refine your future Reels content strategy.

#2. Categorize content before publishing

Want your content to actually get discovered?

Don’t just hit “Post”.

Take a minute to categorize it first using Instagram’s Topics tab.

This little hack can make a huge difference in how your posts show up in front of the right eyes.

Think of it as tagging your content for success: if you're sharing something about new summer accessories, slap that “food” or “summer” category on it so you’re not lost in the void.

This simple move helps ensure your content reaches users who are already into what you're sharing, giving you a much better shot at engagement and building your audience.

It’s about being smart with your reach.

#3. Test out new features Instagram rolls out

Instagram loves rewarding early adopters—and you should be one too.

Every time Instagram drops a new feature, the algorithm gives extra love to those who hop on it first.

So, why not take advantage of the latest tools to show your audience you’re not just keeping up but leading the charge?

From the coolest interactive features to unique post formats, experimenting with the platform’s updates is one of the smartest ways to create social media content that stands out.

#4. Leverage strategic commenting with the right audience

One of the most effective social media best practices is engaging with the right audience through strategic commenting.

By leaving insightful, humorous, or thought-provoking comments on relevant posts within your niche, you can boost your profile visibility and increase views from non-followers.

As a social media manager, taking the time to comment on content that aligns with your brand’s voice can position you in front of the right audience and expand your reach, while also showing that your brand is active and engaged in the community.

#5. Leverage DM automation

DM automation has emerged as a game-changing tactic for amplifying social media reach and cultivating a vibrant social media community.

By automating personalized, targeted messages to users who interact with your content, you can build deeper connections without manual effort.

#6. Create user-generated content campaigns to amplify reach

If you want to break out of your follower bubble, user-generated content (UGC) is one of the smartest plays in modern social media campaigns.

When real people post about your brand—whether it’s tagging you in a Reel, showing off a product, or jumping into a challenge—it becomes social proof that travels further than your own posts ever could.

UGC gets shared, reshared, stitched, saved—and most importantly, seen by people who don’t follow you (yet).

It taps into social media trends and peer influence, helping you reach fresh eyes in an authentic, algorithm-friendly way.

UGC makes your brand feel like a movement, not just a marketing effort—inviting non-followers to engage, participate, and ultimately hit that follow button to see what you do next.

#7. Identify and partner with complementary accounts

Another great idea to grow your brand’s reach is to team up with like-minded accounts and create genuine moments that resonate with both communities.

For brands, this means identifying businesses or influencers whose products, values, and target markets align with yours but aren’t direct competitors.

Think beyond simple shout-outs; co-create experiences like exclusive product bundles, joint campaigns, or behind-the-scenes content that blends your brand’s strengths with theirs.

Take, for example Amazon Beauty that partnered with Garnier to run a skincare-themed giveaway on Instagram tied to their “Beautyverse” event.

Followers were invited to like the post, tag friends, follow both accounts, and comment to enter. The promotion also served as a “golden ticket” to their biggest offline beauty activation yet.

#8. Build genuine relationships with influencers and creators

Building genuine relationships with influencers and creators is the secret ingredient for successful influencer marketing campaigns.

Instead of just transactional partnerships, take the time to nurture authentic connections with influencers who genuinely align with your brand’s values and message.

Engage in meaningful conversations, offer them unique opportunities to collaborate, and show appreciation for their work.

These organic, long-term relationships lead to more impactful influencer marketing, where the focus is on building community and delivering real value to both the creator’s audience and your brand.

#9. Leverage profile and content optimization for increased discovery

Another great way to get noticed on Instagram is to optimize your profile and content for discovery.

Instagram isn't just a platform for photos. It's a search engine too.

By strategically placing keywords in your bio, captions, and even your profile name, you’re making it easier for potential followers to find you.

But don't stop there—use location tags, alt text, and relevant hashtags to add layers of discoverability.

Create content that resonates, and encourage saves and shares, which will make Instagram's algorithm work in your favor.

Want to dive deeper into Instagram SEO?
Check out this detailed guide on Instagram SEO tips.

#10. Implement paid promotion strategies that complement organic efforts

Last but not least, implementing paid promotion strategies can help support and amplify your organic efforts.

By boosting your top-performing organic posts, you can expand your reach and attract a wider audience.

Pairing paid ads with organic content creates a seamless flow that keeps your brand visible while engaging both new followers and your existing community.

The psychology of viral content: what makes people engage

Let’s be honest: going viral is about understanding people.

What they react to. What makes them pause mid-scroll. What they need to share to their group chat five seconds later.

And as we look at the future of social media, algorithms are catching up to human behavior, not the other way around.

People don’t share content because it’s pretty. They share it because it makes them feel something: seen, understood, surprised, or in on the joke.

So if you want to expand your reach on Instagram, stop thinking like a brand and start thinking like a person. Not just another polished post—but something funny, relatable, smart, or straight-up useful.

A few social media tips rooted in what actually makes people engage:

• Emotion: Make people laugh, gasp, or nod in agreement. Emotional content gets shared the most.
• Identity: Create content your audience sees themselves in. “This is so me” is a powerful share trigger.
• Value: Teach something useful, give a tip, or offer a shortcut. If it helps, it spreads.

Create content that taps into real human instincts, and the algorithm will follow.

Final thoughts

If there’s one thing to take away, it’s this: reaching non-followers isn’t about chasing hacks—it’s about creating content people actually want to engage with.

The best way to grow today? Focus less on pleasing the algorithm and more on understanding your audience. What makes them stop? What makes them share? What makes them care?

Because when you create with real people in mind, the reach takes care of itself.

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